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ArticlePedia - Mortgage Marketing: Is Your Marketing Full of We-We?
Does your mortgage marketing to real estate agents truly focus on them, or is it full of we-we? As proud as you may be of your marketing materials, most agents only care how much you can help
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
solve their problems. If you want more agents to send you clients, your focus has to be on them.
With the words you use in your marketing messages, whether it be an advertisement, a postcard, a flye
With the words you use in your marketing messages, whether it be an advertisement, a postcard, a flye
; 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
or pages on your website, they determine how much focus is on the agent. Learn how to tell if your marketing talks mostly about agents or if you’re talking mostly about yourself.
Take the
Take the
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
We-We Test
First, grab a piece of literature you use in your marketing, like a brochure, flyer or sales letter. Something with a couple paragraphs so you can truly measure the focus of yo
First, grab a piece of literature you use in your marketing, like a brochure, flyer or sales letter. Something with a couple paragraphs so you can truly measure the focus of yo
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
r message. You’ll easily assess how much your message is full of we-we by measuring two types of words:
It can be a
- Agent-focused words
- Self-focused words
It can be a
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
painful discovery, but possibly the most important one when it comes to attracting more clients.
Total Number of Agent-Focused Words
Count how many times the words – “you”, “your”, a
Total Number of Agent-Focused Words
Count how many times the words – “you”, “your”, a
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
d “yourself” appear and also include abbreviations like “you’ve” and “you’re” appear in the marketing piece. These words are what you consider being agent-focused.
Total Number of Self-Focused Wo
Total Number of Self-Focused Wo
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
ds
Ok, here comes the scary part for many of us. Count all the words in the document that are self-focused, which includes – “I”, “me”, “my”, “mine”, “myself”, “our”, “us” and don’t forget t
Ok, here comes the scary part for many of us. Count all the words in the document that are self-focused, which includes – “I”, “me”, “my”, “mine”, “myself”, “our”, “us” and don’t forget t
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
add your name and company name, if mentioned.
Calculating Your We-We Score
Now comes the moment of truth. First, total the sum of customer-focused words and self-focused words. Next,
Calculating Your We-We Score
Now comes the moment of truth. First, total the sum of customer-focused words and self-focused words. Next,
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
determine the percentage of customer-focused words is represented. Do this by dividing the total number of customer-focused words by the total sum of customer-focused words and self-focused words.
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
o for instance, if your total number of customer-focused words is 12 and the total sum of customer-focused words and self-focused words together equal 40, if you divide 12 by 40, you get a customer-f
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
cus rate of 30%.
Use a similar calculation for self-focused words. Divide the number of self-focused words by the total sum of customer-focused words and self-focused words. Or in the case of
Use a similar calculation for self-focused words. Divide the number of self-focused words by the total sum of customer-focused words and self-focused words. Or in the case of
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
the example, 28 divided by 40. The self-focused rate is 70%.
If this was an accurate example of your brochure, it means you speak about yourself nearly 2 ? times as often as you speak about the agen
If this was an accurate example of your brochure, it means you speak about yourself nearly 2 ? times as often as you speak about the agen
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
t. Obviously not very good, and if that were truly the case, begin immediately converting your message to be more customer-focused.
Which side of the scale is tipped greater, customer-focused or sel
Which side of the scale is tipped greater, customer-focused or sel
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
-focused? If it’s toward customer-focused – congratulations – you really do focus on the agent! And on the other hand, if it’s not, like I said earlier, this could be your most important discovery ab
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
ut your marketing.
Convert from being Self-Focused to Agent-Focused
If you want to become more agent-focused there are some things you can do to improve your conversion. Start by doin
Convert from being Self-Focused to Agent-Focused
If you want to become more agent-focused there are some things you can do to improve your conversion. Start by doin
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
a we-we test all your marketing materials, and be sure to account for the three most common mistakes with brochures.
- Feature-Focused, Instead of Benefit-Driven
- Filled with Jarg
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
on
No Differentiation from Competitors
Secondly, recognize that you’re in the service business, not the sales business. There’s a significant difference between the tw
Secondly, recognize that you’re in the service business, not the sales business. There’s a significant difference between the tw
.
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
and changes the style of your marketing altogether. Rather than promote solutions, you focus on their problems.
If you’re not happy with the outcome of the sample test and you’ve tested other m
If you’re not happy with the outcome of the sample test and you’ve tested other m
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
rtgage broker marketing pieces only to come up with similar results, you’re capable of making improvements. Just don’t try to do everything at once and get overwhelmed. Take it one step at a time
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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