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While I run my business completely online, I really enjoy attending in-person events and seminars here in Los Angeles and around the country. I'm sure you find these events valuable too. The problem most of

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

us have with networking, however, is following up with the people we meet.

An easy way to follow-up powerfully and automatically is to turn these folks into e-zine subscribers. This ensures that you'l

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

Examples of combination products may in

l have the chance to repeatedly teach them how great your products/services are while building their trust in you.

But how do you "capture" people in person? Remember, you can NEVER sign someone up unl

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

ess they specifically ask you to be signed up — it's unethical.

So you need to encourage people you meet in person to join your list, and make it easy for them. And I have three successful strategies t

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

o share with you.

Advertise Your E-zine on Your Business Card (or Brochure)

Nothing gets passed around at a networking event more than the good old business card. But what's

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

Combination pro

on the BACK of your cards?

Nothing?

Well, from now on you're going to use that valuable real estate. Next time you print new cards, use the flip side! Create a brief message that promo

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

tes your e-zine and gives information on how to subscribe. When someone you meet looks at your business card again when she's back at the office, she'll be much more likely to subscribe when she sees the re

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

inder on your card.

As an example, here's what I have on the back of my new cards:

"Promote your business with an e-zine! Sign up for FREE biweekly tips at www.EzineQueen.com."

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

BONUS: This strategy also gets these people to visit your Web site, which they may not have done otherwise.

If you aren't ready to print new cards for a while, use your computer to pri

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

nt your message onto labels, and affix them to the backs of your cards. Cheap and easy!

Follow Up With Each Person You Meet Via E-Mail

After each event I go to, I aim t

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

o follow up with every person I met with via e-mail within three days. In that e-mail, I remind the person that she can sign up for my FREE tips at my Web site. Here's an example of a note I sent out recent

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

Following aspects would a

ly:

"Dear Margaret,

It was a pleasure to chat with you at [EVENT NAME HERE] last Thursday. I'd like to learn more about your business and how we can help each other. Perhaps we can mee

dd to the challenges in developing combination products:

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

t for coffee next week?

In the meantime, you may enjoy my FREE weekly e-zine "Straight Shooter Marketing" that gives tips on how to market yourself online. I write it for small business owners ju

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

st like you! You can learn more and sign up at www.EzineQueen.com

Take care and let's stay in touch.

Best, Alexandria K. Brown, 'The E-zine Queen'"

Once again, this strategy

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

also gets these people to visit your Web site, which they may not have done otherwise. (Very cool, yes?)

Are you the Speaker? Pass Around a Signup Sheet or Collect Cards

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

Whenever I'm the featured speaker at an event, I make sure to give the audience members an easy way to sign up for my e-zine. I either pass around a signup sheet to collect their names and e-mail addresse

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

Professional from academic institutions, pharmaceutical industries, health care indust

s, OR I collect business cards when I draw a winner for a free book.

If you use the business card method, tell the audience to write an "E" for e-zine on their card — this lets you know they want

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

to be signed up for your newsletter. Some speakers do the opposite, and tell the audience that if they do NOT want to be subscribed to their e-zine, to put a "NO" on their card, but I'm more comfortable wi

.

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

th the former method.

Remember, Your List Is Your Goldmine!

People you meet in person will be very valuable subscribers, because they've already met you. And we're all m

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

Companies that provide selfless information through particip

ore likely to buy from others whom we know, like, and trust.

Your in-person meeting will start that process, and your e-zine will follow-through for you, automatically!

(c) 2003 Alexandria K. Brow

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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Now and then, I like to make an analogy between management and dieting. There is nothing magical about losing weight; you simply watch what you eat and get some exercise. However, millions of dollars are spent on the latest diet craze, usually to no avail. The same is true with management; you simply need some leadership, organization and follow-up and you will get the results you want. However, it seems companies today do everything but manage.

Not all buying professionals are the same in their role within the buying organization. There are various different roles that a buyer can play in helping an organization make buying decision.

Institutional Investors refer to the group of financial organizations (such as investment companies, endowment funds, depository institutions, insurance companies, and pension funds) or high net worth individuals who invest in companies and businesses and fund their start-ups.

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