Business Marketing Case in Medical Sales Careers

This case in medical sales careers looks at a scenario in the hormone replacement therapy market for menopausal women. The market leader had been a blockbuster for years but later it was made more publicly aware that the product is derived from hormones extracted from horse urine. As more and more women were becoming more eco-friendly, this news did not go over too well with many of them.At the same time, a pharmaceutical company re-introduced a rather dormant product that was a hormone replacement drug to compete with the market leader. Both drugs relieved menopausal discomfort symptoms in female patients. But the interesting thing about this re-introduced drug was that rather than being derived from horse urine, it was sourced from a soybean plant. Chemically, it was altered to be identical to the estrogen hormone found in humans.So in essence, this drug was considered more ‘natural’ than the market leader in two ways. First, rather than subjecting live horses to a urine extraction process and then using a product derived from horse urine, this other drug was made from plants. Secondly, rather than being a cocktail of horse hormones, this other product was identical to the human estrogen which implied that its use would not involve putting a foreign substance into the human body.News about this alternative to the market leader made its way around groups of menopausal women and they wanted to switch to this drug rather than stay on something made from ‘horse pee’.Medical sales reps for this alternative drug went to see their physician customers and promoted the natural aspects. They also made physicians aware of published clinical studies which proved that the ‘natural’ drug resulted in a lower rate of side effects as well when compared to the market leader, possibly due to its identical chemical structure to the human hormone.Many physicians, particularly female doctors, embraced this alternative right away by starting all newly diagnosed patients on this drug and offering a switch for existing patients currently on the market leader. The medical sales reps also asked physicians whether they were getting requests from patients for the natural drug and most admitted that there was indeed patient demand out there.So these medical sale representatives did a smart thing by reinforcing the existing patient demand for their product. Most doctors, even the resistant ones, did give in and switched their patients to the more natural drug when their patients requested it. This alternative drug to the market leader became first line therapy for many physicians and did put a dent in the sales of the market leader.The LessonThe lesson from this case is that patient demand can be a very powerful weapon in medical sales and this example actually showed how a once dormant drug can become a major competitor to a market leader. Smart drug reps used patient demand to their advantage without offending their physician customers.I was one of the drug reps that sold this natural drug discussed in this case and later became the product manager for it. It was one of the most enjoyable drug products I’ve ever worked with. The concept of using patient demand is similar to using referrals in your medical sales careers search. With people recommending you for a position, you can put a major dent in your own competition for the jobs.Learning how to get the right people to refer you for medical sales careers is taught in the book and audio program “How To Get A Dream Job In Pharmaceutical Sales – Direct Inside Advice and Guidance from a Sales Manager”.

Budget Travel and Hotel Considerations – Travel Industry Making Changes To Compete For Consumers

If you are like most Americans, you having difficulty saving money while prices are rapidly increasing; things like college tuition, food and fuel. So, when it comes to traveling you are looking to shave off costs and find ways to travel on a budget, and well, no one can blame you for that. What you may not be aware of or have not considered is that in the travel business; everything from airlines and rent-a-cars to tourist destinations and hotels are trying to find better ways to accommodate the budget traveler.


For instance, many airlines have had their fuel prices boosted to record costs and many family budget and business travel hotels are making changes in management and in their operations. Recently, Choice Hotels named a new COO and President; Stephen P. Joyce, 48. Additionally they named a new Executive VP of Global Branding. Why, because they know that they must hold their American clientele and find ways to cut costs, while still attracting their overseas travelers who are paying in high valued currencies.There are many ways to cut costs in traveling and staying on a budget and hotels, rental car agencies and airlines are working very hard to compete for fewer travelers with fewer dollars, while still retaining a profit. Easier said than done, especially when jet fuel has almost tripled in cost since 2000 and recently the number of families traveling on vacation is being cut by a good 35% this summer, all due to cash strapped consumers, credit crisis and outrageous fuel costs. Airline Industry analysts are predicting one or maybe two major airlines filing bankruptcy in 2009 and some hotel chains have pulled back construction of new hotels in many locations.

Beauty and Botox – Face Forward Tips for 2006!

Did you know that BOTOX injections are one of the most popular procedures in cosmetic surgery today? In fact, Botox injections far out number breast augmentation and rhinoplasty (cosmetic surgery on the nose), as the most preferred aesthetic surgical procedure?As you may agree, in western culture attractiveness is closely wedded to youthfulness. The appearance of wrinkles on the face is a source of anxiety for millions of women and men.The search for a miracle drug to help us appear younger presently fuels a multi-billion dollar beauty and cosmetic industry.The related industries of weight loss and health are just as robust. There is stiff competition between beauty companies constantly trying to sell youth and beauty in a jar.If you have the money you can opt for the more invasive (and ostensibly more effective) procedures to help you look younger. This where BOTOX followed by its more permanent cousin, plastic surgery may fit the bill.A nutritious and balanced diet, accompanied by a rigorous exercise regimen can make your body look years younger. Unfortunately there’s no such workout to tighten your face.Your face starts reflecting the passage of time the soonest, and most visibly. Studies indicate wrinkles appear on our skin as early as the age of 27.


If it is our face, which betrays our age the first, no wonder it the focus of so much anxiety. This is why we want age-defying intervention.BOTOX, as of now, appears to be the answer to some people’s prayers. Younger and firmer looks seem to be just a few small injections away.BOTOX is actually short for Botulinum Toxin Type A. It is a highly toxic substance and one of its milder side effects is food poisoning.It is actually a protein complex, which is produced by the bacteria Clostridium botulinum. What is used in cosmetic surgery is an injectible form of this toxin.This form of the toxin is purportedly sterilized and purified.Some consider BOTOX a poison. They feel this way because it is injected in small doses under the skin. It is reported to work by deadening the underlying muscle, preventing any further movement and thus smoothening out the skin.BOTOX is said to interfere between muscle and nerve interaction. Some feel small doses of this chemical effectively prevent the release of acetylcholine by the nerve cells.This neuro-chemical transfers signals to muscles, determining their contraction and relaxation. When injected into selected muscles, BOTOX stops them from contracting.Therefore, any present frown lines are ironed away. In fact, within a week they become almost invisible.In the April of the year 2002, the FDA approved the use of BOTOX injections as a treatment for the reduction of frown lines. Since then, it has come to be regarded as the fastest growing anti-aging cure in the country.Keep in mind that the FDA cautions against using Botox more than once in 3 months. Also it recommends that the lowest possible effective dose to be used in a session.There are other, more permanent, options available – if you are inclined towards cosmetic surgery. Procedures like an eyelid tuck (blepharoplasty) and a bow lift (also called a forehead lift) last about 30 to 90 minutes.They are outpatient operations, so you can leave for home the same day. Another option is the face lift (or rhytidectomy) – a slightly longer operation which can go on for 2 to 4 hours.Patients are advised to stay overnight at the clinic. Although none of these procedures can reduce wrinkles, they very distinctly tighten up a sagging face by literally cutting away any extra bits of facial skin. The recovery period can last from 7 days to a month depending upon the extent of the operation.


However, at the end of it you may be rewarded with a much younger and firmer facial appearance.Given the risks associated with Botox facial treatments like Rejuvinol(TM) deserve a serious look. We have heard that Rejuvinol(TM) available from Amazon and www.BODeStore.com is a product that uses helps give a younger appearance by appearing to smoothing out wrinkles. It’s makers say that it contains the universally recognized Argireline® from Lipotec S.A. The active ingredient in Argireline® is acetyl hexapeptide 3 (AH3), a deep penetrating, powerful amino peptide that helps to relax the intensity and frequency of facial muscle contractions. It just may be a less expensive and invasive way to put your best face forward.Kamau Austin is a health and fitness enthusiast and advocate.He writes on a regular basis on timeless health and fitness tips at the Fit After Forty Blog. See more useful health and fitness news and tips at… http://www.healthandfitnessvitality.com/blogs/fitnessblog.htm

Developing Original Humor for Your Talk

Most humor in the business setting is unplanned. It just happens. Spontaneous events with clients and co-workers create the surprises and uncomfortable situations which call for humor as a coping tool.We all have differing abilities to recognize, appreciate and create humor. How’s your HQ (humor quotient)? Do you work with people who are full of wit?Regardless of where you are now, you can increase your humor skills. When you study humor, it’s obvious there’s more to it than just spontaneous laughs. There are times when you may want to deliberately use humor, maybe even plan it in advance.Perhaps you want to spice up a training session or a planning meeting. Maybe you want to lighten up a sales presentation. You can learn ways to administer a dose of laughter to help you connect and communicate.There are three elements which can help you understand and structure your humor: surprise, tension and relationships.
First, humor is based on the element of surprise. Humor often comes from something as simple as someone saying the unexpected. The surprise twist creates the humor.Because of the element of surprise, when we are deliberately structuring a piece of humor (perhaps for a speech) we don’t want to telegraph the joke. A line like, “a funny thing happened to me on the way over here,” signals your listeners that a joke is coming. This will lessen the element of surprise.To enhance the surprise, it’s best to place the punch line at the end of the joke. And within the punch line, the punch word is usually given last. The punch word is the word that makes the humor work. It’s the trigger that releases the surprise.If your humor falls flat, do what professional humorists do. Pretend you are serious. Since the listeners didn’t realize you were making a joke, you never need to apologize or explain it. Turn your surprise into a secret.


It’s no surprise to people who work in pressure-packed work environments that humor is also based on this second principle: release of tension. Laughter is a pressure valve which releases muscle tension. Uncomfortable situations, fear and pain are all tension builders that cry out for humor. We find ourselves laughing at risqué humor and embarrassing situations because they make us uncomfortable. We release the tension they create with humor.People who intentionally and frequently use humor know tension can be used deliberately to heighten the impact of the humor. A pause placed just before the punch line or the punch word builds a sense of anticipation, a form of tension, which makes the joke stronger.In most jobs, daily challenges give you the opportunity to purposely use tension in setting up your humor. Simply by sharing a real life humorous situation, you can recreate the spontaneous circumstances which generated the laughter in the first place. Although there’s nothing like “being there,” you can improve on the actual event by embellishing to create a little more tension in the set up. You can structure the punch line for maximum effect by putting the punch word last. And you can pause to add impact.As we plan our humor, we also notice that the third principle of humor is relationships. Most humor is based on how things are related and not related. We can create humorous twists when we play with relationships.Gary Larson’s Far Side cartoons are well known for twisting relationships. One of his frequent tools is giving animals human characteristics. For example, the cartoon shows a car driving down the road. Driving the car is a bull. Sitting next to the bull is a cow. And in the back seat is a calf. They’re driving past a field with humans standing in the pasture. The picture, by itself, creates a funny picture by twisting the normally expected relationships. The calf sticks his head out of the car window and says “Yakity, Yakity, Yak!”Understanding the principle of relationships, you are able to create your own, original humor. You can create “shopping lists” from which you search for humorous connections.Let’s say you had an idea for building some humor. We’ll call this idea a seed from which the humor can grow. Perhaps, on a difficult shift at a hospital, someone made a comment that working in a hospital was like working in a war zone. This is the starting point for developing some humor.You’ll begin by creating two “shopping lists.” On one list you’ll put “hospital things.” And on the other, you’ll list “military things.” It will work better if you choose “military” rather than “war zone” because it’s a broader category which will give you more options when looking for relationships.Your first step is to brainstorm by making the lists as long a possible. The more items you have on each list, the more likely you’ll be able to make some humorous connections.As you make your lists, you’ll look for opportunities to branch out and create sublists to multiply your chances of finding humor. For example, if the idea “basic training” comes to mind, your sublist should contain everything you can think of relating to basic training: drill sergeants, marching, inspections.The next step is to search for connections between your two lists which might lead you to humor. Play with it. Then set it aside and come back to it later. Once you find something with humorous possibilities, you’ll massage it to maximize the humor impact.


To see what this exercise might produce:”Why a Hospital is Like the Military.”1. In the military, soldiers take orders from people with silver and gold on their shoulders. In a hospital, nurses take orders from people with silver and gold in their wallets.2. When discharged from the hospital after a Lower GI Series, you get the GI bill.3.,Nurses, like soldiers, see a lot of privates.4.mWhen filling out a hospital shift report, you sometimes resort to the policy of “Don’t ask, don’t tell.”5. Nurse training is like boot camp. Never before had you seen so many bald body parts.6. In the military, a fatigue is what you wear. In nursing, it’s what wears on you.7. Soldiers get combat pay. Nurses don’t…but should.Whether you’re creating a list or a slogan to go on a poster, looking for a monologue to open a speech or training session, or just searching for one joke to make a point, you can use these lists to create your humor. It works.These three principles of humor are illustrated by the classic slip on the banana peel. The slapstick spill illustrates surprise because we weren’t expecting someone to fall. We also experience tension. When we see someone get hurt we get startled, and react with tension. It also twists relationships. Seeing a distinguished person sitting on the sidewalk is something our of the ordinary. Surprise, tension, relationships…we laugh!Natural, spontaneous humor is one of your greatest tools for coping with stress as you work. By understanding what makes the humor tick, you can become better at planning and deliberately using this powerful adjunct to your success arsenal.