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It’s been said that 80% of a young company’s business comes from referrals. Yet referral marketing is one of the most underutilized 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

arketing tools.

I know most of you are going to say you use networking, and I’m sure you do. Most business owners do. To an extent.

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

Examples of combination products may in

But do you have a plan of action for your referral marketing?

By all means, ask friends, family, co-workers and ex-co-workers

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

to refer people they know to your business. Become a member of your local Chamber of Commerce. Join business groups.

But there’s on

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

referral area that’s usually untapped. That last customer you had. What about her? Have you directly asked her for a referral?

No

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

Combination pro

, it makes sense to me that before you ask for a referral from your client you need to build a relationship with her. And you need to

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

know she’s happy with your work.

That last statement is so important, I’m going to repeat it—you need to KNOW she’s happy with

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

your work.

Because if she’s not, trust me, she’s going to tell everyone she knows. It’s a little quirk about human nature. Most of

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

us talk more about service we’re not happy about than service we’re happy with.

So, here’s a few tips to help build a relationship wi

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

h your client and get her to refer her friend and acquaintances to you.

Handle any complaints quickly and courteously. <

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

i>Write a letter thanking your client for her recent purchase. Because it’s so rare to receive a thank you letter from a business

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

Following aspects would a

she’s going to remember it for a long time.

Ask for her email address because email marketing is so inexpensive

Send a note

dd to the challenges in developing combination products:

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

or email when you have discounts or special offers to maintain contact.

Prepare a short survey asking her what parts of your serv

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

ces she was happy with and where you can improve. Ask her to rate your service on a scale from 1 to 5. The survey is how you’ll know

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

whether she’s satisfied or not.

Give her an incentive to recommend you. Give a gift of free services, a percentage of the sale

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

n cold, hard cash, or maybe a discount on her next order with you.

Give her something free of charge. Sometimes you need to give

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

Professional from academic institutions, pharmaceutical industries, health care indust

in order to get. For example, if you find an article that might be of interest to her, send it to her. She’ll remember your thoughtf

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

lness and tell her friends about you.

There’s lots of ways to build a relationship with your client so that she refers your

.

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

business to her friends and acquaintances. All it takes is a little imagination and a little time.

The important thing I guess, is t

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

Companies that provide selfless information through particip

at you remember how important referrals are to your small business. And that you have some sort of plan to get those referrals

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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