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Just Answers - Network Mkt'g: The Day I Peed On The Principal's Desk, I Learned a VERY Important Marketing Skill
All your life, you've heard:
"Bite your tongue."
"Turn your cheek."
"Stop talking before you put your foot in your mouth."
"Will you please listen to me?"
"Bite your tongue."
"Turn your cheek."
"Stop talking before you put your foot in your mouth."
"Will you please listen to me?"
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
r>
"Why is it, I feel you don't care?"
Two pieces of folk wisdom changed my life:
"Think twice before you speak" and
"Listen without judgment."
Contradictory, aren
Two pieces of folk wisdom changed my life:
"Think twice before you speak" and
"Listen without judgment."
Contradictory, aren
; 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
't they? I mean, if you're listening without
judgment, how can you think twice before you speak?
But they do complement each other. How?
Listen to my story.
When I was
But they do complement each other. How?
Listen to my story.
When I was
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
six years old, we lived in the country. My sisters,
brothers and I took the yellow caboose to school. Because I
always got into fights, I had to sit in the front of the b
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
us.
One day, the driver's wife happened to be riding the bus. I told her she had stinky, smelly, "smoky" breath.
Wrong thing to say.
Mind you, I was 6 years old.
Next
One day, the driver's wife happened to be riding the bus. I told her she had stinky, smelly, "smoky" breath.
Wrong thing to say.
Mind you, I was 6 years old.
Next
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
day, I was taken to the principal's office. I remember it as
if it was yesterday ... Mr. Avery Deluka. I can still picture him
picking me up by my EARS. He slammed me on
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
the front side
of his desk.
Man, was I scared.
I looked up at him through his dark rimmed glasses. He stared me square in the eyes. He was three inches from my nose, sn
Man, was I scared.
I looked up at him through his dark rimmed glasses. He stared me square in the eyes. He was three inches from my nose, sn
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
arling
and snorting before he even spoke a word.
Then the words came. He wasn't whispering.
I began to pee all over his desk. (I think that is all I did). It didn't hel
Then the words came. He wasn't whispering.
I began to pee all over his desk. (I think that is all I did). It didn't hel
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
p matters. He noticed.
"Don't you ever, ever, EVER speak to anyone again without first thinking twice."
Now I could smell HIS smoky breath. But timing is everything, rig
"Don't you ever, ever, EVER speak to anyone again without first thinking twice."
Now I could smell HIS smoky breath. But timing is everything, rig
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
ht?
I doubt if I could have spoken a word anyway.
So lesson #1 was branded on my brain.
My next lesson was two-fold.
In my second year of practice, my all-time favorite
I doubt if I could have spoken a word anyway.
So lesson #1 was branded on my brain.
My next lesson was two-fold.
In my second year of practice, my all-time favorite
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
Mentor, Dr. Omer
Reed, completed the lesson Mr. Deluka started.
Omer told me the #1 skill in building relationships is empathy. WHY? Because all human beings crave empa
Omer told me the #1 skill in building relationships is empathy. WHY? Because all human beings crave empa
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
thy:
"Please understand how I feel."
"Give people what they want and you will get what you want." - Zig Ziglar
Let that sink in.
People want understanding long before
"Please understand how I feel."
"Give people what they want and you will get what you want." - Zig Ziglar
Let that sink in.
People want understanding long before
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
they want you, your products,
your services or your business.
So Dr. Reed added a little twist to Mr. Deluka's "Think Twice Before You Speak!". He called it listening wi
So Dr. Reed added a little twist to Mr. Deluka's "Think Twice Before You Speak!". He called it listening wi
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
th "Deferred Judgment", or
Listening without judging/thinking.
As a dentist, I was in the "people business." I knew I needed to master this skill.
You should have seen
As a dentist, I was in the "people business." I knew I needed to master this skill.
You should have seen
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
my home & office. I taped and plastered
"DEFERRED JUDGMENT" on briefcases, books, walls, mirrors,
desktops, toilets, & dashboards.
Here's the problem you and I both have
Here's the problem you and I both have
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
.
The true meaning of a spoken message is often hidden. And you can't think, listen and hear at the same time.
But when you listen just with your senses, without judging
The true meaning of a spoken message is often hidden. And you can't think, listen and hear at the same time.
But when you listen just with your senses, without judging
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
, without
thinking, the TRUE meaning of the spoken message comes through.
You get it.
And that's critical, because message sent must be message received if one is to fe
You get it.
And that's critical, because message sent must be message received if one is to fe
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
el understood.
Empathy, like listening, is a skill worth learning.
Ooohhhh, what a valuable skill!
When your prospect knows you "understand what they want" and moreover
Empathy, like listening, is a skill worth learning.
Ooohhhh, what a valuable skill!
When your prospect knows you "understand what they want" and moreover
.
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
, "understand how they feel", they immediately
start building trust, belief, respect and love in you.
They join your business. They buy your products. They buy the words
They join your business. They buy your products. They buy the words
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
you speak. They just plain want to be around you.
They come back to YOU again and again and again.
Isn't THAT result worth learning the skills of "listening and empathy"
They come back to YOU again and again and again.
Isn't THAT result worth learning the skills of "listening and empathy"
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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