Cases - Business

Are you tired of prospecting for new business?

Are you sick of networking, begging for referrals, or spending a small fortune on advertisements that produce little results?

Wouldn't it be nice if you could just sit down at your desk and have the phone ring knowing that new business is on the oth

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

er end of the line?

Who wouldn't, right...? _________________________________________

The Secret Formula for Getting People to Call You _________________________________________

No matter what product or service you sell, there is a formula for getting people to call you (instead of the oth

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

Examples of combination products may in

r way around.)

Let me take a moment and explain each step in this formula and give you a few examples of how it works... _________________________________

Step 1. Interrupt Their Train of Thought _________________________________

People are busy, busy, busy. At any one moment you and I have

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

a thousand things going on. So the first step to effectively market to someone is to interrupt them and grab their attention.

You can do this with...

a. Bold, compelling headlines

b. Unusual graphics or photos

c. Unique opening statements

I run an ad in a trade mag in the most competitive sec

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

ion of the publication. But my ad sticks out like a sore thumb because I place it UPSIDE DOWN!

That ad pulls as much as a quarter page ad does and it's only a tiny little 2' x 2' ad.

(By the way, if you want to see that ad and you have in interest in coaching you can find it in my ttp://www.Coac

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

Combination pro

esMarketingBootcamp.com package.

________________________________________

Step 2. Engage Their Mind With Relevant Content ________________________________________

Once you have your prospects attention, the next step is to pull them into your message. The best way to do that is to use relevan

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

content.

By that I mean, say something that they would be keenly interested in. For instance, I have no interest in cats so I would skip right over the headline, "How to Stop Your Cat from Ripping Your Couch and Carpet Apart."

It's not relevant to me.

But if I saw a headline that said, "The De

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

l Is Sealed...Shaq Gets Traded," that would stop me in my tracks (I'm a basketball nut).

Your message must be relevant to your prospect.

____________________________________________

Step 3. Educate Them On How to Solve Their Problem ____________________________________________

Now it's time

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

o educate your prospect. Education-Based Marketing is one of the most powerful marketing strategies available today and does a number of positive things for you:

a. It gives your prospect the REASON WHY they should care about what you're saying.

b. It appeals to the prospect's emotional need to

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

olve their problem. (People buy with their emotions)

c. It positions you as the expert and someone to be trusted.

For instance, why do you think you find all those long, long salesletters on the net? Because they work! The more you tell the more you sell.

_______________________________________

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

Step 4. Prove That Your Solution Actually Works _______________________________________

People today are so SKEPTICAL. No one believes anybody anymore. Every marketing message is taken with a grain of salt.

That's why you MUST PROVE what you're saying is true. Proof can come through customer

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

Following aspects would a

success stories, study findings, quotes from experts, before and after photos etc.

You have to consider yourself as being on trial and your prospects are sitting in the jury box. You've got to prove to them what you're saying is true.

Are you proving your solution in your marketing efforts?

___

dd to the challenges in developing combination products:

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

_______________________________________

Step 5. Offer Them Additional Help For their Problem ___________________________________________

The last step is to naturally offer your prospect additional help. Up to this point you've only teased them. Now you must lead them to the next step.

The ne

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

t step should be some offer for help. This could be a free report, a video, an audio program (notice that I like low cost information products) or a free catalog, or even access to a free question and answer help line.

If you want to decrease your response and increase the quality of prospects th

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

t come to you, you can charge a small fee to make the next step.

_________________

A Live Case Study _________________

I used to do a lot of direct response advertising to generate leads for potential hot tub buyers.

I offered a free video to the respondents. We were getting a lot of leads, b

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

t many of them were from people who already owned a hot tub (if you can believe that).

So we simply asked for a shipping fee of $2.95 for the video and it cut down our leads but dramatically increased our closing rate.

___________________________________________

How to Use this Process for Your

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

Professional from academic institutions, pharmaceutical industries, health care indust

Own Purposes ___________________________________________

You might be thinking, thanks David, but "how" do I use this information for my own business.

It's simple...take each step and ask yourself these questions...

Step 1 - "What headline, photo, or gimmick can I use that would stop my uniqu

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

prospect and make them pause for a moment?"

Step 2 - "What problem does my prospect have that is painful, ugly, dirty, and smelly?" When you have the answer to that question, use it in a headline, sub headline or opening statement to engage them in your message.

Step 3 - "How can I make the pro

.

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

lem in Step 2 sound even worse and then how can I explain to them how my solution solves it."

Step 4 - "What proof can I come up with that my solution actually works and has worked for many companies (or people)?"

Step 5 - "What offer can I come up with that would be so irresistible that my pros

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

Companies that provide selfless information through particip

ects would have to pick up the phone and call me immediately?"

If you ask yourself these five questions and can come up with some good answers then you're well on your way to getting people to chase you down instead of you begging to steal a moment of their time. (Yuck!)

Copyright 2005 David Fre

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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