Marketing Your Local Business

Marketing your local business is not as simple as it used to be. Just a few years ago all a person had to do to market a local business was put an ad in the phone book and possibly buy some advertising in the local
newspaper.Today things are not so simple because a lot of people simply do not look at the newspaper or the phone book. Many businesses are now spending large amounts of money on advertising that nobody actually sees. This means that local businesses will need to find new ways to market themselves. One of the first methods of marketing local businesses need to look into is local search engine optimization.What this means is ensuring that your business’s name will be to the first to pop up when somebody in your area does an internet search for such a business. For example Joe’s Garage in Riverside, will be the first name that pops up when somebody down the street Googles auto mechanic.In many cases, a few cheap or free internet directory listings will do a business more good than expensive newspaper or yellow pages advertising. This means that most local businesses will need a good website that is search engine optimized. It also means that marketing your local business will involve the web.
Other Means of Local Business MarketingThere are many other clever, cheap and effective means of marketing your local business that you can take advantage of. Some of these involve tactics that are called guerrilla marketing.Guerrilla marketing means using cheap nontraditional tactics to market your business. A classic guerrilla marketing tactic is to have a person stand on a street corner and twirl a sign to promote a business. Believe it or not this tactic actually works and draws attention and business.Another guerrilla marketing tactic is to hand out free samples of your product or product. If your business involves something like food, handing out free samples can interest customers and generate word of mouth. Taking a plate of free samples to a meeting, a community event or even to the local train station at rush hour can often be more effective than advertising.Getting involved in the community can also be a great means of marketing your local business. Joining community groups such as the business association or chamber of commerce, taking part in community activities and just turning out can actually drum up business. Such involvement generates good will which can lead to customers and more attention for your business.Successful marketing involves creativity, hard work and a willingness to think outside the box. Those who do these things will master the art of marketing.

What Is the Relevance of Technology?

“Technology in the long-run is irrelevant”. That is what a customer of mine told me when I made a presentation to him about a new product. I had been talking about the product’s features and benefits and listed “state-of-the-art technology” or something to that effect, as one of them. That is when he made his statement. I realized later that he was correct, at least within the context of how I used “Technology” in my presentation. But I began thinking about whether he could be right in other contexts as well.What is Technology?Merriam-Webster defines it as:1a: the practical application of knowledge especially in a particular area: engineering 2 b: a capability given by the practical application of knowledge 2: a manner of accomplishing a task especially using technical processes, methods, or knowledge 3: the specialized aspects of a particular field of endeavor Wikipedia defines it as:Technology (from Greek τέχνη, techne, “art, skill, cunning of hand”; and -λογία, -logia[1]) is the making, modification, usage, and knowledge of tools, machines, techniques, crafts, systems, and methods of organization, in order to solve a problem, improve a preexisting solution to a problem, achieve a goal, handle an applied input/output relation or perform a specific function. It can also refer to the collection of such tools, including machinery, modifications, arrangements and procedures. Technologies significantly affect human as well as other animal species’ ability to control and adapt to their natural environments. The term can either be applied generally or to specific areas: examples include construction technology, medical technology, and information technology.Both definitions revolve around the same thing – application and usage.Technology is an enablerMany people mistakenly believe it is technology which drives innovation. Yet from the definitions above, that is clearly not the case. It is opportunity which defines innovation and technology which enables innovation. Think of the classic “Build a better mousetrap” example taught in most business schools. You might have the technology to build a better mousetrap, but if you have no mice or the old mousetrap works well, there is no opportunity and then the technology to build a better one becomes irrelevant. On the other hand, if you are overrun with mice then the opportunity exists to innovate a product using your technology.


Another example, one with which I am intimately familiar, are consumer electronics startup companies. I’ve been associated with both those that succeeded and those that failed. Each possessed unique leading edge technologies. The difference was opportunity. Those that failed could not find the opportunity to develop a meaningful innovation using their technology. In fact to survive, these companies had to morph oftentimes into something totally different and if they were lucky they could take advantage of derivatives of their original technology. More often than not, the original technology wound up in the scrap heap. Technology, thus, is an enabler whose ultimate value proposition is to make improvements to our lives. In order to be relevant, it needs to be used to create innovations that are driven by opportunity.Technology as a competitive advantage?Many companies list a technology as one of their competitive advantages. Is this valid? In some cases yes, but In most cases no.Technology develops along two paths – an evolutionary path and a revolutionary path.A revolutionary technology is one which enables new industries or enables solutions to problems that were previously not possible. Semiconductor technology is a good example. Not only did it spawn new industries and products, but it spawned other revolutionary technologies – transistor technology, integrated circuit technology, microprocessor technology. All which provide many of the products and services we consume today. But is semiconductor technology a competitive advantage? Looking at the number of semiconductor companies that exist today (with new ones forming every day), I’d say not. How about microprocessor technology? Again, no. Lots of microprocessor companies out there. How about quad core microprocessor technology? Not as many companies, but you have Intel, AMD, ARM, and a host of companies building custom quad core processors (Apple, Samsung, Qualcomm, etc). So again, not much of a competitive advantage. Competition from competing technologies and easy access to IP mitigates the perceived competitive advantage of any particular technology. Android vs iOS is a good example of how this works. Both operating systems are derivatives of UNIX. Apple used their technology to introduce iOS and gained an early market advantage. However, Google, utilizing their variant of Unix (a competing technology), caught up relatively quickly. The reasons for this lie not in the underlying technology, but in how the products made possible by those technologies were brought to market (free vs. walled garden, etc.) and the differences in the strategic visions of each company.Evolutionary technology is one which incrementally builds upon the base revolutionary technology. But by it’s very nature, the incremental change is easier for a competitor to match or leapfrog. Take for example wireless cellphone technology. Company V introduced 4G products prior to Company A and while it may have had a short term advantage, as soon as Company A introduced their 4G products, the advantage due to technology disappeared. The consumer went back to choosing Company A or Company V based on price, service, coverage, whatever, but not based on technology. Thus technology might have been relevant in the short term, but in the long term, became irrelevant.In today’s world, technologies tend to quickly become commoditized, and within any particular technology lies the seeds of its own death.Technology’s RelevanceThis article was written from the prospective of an end customer. From a developer/designer standpoint things get murkier. The further one is removed from the technology, the less relevant it becomes. To a developer, the technology can look like a product. An enabling product, but a product nonetheless, and thus it is highly relevant. Bose uses a proprietary signal processing technology to enable products that meet a set of market requirements and thus the technology and what it enables is relevant to them. Their customers are more concerned with how it sounds, what’s the price, what’s the quality, etc., and not so much with how it is achieved, thus the technology used is much less relevant to them.


Recently, I was involved in a discussion on Google+ about the new Motorola X phone. A lot of the people on those posts slammed the phone for various reasons – price, locked boot loader, etc. There were also plenty of knocks on the fact that it didn’t have a quad-core processor like the S4 or HTC One which were priced similarly. What they failed to grasp is that whether the manufacturer used 1, 2, 4, or 8 cores in the end makes no difference as long as the phone can deliver a competitive (or even best of class) feature set, functionality, price, and user experience. The iPhone is one of the most successful phones ever produced, and yet it runs on a dual-core processor. It still delivers one of the best user experiences on the market. The features that are enabled by the technology are what are relevant to the consumer, not the technology itself.The relevance of technology therefore, is as an enabler, not as a product feature or a competitive advantage, or any myriad of other things – an enabler. Looking at the Android operating system, it is an impressive piece of software technology, and yet Google gives it away. Why? Because standalone, it does nothing for Google. Giving it away allows other companies to use their expertise to build products and services which then act as enablers for Google’s products and services. To Google, that’s where the real value is.The possession of or access to a technology is only important for what it enables you to do – create innovations which solve problems. That is the real relevance of technology.

Selecting and Clearing Music For Radio Commercials

Proper music selection and proper music clearance for radio commercials is an important step in the radio advertising process. Whether you are a radio station, an ad agency, a voice-over talent, or an independent production company it is imperative that you do a good job choosing the right music for your spot, as well as getting the proper music clearance for your project. Royalty free music libraries are a great place to start, as they have many different styles of music that can be previewed online.Choosing the right song is typically the easy part. As you sit down to create your radio commercial, ask yourself the following question: “what is the mood that I need to support with my choice of music?” For example, if you are creating a public service announcement designed to tug at the heartstrings, your music choice should be emotional, mild, and slightly dramatic. On the other hand, if you are trying to sell the latest and greatest fitness equipment, you probably would want to steer the music toward some high energy, workout music. Ultimately, the music and the copy need to support each other. A radio commercial with well selected music can bring a far greater return than one that is put together without a lot of thought given to the production music.


For most people, proper music clearance is a bit more complicated than selecting your music. For example, if a radio commercial is read as a “live spot” on the air, the station can use almost any music in the background that is covered by their ASCAP or BMI licenses. The key here is that the music is not repeated consistently, or used so frequently as to be construed as theme music for that particular radio commercial.On the contrary, most radio commercials are produced once for multiple broadcasts. Regardless of who is producing the radio commercial or where it is being produced, proper music clearance is a vital step in staying on the right side of the law. When you synchronize a piece of music with your commercial, you will need to get music clearance from the owners or representatives of that musical work (the music publisher) and of the owners of the master recordings (sometimes the publisher, sometimes the record label, sometimes the artist, etc.). Royalty free music libraries are a great place to start because they can typically grant full music clearance on both the musical work (copyright) and master recordings.


If you are hiring someone to create your radio commercial for you, the responsibility for the music clearance typically falls on the radio station, ad agency, or production company who actually creating the spot for you. It is always a good policy to discuss music clearance with them to make sure everyone is on the same page.

What a Pharmacy Technician Does

What Does a Pharmacy Technician Do?I have been writing articles on why and how to become a pharmacy technician, but some recent feedback has made me realize I left out the obvious. What is it that pharmacy technicians do in a pharmacy? Most people figure they help the pharmacist enter prescriptions and count pills. This is true for an outpatient pharmacy, also called a retail pharmacy, but there are many roles for pharmacy technicians in healthcare. The rest of this article will list different types of pharmacy settings and the roles that pharmacy technicians have in these settings.Community/Retail Pharmacy:I have worked retail, and I prefer other settings; however, it is where a large percentage of pharmacy technician jobs are found. What a pharmacy technician can do is determined by the state they work via state laws and rules. In general, technicians cannot provide clinical information to patients or be the final check for prescriptions. In some states, technicians are allowed to provide information on over-the-counter (OTC) medication (ie, medications that do not require a prescription, such as, acetaminophen and ibuprofen). Pharmacy technician tasks include, but are not limited to:• Collecting patient information (insurance and personal information as needed)
• Entering and processing prescriptions in the computer system
• Filling and selling prescriptions
• Requesting refills from doctor offices for patients
• Compounding medications that are not commercially available
• Ordering medications
• Restocking shelves
• Answering the phone
• Working with insurance companies on approving payment for certain medications
• Maintaining the cash register and conducting accounting functionsHospital Pharmacy:There are many different roles for pharmacy technicians in a hospital pharmacy. I know this type of pharmacy best since this is where most of my work has been. The most common are technicians who work in the central pharmacy. In addition we have decentralized techs, sterile compounding techs, billing techs, OR techs, narcotic techs, database techs, automation techs, team lead techs, and buyer techs. These technicians as a whole perform the following tasks, but not limited to:


• Filling new orders, this includes a variety of medications from oral medications to specially prepared sterile compound medications (including chemotherapy meds)
• Answering the phone
• Tubing medications (if the pharmacy has a pneumatic tube station)
• Preparing medications for delivery
• Delivering medications
• Assisting floor pharmacists with medication histories
• Assisting floor pharmacists with IV drip checks
• Handling missing dose calls
• Billing medications where nurse charting does not bill
• Maintaining the pharmacy database
• Restocking operating rooms and anesthesia trays with appropriate medication
• Dispensing and tracking all controlled substances throughout the hospital
• Maintaining automation equipment [automated dispensing cabinets that store medication on nursing units, automatic fill systems (typically called Robot-Rx)]
• Purchasing of all medication and supplies needed in the pharmacy
• Leading and managing the technician workforce, including upkeep of schedulesLong-Term Care Pharmacy:I have worked at a couple of long-term care pharmacies, and I think it is a great place to be a technician. They typically employee a lot of techs because the work load lends itself to a lot of technician tasks. These pharmacies provide the medication needs for nursing homes, assisted living facilities, and psychiatric facilities. The typical pharmacy is located in a warehouse. It does not have an open pharmacy for people to come to; they receive orders by fax and deliver all medications via couriers or drivers to facilities. The oral medication is filled in blister packs (cards of 30 tabs that are used to provide a 1 month supply of medication), or some other mechanism that provide the facility with an extended amount of medication doses that can be safely and cleanly kept until doses are due. Pharmacy technician tasks include, but are not limited to:• Filling new and refill orders (different from hospital because of the number of doses provided)
• Processing new order and refills coming through the fax machine
• Order entry of prescriptions and printing of labels for fill techs
• Sterile compounding of medications (although there aren’t as many sterile compounded medications as a hospital, there are still enough that most long-term care pharmacies have a few techs specialize in sterile compounding
• Billing medications to homes
• Controlled substance dispensing and documentation
• Ordering medications and supplies
• Restocking medications that are returned that are still suitable for reuse.Home Infusion Pharmacy:These pharmacies primarily care for patients that require some form of IV or other non oral medication, and want to receive the therapy at home (hence the name home-infusion). I have also worked in a home-infusion pharmacy. As a tech I had a lot of experience in sterile compounding, and found my self in any position that needed a IV room tech. Pharmacy technician tasks include, but are not limited to:• Compounding sterile preparations in the clean room
• Preparing supplies associated with sterile medication administration for delivery
• Billing medications delivered to patients home
• Coordinating deliveries of medications with patients
• Entering orders in the pharmacy order entry systemNuclear Pharmacy:No, I have not worked in a nuclear pharmacy (I am sure you were staring to think I got around quite a bit, but I have been in pharmacy for about 17 years). I have some friends who work in a nuclear pharmacy. The hours are interesting; they usually come in at about 3 AM and work until about noon. These types of pharmacies make radioactive compounds and they need to be made in a way that when they are delivered to the hospital or clinic administering them, that the dose has degraded to a specific amount. Without going into too much detail, these medications have short half-lives. So they have to time the compounding of the product with the time it takes to deliver the medication and the time the patient is to receive the dose. The job pays well, but as you can imagine, there are not a ton of these positions available. Pharmacy technician tasks include, but are not limited to:


• Preparing radioactive products
• Cleaning and preparing sterile compounding areas
• Entering orders into the pharmacy system
• Coordinating dose due times with deliveries and preparation
• Billing products to hospital or clinicHealth Plans/HMO Pharmacy Group:I saved this one for last because it is a lot different. Most healthcare plans have a pharmacy department. They manage the pharmacy benefit of the health plan. I have worked with my companies health plan and have spent some time with the pharmacy department. Pharmacy technician tasks include, but are not limited to:• Answering phone calls and providing support for patients on the pharmacy benefit
• Reviewing prior authorization requests
• Providing support to physicians and drug companies for information requests
• Supporting the pharmacists in the department with database and projects as neededAs you can see, pharmacy technician roles can be very diverse. The best advice I can give you is to figure out what setting you would most like to work in and obtain some experiential hours in that setting. I have found that the type of pharmacy you train in is typically the type of pharmacy you end up working in.