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Advice You - The Top 11 Reasons Most Attorneys Don't Do Marketing
1. Attorneys are trained skeptics.
Marketing requires faith and patience. Attorneys like to prod and poke a marketing effort until they can prove to their great satisfaction that there is no way it can work.
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Marketing requires faith and patience. Attorneys like to prod and poke a marketing effort until they can prove to their great satisfaction that there is no way it can work.
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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
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2. Attorneys love to argue.
Most lawyers are smart. When it comes to embarking on unfamiliar enterprises, like marketing, they find it difficult to “be stupid” and benefit from the wisdom and experience of other experts.
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2. Attorneys love to argue.
Most lawyers are smart. When it comes to embarking on unfamiliar enterprises, like marketing, they find it difficult to “be stupid” and benefit from the wisdom and experience of other experts.
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; 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
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3. Attorneys are risk-averse.
The most prudent (and safest!) advice attorneys give is, “Don’t do it!” They live in a universe where mistakes result in liability, malpractice and large ju
3. Attorneys are risk-averse.
The most prudent (and safest!) advice attorneys give is, “Don’t do it!” They live in a universe where mistakes result in liability, malpractice and large ju
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
gments. In marketing, mistakes are a necessary part of growth. Taking and managing risk are essential elements of marketing and growth. Attorneys like contracts and guarantees.
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4. Att
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4. Att
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
rneys often know little about business.
Law school offered no courses on being business-owners. Any high school business student knows that marketing is an important and mandatory part of any business. This comes as a shock to attorneys who often conceive of th
Law school offered no courses on being business-owners. Any high school business student knows that marketing is an important and mandatory part of any business. This comes as a shock to attorneys who often conceive of th
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
mselves as belonging to some sort of 19th century guild. Attorneys were educated in an anti-marketing culture. They learned that they were in a “profession” where refi ned ladies and gentlemen did not make unseemly efforts to secure business. Such people were “ambul
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
nce chasers.” (The practice of law is a profession, but that practice takes place within a business entity called “a law fi rm” - subject to the laws of economics as any other business).
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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
5. Attorneys fixate on costs.
Most attorneys hate it when a prospective client plops themselves down in the lawyer’s offi ce and starts with “What’s all this going to cost?” Yet, that is the first question the attorney asks about marketing. Focusing on costs
Most attorneys hate it when a prospective client plops themselves down in the lawyer’s offi ce and starts with “What’s all this going to cost?” Yet, that is the first question the attorney asks about marketing. Focusing on costs
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
causes paralysis. Owners of law firms must focus on revenue generation and driving the top line.
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6. Attorneys like to dither.
High “fact-finders” on the Kolbe Index, they like to
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6. Attorneys like to dither.
High “fact-finders” on the Kolbe Index, they like to
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
analyze things. They want to do extensive due diligence. They want to consult with all their colleagues. They enjoy thinking about action more than taking action, with its attendant risks. But action conquers fear. Life rewards action and punishes inaction. Fortune
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
avors the bold.
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8. Attorneys lack perseverance.
If attorneys do get around to trying some form of marketing, any bump on the road will throw them off. And there are always bumps
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8. Attorneys lack perseverance.
If attorneys do get around to trying some form of marketing, any bump on the road will throw them off. And there are always bumps
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
in the road. Attorneys get excited about a new marketing program, and throw themselves into it passionately. Then after 45 days or so, life happens. A big case blows up. One of the kids gets sick. A check doesn’t come in. The marketing didn’t produce instant riches.
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
The attorney decides he or she made a big mistake and gives up.
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9. Attorneys are uncomfortable with the idea of making money.
Most attorneys are motivated by a desire to serve pe
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9. Attorneys are uncomfortable with the idea of making money.
Most attorneys are motivated by a desire to serve pe
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
ple. Most subscribe to some form of the Judeo Christian ethic which is full of mixed messages about the pursuit of wealth. Most are conflicted, if not filled with guilt, about the profi t motive. Many secretly think that what they do is not worth the fee they charge
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
since it does not involve hours of hard, physical labor. These attorneys might be more motivated if they were to think about marketing and growth as “being able to serve the greatest number of people” rather than “making more money” or “being more successful.”
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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
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10. Attorneys define themselves as attorneys — not as owners of a law firm.
This is the single most important error, and it is a contributing factor in all the others listed here. Att
10. Attorneys define themselves as attorneys — not as owners of a law firm.
This is the single most important error, and it is a contributing factor in all the others listed here. Att
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
rneys do not understand that these are two completely different roles that require two completely different mind-sets and two completely different sets of skills. What attorneys believe to be their greatest asset (their skill at practicing law) is actually their gre
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
test liability. They are too busy working in their business to work on it. In order to grow a practice and succeed, it is necessary for attorneys to conceive of themselves first and foremost as the owner of a business called a law firm, and only secondarily (if at a
.
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
l) as a practicing attorney.
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11. Attorneys are obsessed with what other attorneys think of them.
In no other business does the owner worry about how competitors esteem him or her
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11. Attorneys are obsessed with what other attorneys think of them.
In no other business does the owner worry about how competitors esteem him or her
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
Attorneys are often afraid to make the slightest marketing effort for fear of being thought to be “undignified” or “overly aggressive.” Let me assure you that the owner of a lamp store does not care what the owner of the competing lamp store thinks — about anything
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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