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If your Handyman business does not have a Unique Selling Proposition (USP), you could be leaving tens of thousands of d

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

ollars on the table...

What is a Unique Selling Proposition?

A correctly defined USP basically lets your prosp

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

Examples of combination products may in

cts know the advantage your handyman business has over other competitors offering the handyman service. It’s here where

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

you show all the ways your handyman service is different, unique, and/or superior than your competitors.

If your messa

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

e doesn’t stand out from your competitors, then you need to redefine your USP.

Here’s an example of how powerful a USP

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

Combination pro

can be if correctly defined and marketed:

Many years ago, two brothers needed to put themselves through college so the

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

decided to buy into an existing pizza business. To make a long story short, they couldn’t compete in the already compe

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

itive market for pizza; so one of the brothers left the business and sold his share to the remaining brother.

Determin

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

d to make the business work, the remaining brother developed a powerful Unique Selling Proposition that literall

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

rocked the pizza industry:

“HOT, FRESH PIZZA DELIVERED IN 30 MINUTES OR LESS!”

Largely because of a simple business

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

odel and a simple USP that differentiated itself from all its competitors, Dominoes became the leader in the pizza indu

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

Following aspects would a

stry despite having thousands of local competitors all across the country.

If your pizza wasn’t delivered on time, you

dd to the challenges in developing combination products:

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

didn’t have to pay.

If you noticed, Dominos didn’t promise “the greatest tasting pizza” or lots of tomato sauce or ext

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

a toppings. Dominos stuck to one major promise … we’ll get it to you while it’s still hot and fresh…and we guarantee it

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

USPs can explode your revenues and take your business to the top if you define and market the right message!

How

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

an You Develop Your Own USP!

First you must figure out what is unique about your handyman business and how it coul

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

Professional from academic institutions, pharmaceutical industries, health care indust

benefit your customers…

Here are some general guidelines for creating a compelling Unique Selling Proposition::

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

Your USP must be unique

It should set you apart from everyone else in your industry

It must co

.

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

vey a specific benefit to your customers

Spend the next 30 minutes working on a USP for your business. And

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

Companies that provide selfless information through particip

when you do your next round of advertising, make sure your USP message is the first thing your potential customers see

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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Investors, which can include wealthy individuals, strategic alliances, financial institutions, venture capital firms, stock brokerage houses, etc., want to know, among other things, six basic things about your capitalization plan. Let’s talk about these basics.

Managers are continually looking for the magic bullet that will make their workforces do what they are told because managers believe that only they truly know how to make their organisation profitable. Actually most of the behaviour exhibited by managers that is designed to control the workforce is wholly destructive and the efforts of the workforce make the organisation succeed in spite of the managers best efforts to destroy it. If the managers realised how destructive their command and control behaviour is then by simply stopping it they would increase their organisations effectiveness hugely. The workforce already know this, it is the managers who don't.

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