Advice You - Business

During one interview at a Milwaukee-area construction company, I was asked “What’s the deal with marketing people anyways? Why can’t they keep a job for more than a y

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

ear?”

Well they can, of course, keep jobs for lengthy periods of time, but the fact remains that many marketing people do not stay very long at the same firm. While

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

Examples of combination products may in

very situation is different, two popular reasons for this are that the marketing person gets frustrated and leaves or the firm gets frustrated with marketing and/or sa

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

les and lets the staff go. Either way, these issues are a cost to companies in training and recruiting, not to mention the hit their marketing plan takes every time s

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

meone new needs to resurrect it.

So how do you hire a great marketing person that will want to stay at your company for the long haul? Here are some tips.

1. If you

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

Combination pro

currently do not have a marketing person at your company, first determine what level of marketing you need. Do you need consultants to fill in from time to time, or 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

full-time staff person? Does this person need to be well-versed in marketing and direct the effort, or is the marketing and brand so well established they only need

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

o take direction? Be cautious in what you decide here and take an honest look at your organization. Many owners think marketing runs itself, and they only find out o

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

therwise when they lose a great marketing person and have to replace them.

2. Develop a marketing plan so you know exactly what direction you want your marketing staf

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

to take. A marketing plan is not the same as your business plan. It’s definitely not your sales plan. A true marketing plan not only maps out where you expect to g

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

but how you’ll get there. Without it, you are sailing across an endless sea without a sail, map, or guide. You are lost. And what’s worse, you probably don’t even

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

Following aspects would a

know it.

3. Define the types of skills you want your marketing person to have. If they need to write press releases and proposals, make sure they know how to do it.

dd to the challenges in developing combination products:

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

Interview them at length, ask for samples of previous work, and test them during the interview. It’s not unreasonable to ask someone to write a mock press release, fo

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

r example, during their interview.

4. Be absolutely clear in developing your marketing person’s job description. One of the biggest reasons great marketing people le

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

ve is because they end up doing work that was never even talked about in the interview. Don’t make assumptions that your marketing person will just know everything yo

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

want them to do because it’s different from organization to organization. (Not every marketing person plans the company picnic or orders letterhead, for example. No

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

Professional from academic institutions, pharmaceutical industries, health care indust

r should they.) Lay out even the smallest of duties in the job description and make sure all expectations are understood from the beginning.

5. Meet with your marketi

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

g person frequently and gage their happiness quotient. You’ll know when you’re happy or dissatisfied with your marketing person’s performance, but unless you speak wi

.

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

th them directly about how their position is progressing or how happy they are with your firm you won’t know whether or not they’re ready to leave. If your marketing

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

Companies that provide selfless information through particip

erson talks to you, listen. It might make the difference between keeping a great marketing person or having to go through the process of recruiting a new one... again

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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