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People won’t buy your products or services if they can’t figure out how to use them. Therefore, it is imperative that you find ways to help your customers understand how to get the most of your products or

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

services. Depending on your product or service, two valuable tools for promotions and sales are product demonstrations and training sessions.

Think of how many Ginsu knives, cookware sets, and mops have be

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

Examples of combination products may in

n sold, just because the audience members saw how to use the products. The reason why home shopping networks are so successful is because the hosts demonstrate the products and show their enthusiasm for the

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

m. People don’t like to admit what they don’t know, but if you show them without insulting them, they will buy and use your product or service.

The first thing to determine is, “Do you need actual training

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

or a demonstration?” A demonstration shows the audience how to use a product, while a hands-on-training session, gives the consumer an opportunity to tryout the product or service. Training sessions are mor

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

Combination pro

e appropriate for big ticket complicated items while simpler products only need demonstrations.

Next, decide the most important features of your product or service that you want to demonstrate. How does it

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

improve lives and solve problems? Often your sales people will know what features sell the best. Or you may find the features that when shown, change customers’ objections to the product or service. For exa

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

mple, a broadband Internet service provider discovered that when their customers saw the value n high speed services, such as music downloading, photo sharing and chat, they were more likely to upgrade to h

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

gh speed services.

Then you need to determine what style the demonstration will take. Will it be light or serious? How can you bring creative elements into the demonstration? What will best illustrate the

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

emotional “wow” sensation of the product or service? What style best works for your demographic?

You also have to establish a framework of analogies to work from for your demographic. For years, I taught s

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

nior citizens how to use computers. No one wanted to teach them. The training was based on framework they understood. I had to explain how the typewriter evolved into word-processing. Then, explain how word

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

Following aspects would a

-processing transformed into desktop publishing. I also gave a history of the personal computer and the Internet because this demographic was not following the development of computers at the time. When I w

dd to the challenges in developing combination products:

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

ote a script about HDTV, I needed to show the aspect ratio difference between HDTV and a standard TV, the HDTV wide screen was related to the wide screen in movie theatres and panoramic views.

Another help

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

ful device to use within in your product demonstration or training is “Good Cop/Bad Cop,” one demonstrator is the “nay-sayer” who gets won over by the good guy. Remember that in all good teaching uses the “

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

ule of three.” A student or viewer needs to see and hear a concept three times before it is learned and mastered. The teacher/demonstrator has to find ways to repeat the concept without being condescending

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

or boring.

The demonstration/training will be more effective if it is entertaining. This is where you can have fun with the product or service. Techniques such as parody, dramatization, music, and viewing

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

Professional from academic institutions, pharmaceutical industries, health care indust

rom the inside out will add depth to the presentation. I once had an editor tell me, “After you do all your research, the story writes itself.” This axiom is often true for demonstrations. After I figure ou

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

t the objective, interview the sales and product manages, use the product or service, research the demographic and understand the true meaning of the service/product, I can hear the script come to life. The

.

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

more questions I ask, the better the script becomes.

Product and service demonstrations/training are valuable tools to get and retain customers. They are very cost effective and bring your product or servi

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

Companies that provide selfless information through particip

ce to life enriching the lives of your customers. Human beings have for centuries learned by telling each other stories around the fire. Bring that fire to your customers and you’ll experience blazing sales

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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