Tags |
|
|
Links |
|
|
Just Other Articles - Do You Really Need a Brochure?
The phone rings. Good news... it's a potential client. You say, "Thanks for calling, I'll send you our brochure."
But what should you really be sending them?
I'm often asked to review brochures or asked about brochure design. But before I make any comments I always ask
But what should you really be sending them?
I'm often asked to review brochures or asked about brochure design. But before I make any comments I always ask
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
one question-
"Why do you think you need a brochure?"
Often there's an awkward silence before the answer comes. "Because we need one to send to customers."
Do you really need a brochure?
The desire to have a brochure is often automatic. But if you run a
"Why do you think you need a brochure?"
Often there's an awkward silence before the answer comes. "Because we need one to send to customers."
Do you really need a brochure?
The desire to have a brochure is often automatic. But if you run a
; 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
STRONG>service business I suggest you consider all your options. The usual type of brochure that most businesses use may not be your best solution. Read on, and get a few ideas on why you might want to save your marketing money for something that really helps you.
When a
When a
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
potential customer contacts you it is an ideal opportunity to demonstrate your knowledge and understanding of your field. You can help your customer make a more informed decision about using your type of services. Remember, one of the critical factors in marketing your service business is to
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
STRONG>instil trust in you. Customers must first come to trust you and understand how you can help them before they will use you. Education is often the key.
The problem with most brochures is they are focused on 'what' the business does, or 'who' the people are, or 'where' the bu
The problem with most brochures is they are focused on 'what' the business does, or 'who' the people are, or 'where' the bu
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
iness is located. This is all good information but it won't help your customer to trust you. There's little educational value.
Keep in mind that your potential customer probably has other brochures from other firms that also talk about their "latest equipment", "highly trained staff", "yea
Keep in mind that your potential customer probably has other brochures from other firms that also talk about their "latest equipment", "highly trained staff", "yea
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
rs of experience" and "friendly customer service".
How do you send out the brochure?
Another factor to consider when deciding on whether you need a brochure is how you will send it out. Many firms send a covering letter with the brochure. In this letter they often say t
How do you send out the brochure?
Another factor to consider when deciding on whether you need a brochure is how you will send it out. Many firms send a covering letter with the brochure. In this letter they often say t
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
e same things as in the brochure, listing the services provided, pricing and contact details. So why do you need the brochure?
In many cases a personalised letter from the business owner will have more impact than a simple brochure. Plus, in the letter you can focus on the main issue for
In many cases a personalised letter from the business owner will have more impact than a simple brochure. Plus, in the letter you can focus on the main issue for
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
that particular customer, making an even stronger impression. Of course you can save time by using a template, so you don't need to completely re-write the letter each time. And as you would expect, a letter is much less expensive to produce than a brochure.
Be honest... how often do you s
Be honest... how often do you s
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
t down and fully read a brochure. You're not alone. Usually it's a quick scan, a brief look at any pictures, and drop in the bin (or the "to do later" pile).
Even large firms have trouble using brochures. One client of mine, a state office of a large engineering firm, doesn't like using it
Even large firms have trouble using brochures. One client of mine, a state office of a large engineering firm, doesn't like using it
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
corporate brochure because it has too much of an international focus. They find the brochure doesn't address the needs of their clients.
What else can you do?
Marketing a service business requires a bit more thought than just placing pictures of your equipment, staff o
What else can you do?
Marketing a service business requires a bit more thought than just placing pictures of your equipment, staff o
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
r premises in a brochure. Give potential customers a reason to trust you. Minimise their risk by giving them helpful information. Be different - most businesses don't do it!
If we think about building trust, there's a few ways we can go about it. Instead of the usual brochure, why not try
If we think about building trust, there's a few ways we can go about it. Instead of the usual brochure, why not try
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
ne of the following:
- A checklist to help customers decide what they really need to do.
- Tips on how to minimise their need for your type of services.
- An impartial fact sheet on why the problem occurs, giving the customer some background on the issue.
- An information sheet on
- A checklist to help customers decide what they really need to do.
- Tips on how to minimise their need for your type of services.
- An impartial fact sheet on why the problem occurs, giving the customer some background on the issue.
- An information sheet on
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
your business including client testimonials, success stories, case studies, and some history of the business. Remember to make it about customer benefits, not just about you.
- A reference list of associated information sources, so the customer can see how much there is to know about your
- A reference list of associated information sources, so the customer can see how much there is to know about your
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
field.
- If you offer a range of services, develop a series of information cards so you can send only the ones each customer wants. They'll look great with your cover letter!
- Some services (accountants come to mind) have lots of helpful data (such as tax and depreciation rates) that c
- If you offer a range of services, develop a series of information cards so you can send only the ones each customer wants. They'll look great with your cover letter!
- Some services (accountants come to mind) have lots of helpful data (such as tax and depreciation rates) that c
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
n be shown on a small pocket card or folder.
(Remember, all these items can be produced cost effectively on your letterhead, special paper or printed on coloured card. Even large firms can use the same concepts.)
At this point you might be thinking, "Great, I could put some helpful tips
(Remember, all these items can be produced cost effectively on your letterhead, special paper or printed on coloured card. Even large firms can use the same concepts.)
At this point you might be thinking, "Great, I could put some helpful tips
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
in my brochure." That's a good start. Please note, I'm not against using brochures. (After all, the definition of a brochure varies widely.) I'm just suggesting there is often a smarter way to use your communication opportunity.
And if you're worried that by giving your p
And if you're worried that by giving your p
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
tential customers information, they won't want to use your services, then maybe you should think again. After all, as a customer, none of us want to pay for a service we don't really need.
Have courage.
Have the courage to tell your customers what they need to know. Gi
Have courage.
Have the courage to tell your customers what they need to know. Gi
.
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
ve them a reason to trust your expertise. Reassure them that you have their best interests at heart.
And there are some great benefits from educating your customers. You'll find you face fewer customer complaints, and attract a better standard of client. Because you have shown integrity an
And there are some great benefits from educating your customers. You'll find you face fewer customer complaints, and attract a better standard of client. Because you have shown integrity an
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
given the customer information, they will trust you more and be less inclined to complain about trivial matters. Give it a go.
What's that I hear - you want me to send you some information. Sure. I'll send you a broch... oops... I mean one of our fact sheets.
(c) 2004 Stuart Aylin
What's that I hear - you want me to send you some information. Sure. I'll send you a broch... oops... I mean one of our fact sheets.
(c) 2004 Stuart Aylin
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.justotherarticles.org.ua/article/30231/justotherarticles-Do-You-Really-Need-a-Brochure.html">Do You Really Need a Brochure?</a>
BB link (for phorums):
[url=http://www.justotherarticles.org.ua/article/30231/justotherarticles-Do-You-Really-Need-a-Brochure.html]Do You Really Need a Brochure?[/url]
Related Articles:
Dear God, I Am A Good Christian! Pass Me The Holy Grail In Trading!
Grab All the Responsibilities You Can Handle
How Important are Your Customers?
Bookmark it:
|