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Advice You - Word Of Mouth Marketing - Why Testimonials Should Have Everyone Talking About You
One of the most powerful tools in marketing is the testimonial. Yet they are used by so few…
Put yourself in the shoes (phew!) of the prospect.
She can listen to you, try and believe you, hope that you are paying attention and addressing her concerns (I sure hope you are)
Put yourself in the shoes (phew!) of the prospect.
She can listen to you, try and believe you, hope that you are paying attention and addressing her concerns (I sure hope you are)
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
OR she can read what another client says about you.
Which is more believable?
Sure, the prospect is going to have to listen to you and hope you address their needs regardless of whether you have testimonials, but which would you rather have working for you:
1) Your best
Which is more believable?
Sure, the prospect is going to have to listen to you and hope you address their needs regardless of whether you have testimonials, but which would you rather have working for you:
1) Your best
; 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
salesperson talking to a prospect,
or…
2) Your best salesperson talking to a prospect just after the prospect conveniently had a minute to flip through a 3 ring binder full of letters from your clients saying that you hung the moon (or whatever is important for your nich
or…
2) Your best salesperson talking to a prospect just after the prospect conveniently had a minute to flip through a 3 ring binder full of letters from your clients saying that you hung the moon (or whatever is important for your nich
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
e).
DUH. It's obviously number 2, right?
So can anyone explain to me why so many businesses fail to collect testimonials at all, much less collect them with systematic regularity from every single client?
Can anyone add to that why they might collect them and then NEVER
DUH. It's obviously number 2, right?
So can anyone explain to me why so many businesses fail to collect testimonials at all, much less collect them with systematic regularity from every single client?
Can anyone add to that why they might collect them and then NEVER
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
USE THEM????
Double DUH with whipped cream on top.
I hear you, I hear you. "OK Mark, so how do we get them from every client?"
Ok, first, you have to think about your business and STRATEGIZE. I know, its a stretch some days. And it seems simple, but often it's the simple
Double DUH with whipped cream on top.
I hear you, I hear you. "OK Mark, so how do we get them from every client?"
Ok, first, you have to think about your business and STRATEGIZE. I know, its a stretch some days. And it seems simple, but often it's the simple
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
yet important things like this that we forget about when we are neck deep in our businesses and trying to get that next sale, find that new customer, deal with the crisis of the moment (I'll get to that in another post.)
Thats why you have to have systems in place. When I
Thats why you have to have systems in place. When I
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
say systems, I dont necessarily mean "computers that you love to hate", I mean a systematic way of doing things so that no matter who performs a task, the task is always performed the same way, at the same level of quality.
Your systems need to include that you ask EVERY
Your systems need to include that you ask EVERY
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
lient for a testimonial. If you can't get one from every client when you do business with them, you're likely to lose them because you clearly aren't taking care of them very well. After all, if they cant or wont say something nice about you, arent you being kind of a screw
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
up?
Ideally, your clients should be so thrilled to speak for you (on paper, typically) that they will gladly write one for you.
Remember, if you continue to be successful, they will continue to be able to enjoy your products and services that are oh so much better than th
Ideally, your clients should be so thrilled to speak for you (on paper, typically) that they will gladly write one for you.
Remember, if you continue to be successful, they will continue to be able to enjoy your products and services that are oh so much better than th
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
at other guy's. If they arent glad to do this, guess what the problem is? Walk into the restroom. Look into the mirror. Its you. Its not that the customer is a jerk, its that your business did something (or didnt do something) to position them so that they wouldnt care much
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
for you after they gave you their money. Look in the mirror again, just to be safe, ok?
By the way, don't take it too personally when I say "you". I mean "your business" when I say that most of the time. On the other hand, go ahead and take it personal, but FIX IT!
Back
By the way, don't take it too personally when I say "you". I mean "your business" when I say that most of the time. On the other hand, go ahead and take it personal, but FIX IT!
Back
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
to the testimonials…You have to have a form for this. Yeah, its another form, but a form is part of a system. Just humor me, ok?
Some people see a blank piece of paper and freeze up. They just cant think of what to say. That's when you have to step in with yet another step
Some people see a blank piece of paper and freeze up. They just cant think of what to say. That's when you have to step in with yet another step
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
to train your clients so that they behave as you wish.
The 2 most common approaches to this challenge are:
1) Write the testimonial as if your customer said it and GET THEIR APPROVAL and have them sign it. Its best if they can do this on a piece of their letterhead (sure
The 2 most common approaches to this challenge are:
1) Write the testimonial as if your customer said it and GET THEIR APPROVAL and have them sign it. Its best if they can do this on a piece of their letterhead (sure
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
ly you have a piece of blank letterhead from them…). Most clients will gladly let you write a reasonable, honest testimonial if they are allowed to approve it and sign it.
2) Give them a form that asks their name, what problem you solved for them, how much money you saved
2) Give them a form that asks their name, what problem you solved for them, how much money you saved
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
hem, but DON'T ask them questions that result in answers like "we'd love for you to marry their first born daughter cuz you're such a great guy", and so on. Think about why it's important to ask specific questions like this, rather than just have them write "Dave is a great
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
guy, I'd do business with him again." That's a pile of dog stuff when it comes to testimonials. Testimonials serve a purpose. Ask specific questions because you have specific reasons. I guarantee that you do.
3) Be sure that you ask at a time when they are just oh so happ
3) Be sure that you ask at a time when they are just oh so happ
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
y to comply because they are at that moment where they are really happy with the transaction. In a clothing store, it might be while you are ringing them up, packing their clothing etc and the "buzz of the new clothes" is still going on. In a car dealer, it might be months
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
later, when you are following up to make sure they are absolutely happy (don't tell me you aren't doing this…) This time will be different for some businesses, but it will STILL be applicable for every business. Don't even think about starting that "but Mark, my business is
.
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
different" horse hockey.
The Super Big Gotcha To Avoid Never, ever use a testimonial without getting approval from the client. If its not obvious why, think about it. There will be a quiz. Again, thats NEVER (just in case I wasnt clear).
Copyright 2006 - Mark Rif
The Super Big Gotcha To Avoid Never, ever use a testimonial without getting approval from the client. If its not obvious why, think about it. There will be a quiz. Again, thats NEVER (just in case I wasnt clear).
Copyright 2006 - Mark Rif
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
fey. All Rights Reserved Worldwide. Reprint Rights: You may reprint this article as long as you leave all of the links active, do not edit the article in any way, give author name credit where credit is due and follow all of the EzineArticles terms of service for Publishers
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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