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Useful Advices - How to Sharpen Your Sales Message with Do-it-Yourself Focus Groups - Small Business Power Tools
You’ve probably heard of focus groups. It’s a tool that the big guys use to quickly test a new product or service or to get fast feedback from potential customers. Focus groups do not provide real, actionable information but are great for what I call “clue hunting.” For e
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
xample, I once sat through a series of focus groups on a new camera-related product. After three focus groups, we were able to pretty well conclude there wouldn’t be much of a market for this particular product, and the idea was dropped. The three focus groups probably cos
; 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
this advertiser around $5000 vs. the hundreds of thousands of dollars that would have been wasted had they put the product into manufacturing.
While you may not want to hire a full-fledged market research company to conduct a focus group for you, there is nothing to prev
While you may not want to hire a full-fledged market research company to conduct a focus group for you, there is nothing to prev
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
nt you from doing your own informal focus group or groups.
How should you use a focus group?
I like to test new product ideas in focus groups (see paragraph #1, above) or to solicit ideas for new products or services. For example, suppose your company manufactures a lin
How should you use a focus group?
I like to test new product ideas in focus groups (see paragraph #1, above) or to solicit ideas for new products or services. For example, suppose your company manufactures a lin
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
of pet supplies – leashes, dog dishes, chew toys and the like. I think you could easily pull together a group of six or eight dog owners to brainstorm ideas for new pet products. A good place to start is by asking, “What do you need for your dog that you can’t find at the
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
local pet store?”
Another way to approach this is get together a group of dog or cat owners, explain the idea or service you’ve come up with, and see how they react to it. You do have to be careful when you ask friends, what they think of your idea because friends don’t w
Another way to approach this is get together a group of dog or cat owners, explain the idea or service you’ve come up with, and see how they react to it. You do have to be careful when you ask friends, what they think of your idea because friends don’t w
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
nt to have to look you in the face and tell you that this brilliant idea of yours if just plain awful.
If you don’t mind being a little aggressive, you can hang out around stores that cater to the people whose opinions you would like and ask them if they would be willing
If you don’t mind being a little aggressive, you can hang out around stores that cater to the people whose opinions you would like and ask them if they would be willing
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
o participate in a focus group. I’ve found that you usually need to offer some reward like $25 or coupons for a free lunch or dinner. But if you ask nicely, and make sure people understand you’re not trying to see them something, you might be surprised at how many people w
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ll say “yes.” Plus, these people are not your friends, so they may give you better, more honest answers.
Where to hold your focus group? If you’re doing a focus group with friends or neighbors, you can probably do it around your kitchen table. If you;re doing it with stra
Where to hold your focus group? If you’re doing a focus group with friends or neighbors, you can probably do it around your kitchen table. If you;re doing it with stra
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
gers and have a conference room in your business that will hold seven to nine people comfortably, have a focus group there. Or you should be able to rent a small conference room in a hotel or motel at reasonable cost. Plan on having soft drinks for your attendees and maybe
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
some munchies. I like to run focus group in the evening, as it can be hard to get people to come during the day.
Naturally, your focus group should consist of the people you feel are most likely to be customers for your product or service.
How do you run a focus group? S
Naturally, your focus group should consist of the people you feel are most likely to be customers for your product or service.
How do you run a focus group? S
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
art by asking everyone to tell a little about themselves – to break the ice. Next, you might ask the group to talk about some of their problems or issues – as they relate to your products or services. Take the example of the working moms. Once they’ve introduced themselves
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
ask a question like “you’re busy, probably stressed out, working hard – what bothers you the most about being a working mom?” You just might get some ideas for future products.
Be sure to ask open-ended questions like the “what bothers you the most?” “How do you feel abo
Be sure to ask open-ended questions like the “what bothers you the most?” “How do you feel abo
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 that?” Don’t ask questions that can be answered with a yes or no. This can be the death knell of a focus group.
If you’re unlucky, you will get one person who wants to dominate the conversation. This is the guy or gal who has all the answers and doesn’t care about other
If you’re unlucky, you will get one person who wants to dominate the conversation. This is the guy or gal who has all the answers and doesn’t care about other
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
people’s opinions. If you get one of these in a focus group, you just have to take control, “Bob, we really value your opinion, but I’d like to hear from some other members of the group.”
When you get around to introducing the product or service on which you want the grou
When you get around to introducing the product or service on which you want the grou
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
’s feedback, be low key. You might not even want to say that it’s something you’re thinking of marketing. Instead, talk in general terms such as “I’ve been sitting here listening to you all and it seems to me that a product you could use would be a (whatever).” Then listen
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
to their responses. Try to keep the conversation going with sentences like, “can you tell me more?” “What made you think of that?” “Is there anything about this idea that could be changed that would make it more useful?” “Are there any products like this on the market?” W
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
at do you think of them?”
And, finally, I always like “what do you think a product like this should cost?” This is sort of where the rubber meets the road, If your group assigns a really low cost to your product or service idea, this means they really don’t have much inte
And, finally, I always like “what do you think a product like this should cost?” This is sort of where the rubber meets the road, If your group assigns a really low cost to your product or service idea, this means they really don’t have much inte
.
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
est in it – no matter what they have been saying.
Don’t get defensive or try to sell your idea. You might think you have just the most brilliant product idea since the iPod, but if your group thinks the idea is really bad, don’t argue with them. Learn a lesson about your
Don’t get defensive or try to sell your idea. You might think you have just the most brilliant product idea since the iPod, but if your group thinks the idea is really bad, don’t argue with them. Learn a lesson about your
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
roduct and move on.
The first time you try to do a focus group, you may feel awkward and uncomfortable. But try a couple and it should become easier than falling of a log. Plus, it’s a cheap way to get information that could help you earn thousands of dollars in new sales
The first time you try to do a focus group, you may feel awkward and uncomfortable. But try a couple and it should become easier than falling of a log. Plus, it’s a cheap way to get information that could help you earn thousands of dollars in new sales
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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