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Other Side Of The Game January 10, 2010

Posted by infinine®™ in Uncategorized.
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I just finished a focus group for a privately held pharmaceutical company that’s releasing a revolutionary new sleep med to the marketplace sometime this summer. They have completed all FDA trials and are mainly concerned with the clarity of directions for use for the consumer, ease of opening the product and how well the consumer will keep track of dosages.

The group of nine respondents were very middle America with average incomes and all had one form of insomnia or another. The general demeanor of the group was one of harmless mischievous curiosity and they seemed a bit restless. I was reminded of study hall in high school.  A lively  bunch to say the least. In less experienced hands, things definitely could have turned problematic. There were a couple of self interested individuals intent on telling their whole sleepless histories and a couple of strong personalities intent on swaying group opinions but for the most part they were quite willing to provide loads of valuable input.

Prototype packaging was presented with the express instruction not to actually open it and though there was lots of whining about why the client couldn’t spring for extra test packaging to open or even free samples, we somehow compIeted this phase of the group without incident and all packaging was returned intact.  For a minute there, I  thought  people were going to have to stand in the corner and face the wall .  It’s always interesting to hear what’s said when the moderator leaves the the room!

We have become such a litigious society that even the most obvious has to be stated to the point of overkill.  This ultimately results in the continued dumbing down of our society to the point that we have to be warned that coffee is hot!  This is the dilemma of dosage instructions for this product and fear that the average user cannot count to four, lol.  For the sake of confidentiality I can’t elaborate more than that, however, I will say that the marketing campaign for a drug that already exists with proven results, yet is to be used in a new way. is pretty provocative.  Since  just happening  to have bouts of insomnia myself, I will be first in line to try it.

I’ll also be first in line to pick up some stock since they will be an IPO soon. I think it’ll be a fairly lucrative gamble. Beats lottery tickets! Ciao.

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