Advice You - Business

It is interesting how we can read about someone else’s ideas and put our own spin on those ideas and make them uniquely our own.

One of the most worn out books I own is Robert Bly’s How To Become A Recognized Authority In Your Field In

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

60 Days Or Less. The cover is falling off this little paperback book of wisdom. I have highlighted, bookmarked and notated many of the pages in it. And I keep learning from it.

But I am also spinning out my own ideas using Bly’s w

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

rk as a starting point.

The genius of Robert Bly’s strategy is that you become successful by giving your knowledge and information away in the form of booklets, ebooks, articles, speeches, workshops, seminars, CDs, DVDs and by writing boo

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

s.

He says, “Volumes have been written about selling and marketing, especially for entrepreneurs, small businesses and self-employed professionals. But there is one marketing strategy that, if you master it, eliminates the need to do any

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

other type of selling or marketing ever: becoming a guru.”

A “guru,” as Bly uses the term, is not a negative at all. It is what he refers to as a person who has become a recognized authority in his or her field. In other words, rainmaki

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

g is marketing your professional practice or business by becoming a known expert.

Here are 11 steps I have come up with, fully given Bob Bly credit for sparking my own ideas, that you can use to become a recognized authority in your own f

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

eld:

Start a blog on your topic. Write at least 2-3 paragraphs a day. Soon you will find that your ideas flow and you will probably be writing much more, but discipline yourself to write at least 2-3 paragraphs a day.

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
>Don’t let any perceived technical ignorance keep you from creating a blog. If you can send someone an email, you can start a blog in about 10 minutes if you use blogger.com.
Don’t be embarrassed when the inevitable days come when yo

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

write nothing but junk. That’s not the point. Even your worst writing can be rewritten later after time has given you perspective on it. Your only goal at this stage is to be writing out your ideas about your field each day. It is a b

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

ilding process. Besides, at first no one will be reading your blog, so there is nothing to be embarrassed about.

For the time being, focus only on blogging every day for two months. Two or three paragraphs a day, every day. Then pr

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

nt out everything you have written. You will pleasantly surprise yourself that some of your material is very good. The rest may need revision and polishing, but it too will be useful.

Now take your accumulated writings and start wri

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

ing articles using this material. Publish some of your articles online at some of the more than 400 article submission sites or article banks on the web. Just do a Google search for “article submission sites” and you will have more than

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

nough places to submit your articles to.

Also write some larger articles for offline publications. Get a copy of the Writer’s Market, which is published by Writers Digest Books each year. Don’t attempt to send your articles to the

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

arger publications (yet), for now target trade magazines that service your target clients.

These trade magazines are much more flexible and likely to accept articles from unknowns. Most will even pay you a small fee for your articles

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

so you can now start covering some of your costs.

Keep reprints of your articles for marketing purposes. They will make great inserts in your mailings and publicity kits.

Keep blogging while you do all this, never let yourself

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

rite less than your daily 2-3 paragraphs. Your blogging produces your raw material that can be reworked and recycled into other formats.

About the time you are basking in the glow of becoming a published writer, you will have written

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

enough material that can be “morphed” into many useful formats. Your material might comprise a booklet you can send to prospective clients, or you might rework that booklet to be an ebook you can email to anyone who may help you build you

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

business.

Within a year, you should have enough material to start thinking about a bigger project like an outline for a workshop or a full-length book. It has been said that a book is the ultimate sales literature. Imagine a client

.

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

who is trying to choose between you and a competitor. If you are the professional who can give this person a book you have written …well I think we all know how the client will choose. The real genius of marketing yourself by becomi

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

g a recognized authority is that clients will come to you. As an expert you will be able to charge higher fees than your competition and you will generally work with the best clients.

COPYRIGHT(C)2006, Charles Brown. All rights reserved

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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As much as we'd like everyone to be our clone: same work ethic, owner mentality, intelligence level, capable of seeing the big picture and multi-tasking, that’s just not reality. A good manager will recognize that each associate has a different set of strengths they bring to the table. A great leader will do something about tapping into those strengths.

Employers may be using Google to get information about you without your knowing about it.

Give people a deadline to order. Tell people if they order by Jan 28, 2000 they will get a discount or free bonuses. This will create an urgency so they don't put off buying.

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