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Useful Advices - Purple Envelopes
In a recent individual sales coaching session, my client was lamenting her inability to grab the attention of a particular prospect. She described the many letters she had sent and the information contained in the let
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
ters.
Essentially her letters were lists of all the services (features) offered by the company and concluded with a tepid, “I will call to follow up.” The letter could easily have been written by any of her competito
Essentially her letters were lists of all the services (features) offered by the company and concluded with a tepid, “I will call to follow up.” The letter could easily have been written by any of her competito
; 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
s. She sent it out in a white envelope. It was not surprising that her prospect had not responded.
While I generally recommend against sending letters before a prospecting call, if you are sending a letter, you must
While I generally recommend against sending letters before a prospecting call, if you are sending a letter, you must
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ake it interesting. If your letter could be written by any of your competition, there is nothing to differentiate you from your competition. This rule applies for crafting your telephone prospecting script as well. If
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
you say the same things that your competition says, you will be perceived to be the same as your competition.
Another important facet of letter writing is getting your letter opened. Thousands of books have been wri
Another important facet of letter writing is getting your letter opened. Thousands of books have been wri
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ten on this subject. If the prospect does not open your envelope, they will not read your letter.
I mentioned to my client that all correspondence from my office goes out in purple envelopes. And prospects notice! I’
I mentioned to my client that all correspondence from my office goes out in purple envelopes. And prospects notice! I’
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
like to be able to tell you that I knew to use purple envelopes because I am a marketing genius. The reality is, I accessorize.
When my first book, Cold Calling for Women came out I sent out hundreds of review copie
When my first book, Cold Calling for Women came out I sent out hundreds of review copie
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
s with media kits. The cover of Cold Calling for Women is deep purple and hot pink. Clearly, I needed deep purple folders for the media kits and then, just as clearly, I needed a purple envelope to complete the ensemb
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
e. (It annoys me if my nail polish and lipstick don’t match.)
I called every reviewer to say that I was sending a review copy of the book in a purple envelope. Then I sent the review copy and media kit in the purple
I called every reviewer to say that I was sending a review copy of the book in a purple envelope. Then I sent the review copy and media kit in the purple
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
nvelope. After that, I would call to confirm that the reviewer had received it. An amazing thing happened. Reviewers receive thousands of books every week, yet every reviewer with whom I spoke knew exactly what book
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
was referring to.
Since that time, I have continued to use purple envelopes, for correspondence, for contracts, for media kits… it doesn’t matter. Prospects always know which package is mine, because it’s in a purpl
Since that time, I have continued to use purple envelopes, for correspondence, for contracts, for media kits… it doesn’t matter. Prospects always know which package is mine, because it’s in a purpl
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
e envelope.
My client, however, was horrified. “No, no, no,” she said. “Our clients are staid and conservative. It’s an ‘old boy’s network.’”
I found this to be an amazing statement, since there is no way my client,
My client, however, was horrified. “No, no, no,” she said. “Our clients are staid and conservative. It’s an ‘old boy’s network.’”
I found this to be an amazing statement, since there is no way my client,
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
“Sally,” would ever fit into an “old boy’s network” no matter what she did. There’s a demoralizing goal: Trying to desperately to fit into and be a part of a group that will never accept you.
I said to Sally, “At thi
I said to Sally, “At thi
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
moment in time, you already do not have that prospect as a client. The prospect has ignored every attempt that you have made to contact them. There is no risk here. You have nothing to lose. It’s time to do something
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
different. In order to be noticed you must do something noticeable.”
My first advice to Sally then was to stop sending letters and try to reach the prospect directly by telephone. (Making sure that she had first cra
My first advice to Sally then was to stop sending letters and try to reach the prospect directly by telephone. (Making sure that she had first cra
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
ted a compelling script.) When asked by the secretary, "What is this in reference to?” Sally could truthfully say, “We’ve had correspondence.”
If the direct telephone approach didn’t work then Sally’s next option mig
If the direct telephone approach didn’t work then Sally’s next option mig
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
t be to try another letter. But in this case she would need a compelling, interesting, benefit-centered letter. She would also need a mechanism (purple envelope or something else) to ensure the letter being opened.
B
B
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ut there is a bigger issue here: So many people are afraid to take risks, to try something different or to be a little different. The difference can be minor; like purple envelopes or it can be conceptual as in the wa
.
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
you speak about what you do. But whatever that difference is, don’t be afraid to embrace it and use it to your advantage.
The status quo is the sales professional’s biggest enemy. If your prospects do not perceive a
The status quo is the sales professional’s biggest enemy. If your prospects do not perceive a
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
difference between what you have to offer and what their current vendor offers, you will not get the business. You must make that difference visible in ways great and small. That means doing, being, showing difference
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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