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Successful Guru marketers have a secret weapon that they use every single time they communicate about their businesses. It's one of those intangibles that are easily misunderstood. It's the ability to generate excitement about what you have to offer. And when you

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

r prospects are excited about your services, marketing becomes a whole lot easier. You get more attention, more response, more sales and more referrals.

Excitement is often misunderstood because we usually equate excitement purely with displays of high energy an

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

enthusiasm. The stereotypical marketer is PT Barnum and Anthony Robbins rolled into one with enough energy to light a small city. This ideal is not so easy to emulate. Most of us give up on the idea of generating excitement because we don't think we have the per

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

onality for it. We feel it would be artificial and forced.

Does an infectious enthusiasm about what you offer make a difference? Of course it does, but we believe it's only a small part of the equation. It's way overrated. Enthusiasm can be shallow. It can me ma

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

nufactured. It offers no real proof that what you offer delivers true value. Prospects don't become interested and excited about your services just because you show enthusiasm. They become excited when they understand that your services will make a real differenc

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

in their lives and their businesses.

What I find so frequently with Independent Professionals is that they have failed to discover and articulate the *inherent excitement* in the services they are offering. When they discover that excitement and learn how to ex

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

ress it, their marketing goes to a whole new level.

While we were writing this we got a call from a client, a financial planner, who we had helped with the copy on his web site. His previous site failed to generate excitement and he wasn't getting any new busine

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

ss from it. With the new copy, prospects got excited and started to call him. He now generates most of his new business from this web site.

The good news is that generating excitement is a whole lot easier than it may sound.

Let me paint you a little scenario.

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

We have two sales consultants, A and B. They both do pretty much the same thing (they even offer the same program). They are equally intelligent and capable of producing valuable results for their clients. However their messages are very different:

Consultant A

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

ses the following marketing message:

We offer sales training for people newly entering your sales team. We use the Fast Start Sales Training System, which is specifically designed for new salespeople. We offer training programs from one day to one week in durati

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

n and we cover all the most important sales skills. We are able to customize the training programs for your industry and company. We have experience in 107 industries.

Consultant B uses the following marketing message:

Are your new sales people slow in getting

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

started and meeting their quota? We use the Fast Start Sales Training System that's guaranteed to help new sales people reach their quota in 60 days or less. Our customized system ensure that your salespeople meet or exceed their quota 82% more frequently than sa

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

es people who have not used our system. Proven in 107 industries, including yours, our system increases revenue per salesperson by an average of 63% in the first year.

Do you see the difference?

Consultant A talks about the training services he offers and the p

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

ocess he delivers. It is all about what he does, there is nothing about what the prospect gets. There is no inherent excitement in this message. And no matter how enthusiastically he delivers this message it will fail to generate excitement in the prospect.

Cons

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

ultant B focuses his message on exactly what his prospects will receive from his sales training programs. Even though he offers the identical program, his message, expressed in the language of solutions and results, is inherently exciting. This consultant doesn't

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

need to show wild enthusiasm for what he is offering, quiet confidence will do.

If you want your prospects to get excited about what you are offering, the magic key is to start talking about specific solutions and results. It's as simple at that, but it's amazin

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

how many people miss this completely. Take a look at your own marketing messages, both verbal and written, and ask if they pass the excitement test. If they don't, work at making the necessary changes as quickly as possible. You'll start seeing results almost im

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

mediately.

Recap:

You will generate excitement with all your marketing messages and written marketing copy if you use the "What’s In It For Me" copy. Put your information in the following order for best results.

1. Problem - Information on the problems, issues

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

or challenges your prospects are facing.

2. Solution - Information on what things would be like if the problem, issue or challenge were resolved.

3. Offer - What do you have to offer that can address the problem and provide the solution.

4. Benefits - What a

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

e all the reasons your offer is the best solution for your clients?

5. Credibility - Who else has experienced your offer and gotten good results? What is your background and success record?

6. Action - What do you need to do next to take advantage of this offer

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Is it time to hire your first employee for your cleaning business? This article gives tips on how to prepare yourself and your business for that first new employee.

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Imprint your Brand Identity on the minds of your clients. Make your product known with the power of niche marketing. Brand your market identifies the product or service boldly!

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