Advice You - Business

You know they’re there.

Lurking deep within your prospect – perhaps so deep she doesn’t even know she feels them – are

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

emotions related to what you want to offer her. If your marketing can resonate with them, get them all churned up so the

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

Examples of combination products may in

y can stimulate some action, it’s a good bet that she’ll buy what you’re selling.

But if you misfire, your effort will

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

be ignored. Even worse, you could trigger her sales resistance, making it that much harder to sell to her in the future.

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

So how do you go about deciding which emotions to trigger?

You’ve Got To Know Me To Sell Me

It’s an old, old mantra,

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

Combination pro

but you just cannot sell to a prospect that you don’t intimately know. Educated guesses may help you get lucky once in a

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

while, but consistent wins only happen when you know what you’re doing.

Just who is this person you’re pitching to? Do

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

n’t stop with demographics – they’re only the beginning. Two 55-year-old white women in the same suburban neighborhood m

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

y well have completely different lives. One may be a fanatical environmentalist, while the other listens to Rush Limbaug

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.

What are your prospects core beliefs? The fundamental things she believes to be true? What is she skeptical about? W

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

hat is she ashamed of? What kind of person does she wish she could be?

It Takes Detective Work

It will take effort on

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

Following aspects would a

your part to find the answers to these questions. And it can’t be done overnight.

But where do you look for the answers

dd to the challenges in developing combination products:

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

Start with what you know. If you have a mailing list, see what other companies have used it. What are some of the othe

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

r products or services this target has bought? Are there any publications that mail to this list?

Go to the bookstore a

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

nd look at the best selling books on subjects related to your offer. Buy them and read them. Get any and all newsletters

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

and magazines on the subject and do the same. Pay special attention to the advertisements – how are others targeting yo

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

Professional from academic institutions, pharmaceutical industries, health care indust

r prospect?

If you’re targeting a professional group, read their trade publications and attend trade shows and conferen

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

ces.

Don’t stop until you have a full image of a living, breathing human being. Then spend some time meditating about t

.

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

hat human being. What is she thinking? What is she already saying to herself about the problem your offer will solve?

N

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

Companies that provide selfless information through particip

OW you have a good idea of what she’s feeling. And you can use that knowledge to help Mrs. Prospect become Mrs. Customer

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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