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Cases - 5 Things More Important to Internet Buyers than WHAT You're Selling II
Web commerce is all about courtship, not salesmanship. In life, a suitor can't go from first date to the engagement ring in one afternoon. Courtship is an intricate dance, where each party contributes to the relationship at a measured tempo. Trust grows through gradual exchanges and
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
reassurances.
Yet, the typical sales-oriented Web site urges the visitor to jump to commitment right away. Pushing for them to "BUY NOW!" is not only premature, but a misapplication of the fact that visitors are in a hurry. Developing a relationship can't be rushed or skipped--not
Yet, the typical sales-oriented Web site urges the visitor to jump to commitment right away. Pushing for them to "BUY NOW!" is not only premature, but a misapplication of the fact that visitors are in a hurry. Developing a relationship can't be rushed or skipped--not
; 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
if you intend to lead them to the alter (sale). Buyers want and need to proceed at their own pace.
Each request you make of a visitor "call, read, subscribe or buy" requires a higher level of commitment. So back off the hard sell, and instead weave the steps into a sensuous dance t
Each request you make of a visitor "call, read, subscribe or buy" requires a higher level of commitment. So back off the hard sell, and instead weave the steps into a sensuous dance t
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
hat respects them and invites a lasting relationship. It's possible, if you follow these five points that buyers care about.
1. How well they're treated
The mood of the site should be welcoming, geared to assist the customer finding what they're looking for. Trust grows as you min
1. How well they're treated
The mood of the site should be welcoming, geared to assist the customer finding what they're looking for. Trust grows as you min
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
mize their sense of risk. And make no mistake, the buyer's risks are greater online. Recognize them and reduce them as much as possible. They've been conned, burned, or faced non-delivery of purchases--not to mention abuse of their credit cards or privacy information.
The Internet
The Internet
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
works because people feel anonymous. People are understandably leery about revealing personal information. So every aspect of the site needs to say, "you're safe here" along with, "look at all the interesting things we have to show you." One fast move and that skittish deer will bol
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
.
Web commerce has several inherent disadvantages--shipping charges, delays until products arrive, lack of hands-on assessment, etc. When buyers encounter other disadvantages as well, whether it's unacceptable policies, or added costs, they treat them as a deal breaker--even if it'
Web commerce has several inherent disadvantages--shipping charges, delays until products arrive, lack of hands-on assessment, etc. When buyers encounter other disadvantages as well, whether it's unacceptable policies, or added costs, they treat them as a deal breaker--even if it'
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
s just a little bit more.
2. How efficiently the buying process went
Assuming your site sells a tangible product, the buyer has to be able to assess its looks, materials, uses, and value without being able to touch it. This can be accomplished much better with some products than o
2. How efficiently the buying process went
Assuming your site sells a tangible product, the buyer has to be able to assess its looks, materials, uses, and value without being able to touch it. This can be accomplished much better with some products than o
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
hers by use of photographs and descriptive copy. But a buyer still takes a chance as to color, size, quality, and suitability. Sales sites need to know their customers' concerns so well that they anticipate what they need to know.
Design the site for ease of scanning and logical or
Design the site for ease of scanning and logical or
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
ganization that presents information so it will guide and inform.
3. How much aggravation they had to endure
Here's where poor navigation or slow download times cost you sales. (Navigation problems are a main reason why site visitors leave.) They won't stay at a site where they ca
3. How much aggravation they had to endure
Here's where poor navigation or slow download times cost you sales. (Navigation problems are a main reason why site visitors leave.) They won't stay at a site where they ca
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
't easily find the answers they want. And if they have to wait too long for pages to load, forget it. Internet users are extremely time sensitive. The high percentage of abandoned shopping carts (as much as a quarter) proves that the payment process can defeat all efforts to motivat
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
e the buyer. These are "almost" sales, where sloppiness got in the way.
Getting through some payment procedures confounds even experienced surfers. How many payment options do you provide--anywhere from Paypal to fax your order? Credit cards are convenient, but not always the purch
Getting through some payment procedures confounds even experienced surfers. How many payment options do you provide--anywhere from Paypal to fax your order? Credit cards are convenient, but not always the purch
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
ser's preferred choice. How intrusive are the questions (yes, we know about fraud avoidance)? When the goal is building trust (in both directions), how many "we don't trust you" signals does your site send?
4. How many mind games were played on them
The primary products sold on mo
4. How many mind games were played on them
The primary products sold on mo
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
st web sites are hype and high pressure. Unfortunately, that's not what buyers are looking to buy, and why conversion rates online are so abysmally low. The quality of typical sales copy is aggressive, designed more to trick than inform. It seems like the sales letters were drafted
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
rom the same manual.
Aggressive tactics are so widespread that effective, customer-friendly copy can actually stand out. So get rid of the "gotchas." Customers dread them, and then relax once they don't find them. Mind games don't end after the sale's complete. Be alert for deliver
Aggressive tactics are so widespread that effective, customer-friendly copy can actually stand out. So get rid of the "gotchas." Customers dread them, and then relax once they don't find them. Mind games don't end after the sale's complete. Be alert for deliver
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
y, security, and privacy lapses that could creep up after the sale.
5. How well the business has its act together overall
Behind the computer screen are untold elements--efficient links, quick loading, glitch-free credit card processing, the respect for the visitor's time, etc., t
5. How well the business has its act together overall
Behind the computer screen are untold elements--efficient links, quick loading, glitch-free credit card processing, the respect for the visitor's time, etc., t
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
at reveal the company's priorities. Unless all the parts work with a consistent goal and degree of care the buyer experiences whiplash. Sour notes (small potatoes signals) are trivial in themselves, but break the momentum toward purchasing. They're easily eliminated--once you know t
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
o look for them. To learn how, read the helpful articles at my site, http://www.giantpotatoes.com
Give yourself extra points for post-sale follow up. Here's where Internet sellers can shine because of autoresponders and custo
Give yourself extra points for post-sale follow up. Here's where Internet sellers can shine because of autoresponders and custo
.
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
er-oriented e-mail. Don't just use such tools for making the sale. Use them to build relationships and added value after you get their money.
Dance Your Way to Profits
Courtship is necessary to develop a lasting relationship.
The pace of the dance should reflect the give-and-take
Dance Your Way to Profits
Courtship is necessary to develop a lasting relationship.
The pace of the dance should reflect the give-and-take
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
necessary to build trust. Don't sell the buyer, court him with a well-paced dance.
This is Part II of a two-part series. Part I can be read at: http://www.giantpotatoes.com/article201.htm
© 2004, Lynella Gran
This is Part II of a two-part series. Part I can be read at: http://www.giantpotatoes.com/article201.htm
© 2004, Lynella Gran
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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