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I have a major secret to success…

Not just success in the self-storage business. Not just the secret to financial success. But the secret to success in every area of our human lives. And – as you’ve probably guessed

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

- I’m going to reveal it in this article.

But before I do, I want to warn you that it will appear extremely simple at first glance. In fact, you’ve probably heard it a few times before. You’ll probably read it, your

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

Examples of combination products may in

brain will translate a meaning to you based on your background or previous experiences and you might completely miss the relevance of this secret.

So, before I tell you what it is, I would like you to commit, right now

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

, that you’ll read it, re-read it and re-read it again. Then think about it before continuing.

Okay, here it is:

Make people offers they can’t refuse!

Simple enough right? Maybe, depending on how you think about it.

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

Allow me to expand that thought to help you understand the point I’m trying to make.

See, our life is spent making offers to people and considering offers presented to us. We must offer something to somebody before t

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

Combination pro

ey’ll hire, date, marry or befriend us. And, we must make our offers irresistible. Offers so strong that the person would feel foolish for not taking you up on it.

I offer my wife the satisfaction of romance and lov

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

e. I offer her a good father to our children and an extremely close friendship.

When we go out to dinner with friends, we offer friendship, laughter and sometimes a shoulder to cry on or support with a challenge in the

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

r life.

When you signed up to receive these articles, I offered you valuable tips on self-storage marketing. The real offer I’m making to you is more money through increased expertise and knowledge. I offer my client

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

more money and more time through more effective marketing strategies and turn-key systems.

When you market your self-storage facility, what are you offering your prospects?

If your marketing looks like most self stor

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

age marketing I’ve seen, you really don’t communicate an offer at all. You offer “matched prices” or “secure access”…

Is that really an offer? To a degree it is, but you’re not offering something that people really w

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

nt. You see, people don’t want matched prices, or gated access. Those things are great compliments to the real offer you’re making.

The bottom line is this…

Whether we realize it or not, everything we do is based on

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

Following aspects would a

what we offer others and what others offer us. It sounds selfish, I know, but even charity work offers us something. When I do charity work, I get the feeling of self-worth and the satisfaction of helping somebody in

dd to the challenges in developing combination products:

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

need.

Make sense?

So how do we tie this into self-storage marketing?

Well, there are a lot of ways that this thinking is relevant and can help you make more money at your self-storage facilities.

But there are two t

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

ings that I’d like you to think about as you read this article:

1. What is it that you really offer people as a self-storage marketer? 2. What offer can you make to lower or reverse the risk for people to accept you

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

main offer?

This brings us to the 4th and final step of the marketing success code. Offers or Action is the final step.

To review all 4 steps here they are:

1. Interrupt/Attention
2. Engage/Interest
3.

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

Educate/Decide
4. Offer/Action

If you follow those 4 steps properly, you can’t fail at marketing. Don’t get me wrong, it’s impossible to hit a home run every single time. But it’s not the equation that fails, i

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

Professional from academic institutions, pharmaceutical industries, health care indust

’s us as marketers that don’t follow it properly.

We might think we interrupt but we miss the boat. We might think our offer is right, but it’s completely wrong. The world’s best marketers and advertising geniuses st

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

ike out more than you’d think.

This is why testing is so important, which we’ll discuss later.

For now, I want to keep your focus on your offers. Think about that everyday and your level of success will only get bett

.

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.

And before today is over, make somebody an offer they can’t refuse. Be it your spouse, boss, customer, employee or child. Think about what they want, what their self-interests are and offer them a way to fulfill t

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

Companies that provide selfless information through particip

at interest.

You’ll be amazed at how easy it is to get what you want…

In our next article we’ll discuss offers in more detail and why making wimpy offers will only hurt you in the long run.

Copyright 2006 Derek Naylo

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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The differences between management and leadership, and the relationship between them, have been the subject of ongoing discussion and esoteric argument. Opinion and theory abound, but for those of us that want to manage effectively, how to we go about developing the knowledge and skill base required?

The ability to identify if a candidate possesses the capabilities and attributes necessary to successfully execute against the business objectives a given position is designed to impact will ultimately lead to better hiring decisions. Candidates desiring to make a better interview impression should spend more time assessing how they actually drove the outcomes they are claiming to have driven. This will not only give a candidate more confidence going into an interview, it will also set them up to interview infinitely better.

Nowadays however we do have a choice, the Internet. And people, you, me and the guy around the corner, having been treated for so long as mere eyeballs, are moving to the Internet in our millions. We have no loyalty whatsoever to the Old Media, who, together with their handmaidens, The Advertising Agencies, have treated us with contempt, as nothing more than demographics, dehumanising and depersonalising us in their rush to get their hands on all those lovely advertising big bucks!

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