Top Adding - Real Estate

After we've pictured our prospect we have to show him that we understand his circumstance and are here to serve him. We will do this through a USP. We m

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

ust create a compelling USP.

Dan Kennedy's (A Direct Marketing Guru) definition of USP is, "Why should I do business with you above any and all other o

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

ptions including doing nothing or whatever I am doing now?"

I'll repeat the question: why should I do business with you? What is unique about what you

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

offer? Your USP tells everyone who you are and what you do. It states clearly and definitely the benefits you offer to sellers. In a minute, they can de

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

cide if they want to do business with you. If they can't, they put your marketing piece (letter, postcard) in the garbage. You need to sit down and ask

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

yourself the following questions: What makes your unique selling proposition different What is different about my company that other investors do not of

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

fer? How can I buy the property quicker than my competitor? Do I really have a better solution that will solve my potential seller's problem? Do I real

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

ly make it easy for them to reach me and to talk with me? Do they sense that I have a solution for them? Here are a few bad USPs.

A real estate agent m

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

ay say, "I am number one in my market!" Well, that may be good for him or her, but it's not conveying an effective target message. Real Estate investors

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

may say, "I buy houses." It's vague. So depending on your target market you need to have a USP that communicates an emotional want of the seller in a w

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

ay that can make an emotional connection with you.

Here is a test for your USP. After you state your USP finish the sentence by "So, what is in it for

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

me?" Example. "I am number one in my market". So, what is in it for me? Response: nothing. Therefore it's a bad USP. So, the more specifics we know abou

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

t our target market, the more accurately we can craft a good USP, make the emotional connection, and get them to respond to us. So we need to study our

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

market and convey the message that will raise their emotion to do business with us. This means that you can develop multiple USPs for each different mar

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

ket.

One or more of the following circumstances may apply: A seller usually has a mortgage on the property. If the property is vacant they will be losi

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

ng money, and this can become very challenging if it drags on too long. If the property is rented, they might be having problems with tenants. If the pr

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

operty is for sale, they might have a contract with a Real Estate agent. The seller may also be getting messed around by the real estate agent and their

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

hollow promises to sell the property quickly. The seller may be disillusioned by real estate agents who put over-inflated prices on properties just to

.

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

get the listings and an exclusive agency. The seller may be trying to use a relative to sell the house just to save real estate commission.

Thus, it's

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

your job to understand the seller situation and build a compelling Unique Selling Proposition.

In part Two, I'll show you how to craft that unique USP.

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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Top Adding - Create Your Unique Selling Proposition (USP) Part One

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