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Advice You - Welcome Matters - Marketing Your Office Daily
When you think of marketing, that is, if you think of marketing, you probably envision something that takes place outside your office: seminars, advertising, press releases, speaking engagements, and the like. But you might be surprised to know that some of the most important and effective marketing activities take place right in your office.
Most of us view our office almost exclusively in terms of its administrative function. The o
Most of us view our office almost exclusively in terms of its administrative function. The o
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
ffice is where the work gets done—where we shuffle paper and joke with our coworkers. What’s not well recognized is that from the point of view of your clients, or potential clients, your office is an experience.
In their book, The Experience Economy (Harvard Business School Press), B. Joseph Pine II and James H. Gilmore make the point that work is theater and every business a stage. So, what does your client experience when he enter
In their book, The Experience Economy (Harvard Business School Press), B. Joseph Pine II and James H. Gilmore make the point that work is theater and every business a stage. So, what does your client experience when he enter
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
s your office?
One of my clients had an office where you had to walk down a corridor to reach the reception area. In the process, you passed two empty offices. Imagine a potential client’s impressions by the time he’s seated in the conference room: “Things aren’t going too well here. Better start looking around.” (By the way, my advice to that client was to close the doors to the empty rooms and mount a sign that read “Computer Lab.”
One of my clients had an office where you had to walk down a corridor to reach the reception area. In the process, you passed two empty offices. Imagine a potential client’s impressions by the time he’s seated in the conference room: “Things aren’t going too well here. Better start looking around.” (By the way, my advice to that client was to close the doors to the empty rooms and mount a sign that read “Computer Lab.”
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
One of the key concepts of marketing is “points of contact.” A point of contact is any interaction your firm has with the public, whether in person, on the telephone, or in written communications.
Every point of contact is an opportunity to form, or not form, a relationship. At Smart Marketing we recognize that our relationship with potential clients begins when they arrive at our door.
We greet each of our visitors with a freesta
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
nding sign in the reception area that reads “Smart Marketing welcomes Mr. and Mrs. James Smith, date X.” The materials for the sign can be purchased at most office-supply stores for less than $85. Many clients tell us that the special attention we give them is why they choose us over the competition.
Not long ago I was in a restaurant in Minneapolis with a colleague. We were in town on business and went to the restaurant because it w
Not long ago I was in a restaurant in Minneapolis with a colleague. We were in town on business and went to the restaurant because it w
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
s close to the hotel. The table at which we were seated was not a very good one. It was in the middle of the floor, close to the swinging door of the kitchen. Also, the restaurant looked a bit too trendy for my taste. As we sat there trying to make up our minds whether to stay or leave, our waitress approached.
“Good evening, have you ever been to Zelo before?” she asked.
“No, this is our first time,” I answered.
“You’re going to l
“Good evening, have you ever been to Zelo before?” she asked.
“No, this is our first time,” I answered.
“You’re going to l
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
ove it,” she said enthusiastically.
“It’s a great restaurant. The food is terrific.”
Okay, I’m staying. That kind of endorsement from an employee convinced me that I was in for a great experience.
In his book Marketing Your Services : A Step-by-Step Guide for Small Businesses and Professionals (John Wiley), Anthony O. Putman states that each company has both an internal and an external mission. He stresses that your internal missio
“It’s a great restaurant. The food is terrific.”
Okay, I’m staying. That kind of endorsement from an employee convinced me that I was in for a great experience.
In his book Marketing Your Services : A Step-by-Step Guide for Small Businesses and Professionals (John Wiley), Anthony O. Putman states that each company has both an internal and an external mission. He stresses that your internal missio
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
has to be in alignment with your external mission.
To me, that means three things: First, every person in your company has to be aware of, and work at, the marketing component of his job. Second, each person has to know how his job contributes to the external mission. And third, he has to be empowered to further that mission. In other words, your employees have to know not only the “what” but also the “why” of the company’s mission
To me, that means three things: First, every person in your company has to be aware of, and work at, the marketing component of his job. Second, each person has to know how his job contributes to the external mission. And third, he has to be empowered to further that mission. In other words, your employees have to know not only the “what” but also the “why” of the company’s mission
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
—and they have to be able to do something about it.
Do the staff people at your firm understand what the mission is and how their jobs contribute to that mission? Do they understand that marketing is not a department? Do you?
What happens when a person calls your office? Because most of my clients are professional financial advisers and I conduct telephone consultations for prospective new clients on a regular basis, I probably plac
Do the staff people at your firm understand what the mission is and how their jobs contribute to that mission? Do they understand that marketing is not a department? Do you?
What happens when a person calls your office? Because most of my clients are professional financial advisers and I conduct telephone consultations for prospective new clients on a regular basis, I probably plac
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
20 to 25 telephone calls a week to advisers’ offices. Let me tell you, the experience is horrifying. If financial advisers, as a group, are ever in a position where they have to rely on their staff’s telephone skills for income, they would be betteroff filing for bankruptcy now.
Here’s a set of circumstances I run into regularly: An automated voice answers, tells me that this is the Smith Financial Advisory Firm, and says that if I
Here’s a set of circumstances I run into regularly: An automated voice answers, tells me that this is the Smith Financial Advisory Firm, and says that if I
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
know my party’s extension, I should enter it now. If I don’t know it, I should consult the directory. Or I can hold the line, and someone will help me. So I hold the line, and the next thing I hear is, “You have reached Amy, the receptionist. I’m away from my desk right now, so please leave a message.”
Well, I don’t want to leave a message for Amy; so I hang up and call back. This time I consult the directory and punch in the number
Well, I don’t want to leave a message for Amy; so I hang up and call back. This time I consult the directory and punch in the number
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
for the adviser. He or she never answers. I leave a voice mail message. The end result: I’m tired and frustrated, and I’ve made two long-distance calls. If I were a potential client trying to make an appointment, I’d give up.
I once conducted a series of seminars on estate planning for an adviser. We invested thousands of dollars and much effort to promote the seminars. But when people called to make a reservation, they had to go thr
I once conducted a series of seminars on estate planning for an adviser. We invested thousands of dollars and much effort to promote the seminars. But when people called to make a reservation, they had to go thr
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ugh five menu options to reserve a place. Needless to say, the seminars were not well attended. Needless to say, the adviser did not blame himself.
If the goal of your marketing is to establish a relationship with potential clients (and it should be), what sort of message are you delivering to your callers? How much of a relationship do you expect them to form with an answering machine?
Maybe you have a live receptionist. Does the f
If the goal of your marketing is to establish a relationship with potential clients (and it should be), what sort of message are you delivering to your callers? How much of a relationship do you expect them to form with an answering machine?
Maybe you have a live receptionist. Does the f
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ollowing conversation ever occur?
“Smith Financial Advisory Firm.” (Note: no greeting, no welcome, no smile in the voice, no “How can I help you?”)
“Is John Jones available?”
“I’ll check. Who’s calling, please?”
“Mr. Potential Client”
“And what is this in reference to, Mr. Client?”
“It’s about how I’m trying to give him my business.”
“Well, I’m sorry. Mr. Jones is in a meeting right now. Would you like his voice mail?”
Sometim
“Smith Financial Advisory Firm.” (Note: no greeting, no welcome, no smile in the voice, no “How can I help you?”)
“Is John Jones available?”
“I’ll check. Who’s calling, please?”
“Mr. Potential Client”
“And what is this in reference to, Mr. Client?”
“It’s about how I’m trying to give him my business.”
“Well, I’m sorry. Mr. Jones is in a meeting right now. Would you like his voice mail?”
Sometim
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
s I just want to bang my head against the wall. Does your receptionist know enough to offer her own help, or to schedule an immediate appointment, or even to interrupt you? Is your receptionist capable of making a sales pitch for you as an adviser or for your firm?
I can make a good case that the receptionist is one of the most important persons in your firm. In fact, for many people who deal with your firm, she is the firm. The rece
I can make a good case that the receptionist is one of the most important persons in your firm. In fact, for many people who deal with your firm, she is the firm. The rece
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
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
ptionist’s voice is the first one potential clients hear; her face, the first one they see. She’s either helpful or she’s not.
She has a smile in her voice or she doesn’t. She’s empowered to help callers, or she’s simply a robot relaying them into various voice mail boxes.
Your receptionist can only excel, however, if you set the right tone. It all comes down from the top. You have to demonstrate a friendly, welcoming, helpful attit
She has a smile in her voice or she doesn’t. She’s empowered to help callers, or she’s simply a robot relaying them into various voice mail boxes.
Your receptionist can only excel, however, if you set the right tone. It all comes down from the top. You have to demonstrate a friendly, welcoming, helpful attit
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
de. You have to make such an attitude part of your company culture. If your attitude is that the clients and other callers are a pain in the neck, everyone in your company will reflect that attitude, I promise you.
So it’s up to you to select and/or train your personnel accordingly. If you hire your receptionist based on her filing skills and pay her $20,000 a year, you’re going to get what you pay for: a $20,000-a-year file clerk.
So it’s up to you to select and/or train your personnel accordingly. If you hire your receptionist based on her filing skills and pay her $20,000 a year, you’re going to get what you pay for: a $20,000-a-year file clerk.
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
Here in Naples, Fla., where I live and work, there’s a five-star Ritz-Carlton resort hotel. Like many before me, I’m always amazed at the quality of service associated with Ritz-Carlton hotels. And I have seen the little wallet cards that Ritz-Carlton employees carry expressing the company philosophy and policies. Perhaps the most striking policy is this one: when a Ritz-Carlton guest reports a problem or request to an employee—any em
.
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
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
loyee—that employee then “owns” the problem or request and is both empowered and required to see that it’s resolved to the guest’s satisfaction within 30 minutes.
So if you tell your bellman that your air-conditioning is not working, it’s not his job to simply put you through to engineering. It’s his job to see that your air-conditioning gets fixed. If you ask a maid for a pitcher of lemonade, it’s not her job to tell you to call roo
So if you tell your bellman that your air-conditioning is not working, it’s not his job to simply put you through to engineering. It’s his job to see that your air-conditioning gets fixed. If you ask a maid for a pitcher of lemonade, it’s not her job to tell you to call roo
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
m service. It’s her job to make sure you get lemonade within 30 minutes.
Similarly, it shouldn’t be your receptionist’s job to put people’s telephone calls through to your voice mail. It should be her job to help them get what they want. But she can only do that if you empower her to do so and if you convey the attitude that helping callers get what they want is the job of everyone in your office. Is that how things work at your firm
Similarly, it shouldn’t be your receptionist’s job to put people’s telephone calls through to your voice mail. It should be her job to help them get what they want. But she can only do that if you empower her to do so and if you convey the attitude that helping callers get what they want is the job of everyone in your office. Is that how things work at your firm
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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