Ken & Barbie and the cost of pharmaceuticals

First impressions count. Six women and one man, dressed Florida casual, stepped out of the elevator in the medical building and there he was. Ken was a living, breathing human being with a square samples case. We said in one breath, "pharmaceutical salesman."

Perhaps lessons may be learned from the pharmaceutical companies when it comes to promotion. First and foremost: hire models and train them to be plastic representations of "I'll only take a few minutes of your time and leave you with oodles of samples to help your patients."

You see them when you go to the doctor. The young women are slender, very high heels and resembling the 1970's image of an airline stewardess At first, they were all young women. Then, the pharmaceutical companies realized many doctors and nurses are women - and they have now added Ken. They all have excellent posture and know how to pose as they sit patiently among the patients in the waiting room, obviously there for a different reason.

This Ken was tall, broad shoulders and perfectly styled dark hair in custom fitting three piece suit, shoes well-polished and even a perfect sample case, not scuffed. I expected Barbie to meet him for lunch.

However, back to the lessons. 1) Perfect grooming is important for the image that is most appreciated. We may not look like Ken and Barbie, but we can be our best groomed selves and own a few very well cut clothes instead of lots of ill-fitting, out of date and size "stuff."

2) Give samples. Give useful samples. Give them generously. People like something for nothing.

Unfortunately, people are judged by the clothes they wear. There is never a second chance to make a first impression.