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Just Other Articles - 4 Great Tips To Spotting & Hiring An AE (Account Executive)
An associate asked if the role of an Account Executive is so important in a marketing or advertisng agency, how can we identify a good one? What a great question. This is one for the Human Resource history books
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
. Bosses through the ages, have been trying to answer that same question in almost every industry, every company in the world. We cannot answer this question universally, however, from experience, there are cert
; 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
ain characteristics that seem to be present among the good AEs.
First, let us get something out of the way. Do you need to have a Degree to be a good AE? The simple, most obvious answer is “No!”. But you see, a
First, let us get something out of the way. Do you need to have a Degree to be a good AE? The simple, most obvious answer is “No!”. But you see, 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.
degree simply shows that the person has an ability to learn AND to apply what has been learnt. No degree, no diploma; but if the person is able to absorb knowledge and experience like a sponge, there is a great
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
AE in the making.
Passion. If you have a burning passion for the advertising industry, that is a major plus. The AE is going to need every ounce of that passion to get through the down days. W
Passion. If you have a burning passion for the advertising industry, that is a major plus. The AE is going to need every ounce of that passion to get through the down days. W
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
hen nothing seems to go right, when every client seems to be an ogre in disguise, when the simplest words become potential libel suits; that is when you dig deep. If there was no passion, this is the time the AE
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
will look at you and say, “Boss, thank you, but no thank you.”, and proceeds to open his own “char kway teow” stall (a local culinary delight from Singapore).
Hunger. That is the drive needed
Hunger. That is the drive needed
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
to go for each and every project. Couple this with the passion and you have one incredible, committed AE.
Is passion and hunger enough? I am passionately hungry for a piece of home-made pecan pie. You know, the
Is passion and hunger enough? I am passionately hungry for a piece of home-made pecan pie. You know, the
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
crusty crust, the gooey pecan; just like mother used to make? Well, I have the passion for sure; and the hunger, you wouldn’t believe it. But no pecan pie for me. I have no idea how to make one!
Knowle
Knowle
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
dge. A good AE must have at least a rudimentary knowledge of marketing and marketing communications. This can be learnt - must be learnt. The role of the Account Executive is the liaison between the mar
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
eting/advertising agencies creative brains and the client’s needs. Without a basic understanding of marketing and marketing communications, there is no way that he/she is going to be able to understand the marke
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
ting brief. Worse, this is the person who is supposed to interpret it and then work with the creative team to execute it. Will you let a 10-year old bake your wedding cake? Why not let him coordinate your entire
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
wedding?
The brains, the passion, the drive and the knowledge form the basics. But there is another element which is important: People Skill. The AE sits in-between the agency and the client.
The brains, the passion, the drive and the knowledge form the basics. But there is another element which is important: People Skill. The AE sits in-between the agency and the client.
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
Sounds harmless. Imagine managing demanding clients with egoistic “creative” minds and at the same time, trying to meet deadlines, budgets and a hundred other deliverables. The AE has to be the consumate statesm
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
an, able to deal with various personalities and be comfortable in both friendly and hostile situations.
Many people do not realise that an AE is also a project manager. Sure, the larger agencies have a “traffic
Many people do not realise that an AE is also a project manager. Sure, the larger agencies have a “traffic
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
” department, they have coordinators and so on. But in the end, the entire campaign, the client’s success and failure, depends on the AE being able to ensure that all elements fall into place. Beware the AE who
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
thinks his job is finished when a clients signs the agreement, or the advertising agency recieves the purchase order. Nothing ever goes as planned, and it is the AE who needs to be on top of it all to ensure tha
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
t value is delivered to the client, and the bottom line of the agency is protected.
Finally, the one sure way to spot a good AE is his great personality. He needs to be able to face the ups and downs, maintaini
Finally, the one sure way to spot a good AE is his great personality. He needs to be able to face the ups and downs, maintaini
.
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
ng his positive outlook at all times. He is the bastion of calm when the agency panics. He steps up to the plate and deals with difficult clients. He goes to bat for the client and deal with internal red-tape to
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
get a project completed.
Hopefully, this is helpful. Like I said earlier, there is no sure-fire way to determine the best hire, but these are just little things that we have noticed over the years to hire a AE
Hopefully, this is helpful. Like I said earlier, there is no sure-fire way to determine the best hire, but these are just little things that we have noticed over the years to hire a AE
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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