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Advice You - Paul Revere, Internet Marketing, and the 80/20 Rule
I’ll bet you thought you knew all about Paul Revere. He was,
of course, responsible for inventing the Internet…uh, no…
sorry, wrong turn.
Not that he couldn’t have used Internet marketing principles, however, had the Internet been available. Putting an ad up on Google sure would have made life a lot easier than, say, getting captured
Not that he couldn’t have used Internet marketing principles, however, had the Internet been available. Putting an ad up on Google sure would have made life a lot easier than, say, getting captured
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
by the British…not to
mention a greater impact, as Internet marketing goes.
But, his famous ride to awaken the colonists has historians - but not marketers – utterly baffled. Why? Let’s see first the problem … then how marketing (particularly Internet marketing principles) solves the problem.
Most historians don’t understand the 80/
But, his famous ride to awaken the colonists has historians - but not marketers – utterly baffled. Why? Let’s see first the problem … then how marketing (particularly Internet marketing principles) solves the problem.
Most historians don’t understand the 80/
; 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
20 Rule. Don’t get
me wrong. A lot of people don’t understand the implications
of the 80/20 Rule. They don’t understand its recursive
nature, the “64 – 4 Rule,” the “51.2 -0.8 Rule,”
“Sierpinski Triangles,” and so on.
But, it’s really not necessary to understand all of that, anyway. What you should know is simple: the 80/20 Rule sim
But, it’s really not necessary to understand all of that, anyway. What you should know is simple: the 80/20 Rule sim
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ply means 80% of your results will flow from 20% of your
efforts. That’s the simplicity of the 80/20 Rule for
Internet marketing…or anything else.
Paul Revere understood the 80/20 Rule well, in concept. I bet he would have taken to Internet marketing too.
You see, historians can’t understand why Paul Revere’s ride produced a word- of
Paul Revere understood the 80/20 Rule well, in concept. I bet he would have taken to Internet marketing too.
You see, historians can’t understand why Paul Revere’s ride produced a word- of
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
–mouth- epidemic (“buzz”) and why fellow
yeller William Dawes’ ride did not. After all, Dawes
traveled 17 miles on horseback that night. But, almost no
one from the southerly circuit of towns he visited – towns
like Roxbury, Brookline, Watertown, and Waltham – responded
to the call.
That’s the reason he goes as an unsung hero in our
That’s the reason he goes as an unsung hero in our
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
history.
I am a wandering, bitter shade, Never of me was a hero made; Poets have never sung my praise, Nobody crowned my brow with bays; And if you ask me the fatal cause, I answer only, "My name was Dawes" 'Tis all very well for the children to hear Of the midnight ride of Paul Revere; But why should my name be quite forgot, Wh
I am a wandering, bitter shade, Never of me was a hero made; Poets have never sung my praise, Nobody crowned my brow with bays; And if you ask me the fatal cause, I answer only, "My name was Dawes" 'Tis all very well for the children to hear Of the midnight ride of Paul Revere; But why should my name be quite forgot, Wh
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
o rode as boldly and well, God wot?
Why should I ask? The reason is clear --
My name was Dawes and his Revere.
History rings with his silvery name;
Closed to me are the portals of fame.
Had he been Dawes and I Revere,
No one had heard of him, I fear.
No one has heard of me because
He was Revere and I was Dawes.
(The Midnight Ride
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
f William Dawes
by Helen F. Moore -Century Magazine, 1896).
Seems unfair. Many historians lament Dawes, the unrecognized hero. But, then again, the 80/20 Rule shows us that life is disproportionate in its results.
That wasn’t Paul Revere’s only ride:
You see, the 80/20 Rule teaches us one simple lesson and …several very powerful on
Seems unfair. Many historians lament Dawes, the unrecognized hero. But, then again, the 80/20 Rule shows us that life is disproportionate in its results.
That wasn’t Paul Revere’s only ride:
You see, the 80/20 Rule teaches us one simple lesson and …several very powerful on
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
es. So don’t go away.
The simple lesson? That’s easy. Focus and prioritize on what you do best. Each of us is, or should be, a specialist in a particular niche. In other words, very good in one area – and a “duck out of water” elsewhere.
That was Paul Revere. As renowned historian David Hackett Fischer put it, unlike Dawes, Revere h
The simple lesson? That’s easy. Focus and prioritize on what you do best. Each of us is, or should be, a specialist in a particular niche. In other words, very good in one area – and a “duck out of water” elsewhere.
That was Paul Revere. As renowned historian David Hackett Fischer put it, unlike Dawes, Revere h
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
ad an “uncanny genius
for being in the center of events.”
• From the Boston Tea Party to the Revolution, committees and congresses sprang up all over New England. Revere rode from one city to another, bearing messages and linking to each other. Consequently, he was well known.
• He rode to Philadelphia from Boston regularly carrying
• From the Boston Tea Party to the Revolution, committees and congresses sprang up all over New England. Revere rode from one city to another, bearing messages and linking to each other. Consequently, he was well known.
• He rode to Philadelphia from Boston regularly carrying
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
organizational messages. He rode from Boston to New
Hampshire, from Boston to New York, and from Boston to just
about anywhere in New England.
• He connected people to people, and people to news and events. And he did it well. While 80% of the leadership belonged to but one committee, he was only one of two men who served on almost
• He connected people to people, and people to news and events. And he did it well. While 80% of the leadership belonged to but one committee, he was only one of two men who served on almost
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
all of the committees in Boston.
(80/20 Rule: The most accomplish the least. The least
accomplish the most.) More popularly known as: “If you want
something done well, give it to a busy person.”
• He was a clearinghouse for information about the British. In other words, if you knew something and didn’t know who to tell, you went to P
• He was a clearinghouse for information about the British. In other words, if you knew something and didn’t know who to tell, you went to P
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
aul Revere.
So, when the stable boy overheard the conversation of the two British officers, he went to Paul Revere.
When Paul Revere mounted his horse that fateful night, his travels were strategic…He knew who the town fathers, militia commanders, Minutemen officers, key ministers, opposition lawyers, merchant leadership, and other
So, when the stable boy overheard the conversation of the two British officers, he went to Paul Revere.
When Paul Revere mounted his horse that fateful night, his travels were strategic…He knew who the town fathers, militia commanders, Minutemen officers, key ministers, opposition lawyers, merchant leadership, and other
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
strategically placed individuals were… and where they
lived.
Dawes did not have that gift. He was not well known. He had not traveled widely. Consequently, his efforts that night were spent on arousing common folk, no doubt, but most people didn’t know where to go, or who to contact, or what the next step should be.
Paul Revere knew
Dawes did not have that gift. He was not well known. He had not traveled widely. Consequently, his efforts that night were spent on arousing common folk, no doubt, but most people didn’t know where to go, or who to contact, or what the next step should be.
Paul Revere knew
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
the leadership. What they needed was what
we all call in Internet marketing, a “message to market
match,” (when and where specifically the British were
moving).
Paul Revere supplied that match. The 80/20 Rule is a filter for precision matches between effort and result. He supplied that filter:
Paul Revere supplied that match. The 80/20 Rule is a filter for precision matches between effort and result. He supplied that filter:
• Preparation and research? His “k
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
eywords” were people,
places and events learned over three years…
• Key knowledge? The information from the stable boy… and
when the British would move …
• Strategic “niches”? Most “profitable” towns to alarm in
the shortest amount of time…
• “Pre-qualified traffic”? The individuals who were
prepared to respond to his call, did so,
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
like clockwork.
• “Message to market match”? They would act in direct
response to his focused message… and …
• Call to action? “The British are coming. Resist
them…now.”
Revere was less a rider and more a “guided missile” that night. Specific. Targeted. Effective. Those are the ingredients for successful Internet marketing…an
Revere was less a rider and more a “guided missile” that night. Specific. Targeted. Effective. Those are the ingredients for successful Internet marketing…an
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
d the call
to Lexington Green that next day was an 80/20 Rule “in
play”.
Every Internet marketer knows from the 80/20 Rule, that Internet marketing is a process, broken down into steps, each step catering to the comfort zone of different kinds of individuals. The days of “one stop, one purchase” are over. Most people will NOT purcha
Every Internet marketer knows from the 80/20 Rule, that Internet marketing is a process, broken down into steps, each step catering to the comfort zone of different kinds of individuals. The days of “one stop, one purchase” are over. Most people will NOT purcha
.
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
se in one stop…so devise
other kinds of response (email follow-up, mini-courses, opt
ins, surveys, etc.)
As any Internet marketing specialist knows, if people are confused, they take no action, except to leave the issue (or website) alone.
If Dawes had had a website, they would’ve left it confused with no way to respond to any call
As any Internet marketing specialist knows, if people are confused, they take no action, except to leave the issue (or website) alone.
If Dawes had had a website, they would’ve left it confused with no way to respond to any call
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
to action.
So, people didn’t act under his call … until days later, after Lexington and Concord were history.
Yes, William Dawes was a hero. But, his ride took so much more effort, accomplished much less, and took much longer to finish … Mixed results, at best.
History and Internet marketing turn on hinges produced by the 80/20 Rule
So, people didn’t act under his call … until days later, after Lexington and Concord were history.
Yes, William Dawes was a hero. But, his ride took so much more effort, accomplished much less, and took much longer to finish … Mixed results, at best.
History and Internet marketing turn on hinges produced by the 80/20 Rule
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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