Advice You - Business

Because mavens are such great referral sources, your small business needs to build in mechanisms to help the maven pass on the good word about your services. A critical element i

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

n coaxing mavens to keep you on their short-list of companies worthwhile to do business with is to keep in contact with them. An email newsletter is a great vehicle for this. But don’t

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

Examples of combination products may in

dilute your Brand in the maven’s mind by sending them junk emails; if they don’t sign up for your newsletter, don’t put them on your newsletter mailing list. Treat them with respect. Rem

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

mber, they are really looking for value.

When your customer service or sales staff spot a maven, it’s imperative to keep in contact with that person. Letting a maven walk away without m

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

aking a favorable impression is like letting a dozen sales walk out the door. Don’t do it.

Below are some simple suggestions on what to include in a customer contact form. These are ou

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

Combination pro

suggestions; really just a launch pad for you to build upon for your small company’s unique business needs. Make sure you involve Achievers in fine-tuning this form; solicit their inpu

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

t. Integrating staff into the creation of the form causes them to ponder the types of questions mavens ask and how to spot these people. Teach staff that mavens and tire-kickers may

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

sound similar. It’s almost impossible to know in advance which individual will actively tell their friends that your place is a great place to do business and can give them value.

A

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

maven may seem like a tire-kicker; you might get a few false alarms. But once you start dialoguing with this type of individual, you’ll find they are intelligent and if they perceive you

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

really give your customers a good deal then you should be able to win them over.

Remember, the best thing is to put the maven in contact with the owner or a senior sales person; but if

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

you can’t do that, then at a minimum please give them this form and encourage them to fill it out. Or, if they wish, let them fill it out right at the store.

You might even supply an en

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

Following aspects would a

velope addressed back to your store, with the return postage already paid. We suggest you not skimp on costs here and use a postcard for this survey. Some people don’t like their persona

dd to the challenges in developing combination products:

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

l information going out in the postal mail for everybody to see.

OK, here are items to put on your customer contact form:

Header: (Company Name) Contact Form
We con

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

act our customers via email with our monthly newsletter and with occasional special offers on __________________ or other interesting news

We only contact customers with permis

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

sion. We don’t share your name with anybody else. You can tell us to stop sending you emails at anytime and we will

You’ll usually receive two (2) emails a month from us.

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

_____Yes, I’d like to receive your monthly newsletter

_____Yes, I’d like to receive other news and offers I’m especially interested in news on:

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

Professional from academic institutions, pharmaceutical industries, health care indust

Email address: _____

First Name ____

Last Name ___

If you’d like, please tell us a little about your shopping at our store

How of

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

ten do you stop by?

_____ once a day

_____ two to four times a week

_____ once a week

______a couple times a month

_____ other

.

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

Thanks and we look forward to getting to know you better!

Of course, you don’t need to limit distribution of this form to mavens, only! Once you build a newsletter or

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

Companies that provide selfless information through particip

any other type of contact vehicle into your company’s marketing Package, you’ll want to frequently keep your Brand in front of your customers and prospects.

© 2006 Marketing Hawk

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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