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Advice You - The M-Word (Marketing) Phase 2
Last month we looked at what you need to do before you spend money on marketing brochures, a website, advertising or even go out to network. During Phase 1, it’s all about crafting your message. Key steps include getting clear about your market niche, developing a clear message about how you solve your target clients’ problems, articulating what makes you their best choice, packaging your services so clients will buy
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
, and demonstrating why they should trust you.
Skip Phase 1 and chances are you'll do a really good job at spreading the wrong message about your firm in the marketplace. Not only is this confusing for prospective clients, it's a waste of your firm's time and resources. You can learn more about these crucial steps in last month’s e-newsletter at http://www.turningpointemarketing.com:8080/icms/icms.php/cs/9/Articles.
Skip Phase 1 and chances are you'll do a really good job at spreading the wrong message about your firm in the marketplace. Not only is this confusing for prospective clients, it's a waste of your firm's time and resources. You can learn more about these crucial steps in last month’s e-newsletter at http://www.turningpointemarketing.com:8080/icms/icms.php/cs/9/Articles.
; 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
tml.
So let's say you've done your Phase 1 homework and are ready to communicate with your marketplace. Where do you start and what should you consider? In Phase 2 you have a number of communication channels to tap, all of which should be working together. The basics include a business card and stationery, a website, a keep-in-touch system (ideally an e-newsletter, but a paper version works too), perhaps printed mat
So let's say you've done your Phase 1 homework and are ready to communicate with your marketplace. Where do you start and what should you consider? In Phase 2 you have a number of communication channels to tap, all of which should be working together. The basics include a business card and stationery, a website, a keep-in-touch system (ideally an e-newsletter, but a paper version works too), perhaps printed mat
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
rials or leave behinds, a core set of articles and other freebies, and a basic talk you can give (i.e., at an industry networking event, local conference, or Chamber of Commerce event).
At a minimum, you need business cards/stationery, a website, and a valuable article or two to demonstrate your expertise. If you don't have these tools, you're going to have a hard time establishing credibility and differentiating yo
At a minimum, you need business cards/stationery, a website, and a valuable article or two to demonstrate your expertise. If you don't have these tools, you're going to have a hard time establishing credibility and differentiating yo
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
rself in today's marketplace.
This month, let's focus on the most important of these tools: a solid website. Much more than an electronic brochure, a well-done website can do a lot of the marketing "heavy lifting" if you couple it with a smart online/offline strategy to get people to visit your site. Done right, here’s what a website can do for you:
* Build relationships. Marketing your professional service firm is
This month, let's focus on the most important of these tools: a solid website. Much more than an electronic brochure, a well-done website can do a lot of the marketing "heavy lifting" if you couple it with a smart online/offline strategy to get people to visit your site. Done right, here’s what a website can do for you:
* Build relationships. Marketing your professional service firm is
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
about creating and sustaining a trust-based relationship with your intended and current clients. A good website and online promotion strategy can do just that, without requiring more of you precious billable hours to be present in your clients’ and prospects lives.
* Tap new markets. Why do clients come to you in the first place? Is it because they have a real problem, an immediate need, and no choice but to hire yo
* Tap new markets. Why do clients come to you in the first place? Is it because they have a real problem, an immediate need, and no choice but to hire yo
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
? What if you could tap a less crisis-driven, more pro-active market that provided you with more predictable and longer-term cash flow? Amazingly, an integrated online/offline marketing strategy, centered around your website can do that for you.
* Accelerate your sales cycle. By the time someone calls you, chances are they’ve already visited your website. With the right online approach, you can increase a prospect’s
* Accelerate your sales cycle. By the time someone calls you, chances are they’ve already visited your website. With the right online approach, you can increase a prospect’s
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
confidence that your firm is the right one to call, reduce the number of unqualified prospects, encourage a "call to action," and begin a long-term relationship.
* Stay in sight and top of mind. The adage, "out of sight is out of mind" is true, even in business. There is simply no guarantee that an existing client will return to your firm the next time they need similar services. Too many variables and influences c
* Stay in sight and top of mind. The adage, "out of sight is out of mind" is true, even in business. There is simply no guarantee that an existing client will return to your firm the next time they need similar services. Too many variables and influences c
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
n intercede, particularly if a lot of time passes between needs. Your website and online strategy can painlessly bridge the gap between more time consuming, "off-line" keep-in-touch activities (i.e., phone calls, direct mail, customer surveys) that are often hard to carve out time to do and expensive to implement.
* Turbocharge your business development efforts. A well-constructed website can be the "hub" of your fi
* Turbocharge your business development efforts. A well-constructed website can be the "hub" of your fi
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
m’s presence in the marketplace. Ideally, your website is the first place prospects go when they learn about your firm through a referral, while networking, in the press, or perhaps a direct mail piece. Once they’re on your site, you can educate them, build their loyalty and confidence, demonstrate your results, and motivate them to take action…all for a fraction of the time, energy, and money these things require of
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
-line.
* Manage your marketing dollars more wisely. Wouldn’t it be great if you could tell which off-line marketing activities pay off and which ones don’t? With the right approach, you can do just that, using your website – and underlying technology – as a tool for "measured marketing." You’ll never have to wonder if the money you spend on direct mail, networking, or publicity is really worth it again – you’ll know
* Manage your marketing dollars more wisely. Wouldn’t it be great if you could tell which off-line marketing activities pay off and which ones don’t? With the right approach, you can do just that, using your website – and underlying technology – as a tool for "measured marketing." You’ll never have to wonder if the money you spend on direct mail, networking, or publicity is really worth it again – you’ll know
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 sure!
For specific tips on what to consider in developing (or upgrading to) a website that really works, keep reading...
The money you spend on a website and promotional strategy is only as good as the work they do for you to turn "surfers" into real clients. For a website that works hard and gets results, here’s what to consider.
1) Function over form. There are plenty of visually appealing websites that fall
For specific tips on what to consider in developing (or upgrading to) a website that really works, keep reading...
The money you spend on a website and promotional strategy is only as good as the work they do for you to turn "surfers" into real clients. For a website that works hard and gets results, here’s what to consider.
1) Function over form. There are plenty of visually appealing websites that fall
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
far short of what clients and prospects are really looking for. When someone visits your site, they want it to…
* load quickly
* be easy to read
* be easy to navigate (i.e., no mysterious icons or images that represent links)
* provide a range of compelling information (not everyone will read it all, but everyone is attracted and motivated by different things – so you’ve got to offer it all)
* make it easy to co
* load quickly
* be easy to read
* be easy to navigate (i.e., no mysterious icons or images that represent links)
* provide a range of compelling information (not everyone will read it all, but everyone is attracted and motivated by different things – so you’ve got to offer it all)
* make it easy to co
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
tact you
* not distract or waste their time with unnecessary effects
* be easy to print out
* teach them something they didn’t know
* motivates them to do something (i.e., sign up for your e-newsletter, download an article)
Graphic design is a very important element of any website, but it should not be what drives content, navigation, and usability. At most, it should weigh in equally with content and navigation
* not distract or waste their time with unnecessary effects
* be easy to print out
* teach them something they didn’t know
* motivates them to do something (i.e., sign up for your e-newsletter, download an article)
Graphic design is a very important element of any website, but it should not be what drives content, navigation, and usability. At most, it should weigh in equally with content and navigation
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
.
2) Long, well-written copy sells. Believe it or not, if what you say speaks to your target audience in language that’s about them, their problems, their world, and their needs, they’ll read a lot more than you’d think. The key, though, is that what you say has got to be about them, not your firm – at least not initially.
Most professional service firms break this rule…and end up sounding alike. Differentiate your
2) Long, well-written copy sells. Believe it or not, if what you say speaks to your target audience in language that’s about them, their problems, their world, and their needs, they’ll read a lot more than you’d think. The key, though, is that what you say has got to be about them, not your firm – at least not initially.
Most professional service firms break this rule…and end up sounding alike. Differentiate your
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
firm by writing website content that speaks to your clients’ worldview, not yours. Educate them, motivate them, soothe them, convince them, inform them, and move them to action.
3) Load up on value. Give visitors to your site a reason to stick around and to "bookmark" your site because it’s so darned valuable. Increase their knowledge and help them feel competent every time they go to your site, and they’ll fall in
3) Load up on value. Give visitors to your site a reason to stick around and to "bookmark" your site because it’s so darned valuable. Increase their knowledge and help them feel competent every time they go to your site, and they’ll fall in
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
ove with your firm. Ironically, the more you share about what you know, the more people are drawn to your work and will trust that your services are highly valuable, and worth every penny they pay.
4) Integrate online with off-line. Think about how you get new clients now – word of mouth? Referrals? Networking? A letter of introduction? Quoted in the press? Usually it’s through off-line activities. While you’re at i
4) Integrate online with off-line. Think about how you get new clients now – word of mouth? Referrals? Networking? A letter of introduction? Quoted in the press? Usually it’s through off-line activities. While you’re at i
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
, invite people to visit your website and let it do the initial relationship-building work for you. Follow up an initial introduction with an email link to your site and an invitation to subscribe to your firm’s free e-newsletter. Attach an article you’ve written that specifically addresses the concern they approached you about. Follow up with a phone call to see if they got the article and continue your conversation
.
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
Maybe you get a new client right away, but if not, you keep in touch through your monthly e-newsletter that reminds them of how valuable you are, and drive them back to new content on your website. Before you know it, you do have a new client, and a lot of the work was done by your great website.
Even if your firm has a website, take a look at how hard it works for you. Remember, marketing is about creating and su
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
taining a relationship with your target audience and current clients. Leverage the power of a well-crafted website and promotional strategy, and that process gets a lot easier!
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We encourage sharing and publication of Your Monthly TurningPointe in whole or in part if copyright and attribution, including live web site link and email link, are always included. Please let us know where and when it will appear. Thank you
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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