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Advice You - How to Profit from Your Expertise (Part 2 of 2)
Last month we looked at the first step in how to naturally profit from your expertise: packaging your knowledge into articles and talks. Done right, you’ll exponentially multiply the number of motivated, pre-qualified prospects you reach in a fraction of the time that networking and referrals require.
This month, we’ll look at how to get in front of the right audiences to put your attention-getting articles and ta
This month, we’ll look at how to get in front of the right audiences to put your attention-getting articles and ta
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
lks to work in promoting you and your firm.
Before we go there, make sure you’ve:
• Given your talk or article a compelling title that answers your target audience’s “WIIFM” (What’s In It For Me?). It doesn’t matter how brilliant your content is, if people don’t read past your title or sign up for your talk. Your title is ALL that matters, at first glance.
• Got a title that’s clear and easy to understand, targe
Before we go there, make sure you’ve:
• Given your talk or article a compelling title that answers your target audience’s “WIIFM” (What’s In It For Me?). It doesn’t matter how brilliant your content is, if people don’t read past your title or sign up for your talk. Your title is ALL that matters, at first glance.
• Got a title that’s clear and easy to understand, targe
; 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
ts the audience specifically, includes core benefits directed at the reader/listener’s self-interest, and leads the reader/listener into the copy/talk.
For specific tips on how to make your titles compelling, read last month’s issue of this e-newsletter at http://www.turningpointemarketing.com:8080/icms/icms.php/cs/9/linktarget.html.
So if sharing your expertise through articles and talks is the fastest way to pr
For specific tips on how to make your titles compelling, read last month’s issue of this e-newsletter at http://www.turningpointemarketing.com:8080/icms/icms.php/cs/9/linktarget.html.
So if sharing your expertise through articles and talks is the fastest way to pr
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
omote your professional service firm, how do you get in front of audiences that are full of good prospects?
STEP 1: Find the right audiences
In the beginning, this is about promotion and getting the word out through knowledge sharing…not getting paid to speak or write articles. So if you’re doing this for free, get a return on your investment by being in front of your target audience.
Finding the right target au
STEP 1: Find the right audiences
In the beginning, this is about promotion and getting the word out through knowledge sharing…not getting paid to speak or write articles. So if you’re doing this for free, get a return on your investment by being in front of your target audience.
Finding the right target au
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ience for your talk or article takes some old fashioned footwork. Here’s what you do:
1. Think about who you want sitting in your audience or reading your article – your ideal target client – and find out where they go for professional education, what associations they belong to, what they read, where they network, etc. Where are you most likely to bump into them?
In some cases, it could even be events held by yo
1. Think about who you want sitting in your audience or reading your article – your ideal target client – and find out where they go for professional education, what associations they belong to, what they read, where they network, etc. Where are you most likely to bump into them?
In some cases, it could even be events held by yo
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ur larger clients for their own employees (i.e., national and regional meetings for sales, HR, finance, IT staff, etc.)
For ideas and association contact info, try http://www.marketingsource.com/associations/ and http://www.galegroup.com (accessible for free at the public library).
2. Know you “customer.” Check out the websites of the organizations and publications you’re targeting. Find out what the hot issues a
For ideas and association contact info, try http://www.marketingsource.com/associations/ and http://www.galegroup.com (accessible for free at the public library).
2. Know you “customer.” Check out the websites of the organizations and publications you’re targeting. Find out what the hot issues a
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
re. Also research any procedures for speakers and writers – you’ll often find guidelines right on their website. Sometimes you have to complete an online application, other times is less formal.
3. Contact the right person – the one making the decision about speakers or articles. Even if decisions are made by committee (i.e., the Education Committee), they still have a main contact and a process you need to follow
3. Contact the right person – the one making the decision about speakers or articles. Even if decisions are made by committee (i.e., the Education Committee), they still have a main contact and a process you need to follow
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
Get the person’s name and talk with them directly.
4. Make it congenial and low-key – this is not a sales call. You’re simply asking if they think their members or readers would benefit from learning more about __________ (and then use one of the catchy, compelling titles that you developed using the guidelines in last month’s e-newsletter!).
5. In most cases, you’ll get a polite “maybe,” “can you send me some i
4. Make it congenial and low-key – this is not a sales call. You’re simply asking if they think their members or readers would benefit from learning more about __________ (and then use one of the catchy, compelling titles that you developed using the guidelines in last month’s e-newsletter!).
5. In most cases, you’ll get a polite “maybe,” “can you send me some i
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
nformation?” or “you need to jump through these hoops…” Great – you’ve got the green light to take the next step!
If you get a “no,” move on. Learn what you can, adjust your approach if you’re making no progress, and keep going.
STEP 2: Send the right materials
Getting a green light means you need to send something.
Talks
For talks, it usually means sending your “press kit” or “media kit.” This isn’t as fancy
If you get a “no,” move on. Learn what you can, adjust your approach if you’re making no progress, and keep going.
STEP 2: Send the right materials
Getting a green light means you need to send something.
Talks
For talks, it usually means sending your “press kit” or “media kit.” This isn’t as fancy
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
as it sounds. Often a well-written, cover letter, 1-page description of your talks, and your bio (again, client-centered and must pass the WIIFM test) will due. In most cases, though, you need more.
To really knock their socks off, you should include some of your articles, a list of places you’ve given talks, a couple of client case studies, any brochures or printed web pages that are high-value and about the targ
To really knock their socks off, you should include some of your articles, a list of places you’ve given talks, a couple of client case studies, any brochures or printed web pages that are high-value and about the targ
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
t audience, and a 1-page collection of testimonials from people who’ve attended your past presentations. If you sell products or have “packaged” your expertise into tapes or CDs, definitely throw one in!
The point is to clearly demonstrate how valuable you’ll be for the decision-maker’s audience. Remember, the person booking you for the talk has one concern: that you make their event a success. So they need to kno
The point is to clearly demonstrate how valuable you’ll be for the decision-maker’s audience. Remember, the person booking you for the talk has one concern: that you make their event a success. So they need to kno
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
w that you’ll be well received, offer loads of value, and not ruin the event.
You’ll build their confidence in you as a good choice, by giving them lots of evidence that you’ll do a great job. That’s what your press kit, your website, and your easy approach with them on the phone will do.
Articles
For articles, you’ll need to do a query letter with a brief description of your article. You can offer to send a sam
You’ll build their confidence in you as a good choice, by giving them lots of evidence that you’ll do a great job. That’s what your press kit, your website, and your easy approach with them on the phone will do.
Articles
For articles, you’ll need to do a query letter with a brief description of your article. You can offer to send a sam
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
ple article or direct them to your website for examples of your writing. Again, the decision maker needs to know they can count on you to deliver the goods.
A couple of points about articles for major publications:
• You probably won’t retain the copyright if you’re writing an original article, but ask for it anyway. At a minimum, make sure you can get “reprint rights” for your own website.
• What you submit wil
A couple of points about articles for major publications:
• You probably won’t retain the copyright if you’re writing an original article, but ask for it anyway. At a minimum, make sure you can get “reprint rights” for your own website.
• What you submit wil
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
l be edited, most likely heavily. Editors have to stick to a word count, which means a lot can get cut. It’s still worth it, considering the exposure you’ll get.
I’ve found that one of the easiest way to get articles distributed is to write and publish them on your own web site, then invite others to use them or link to them on their sites. Word gets around and people are always looking for good content.
STEP 3:
I’ve found that one of the easiest way to get articles distributed is to write and publish them on your own web site, then invite others to use them or link to them on their sites. Word gets around and people are always looking for good content.
STEP 3:
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
ollow up and keep your pipeline full
Like any sales pipeline, you have to keep your speaking/publishing pipeline full of prospects at various stages of closure. Here’s how to manage it realistically:
• After you send your materials, politely and consistently follow up with the decision maker you talked with in Step 1. Be persistent, but not a pest. Keep it focused on his/her needs and the WIIFM of your target aud
Like any sales pipeline, you have to keep your speaking/publishing pipeline full of prospects at various stages of closure. Here’s how to manage it realistically:
• After you send your materials, politely and consistently follow up with the decision maker you talked with in Step 1. Be persistent, but not a pest. Keep it focused on his/her needs and the WIIFM of your target aud
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
ience.
• Set a reasonable goal, say, submitting one article or talk per month to five prospects (editors, education directors, meeting planners, etc.).
• Start with easy audiences and move up. It’s okay to start with lower-stakes audiences, but you’ll need to shift to opportunities that will pay off for you. Hone your skills, then move to the next level.
• Multitask! Offer to write an article that ties into the
• Set a reasonable goal, say, submitting one article or talk per month to five prospects (editors, education directors, meeting planners, etc.).
• Start with easy audiences and move up. It’s okay to start with lower-stakes audiences, but you’ll need to shift to opportunities that will pay off for you. Hone your skills, then move to the next level.
• Multitask! Offer to write an article that ties into the
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
talk you’re pitching. The article could appear on the organization’s website and/or in their newsletter, just prior to your talk. You get more exposure and they get loads of value.
More tips to get you in front of the right audiences…
• Know what your policy is before contacting prospects (i.e., will you speak locally for free? who pays for materials?, are your expenses covered for out of town travel? do you trea
More tips to get you in front of the right audiences…
• Know what your policy is before contacting prospects (i.e., will you speak locally for free? who pays for materials?, are your expenses covered for out of town travel? do you trea
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
non-profit and for-profit organizations differently? etc.)
• Take a personal approach. Call the right person and have a conversation. Forget about doing a mass mailing or email blitz. It won’t work.
• Remember, this is not about selling yourself. It’s about helping people by sharing what you know. Approached in this spirit, your enthusiasm will shine through and you’ll attract people to what you have to share.
• Take a personal approach. Call the right person and have a conversation. Forget about doing a mass mailing or email blitz. It won’t work.
• Remember, this is not about selling yourself. It’s about helping people by sharing what you know. Approached in this spirit, your enthusiasm will shine through and you’ll attract people to what you have to share.
.
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
• Never forget that it’s all about the WIIFM. Really focus on the needs of 1) the decision maker who could book your talk or publish your article and, 2) what value you bring to the target audience.
• If you don’t have time to do all of the footwork involved, use this as a career development opportunity for someone in your firm or for a part-time assistant. Just make sure you train them very well – remember, they
• If you don’t have time to do all of the footwork involved, use this as a career development opportunity for someone in your firm or for a part-time assistant. Just make sure you train them very well – remember, they
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
represent you and your firm in the marketplace. Role model for them how you want this done by making the first few inquiries yourself.
Good luck and let me know how it goes!
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
Good luck and let me know how it goes!
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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