Advice You - Business

If you had a crystal ball and could read what was on your prospect’s mind and knew what they were thinking, wouldn’t it be fabulous? When you were making a sales presentation, you would kn

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

ow the reason why they were interested in the product in the first place. You would also know what they thought about your product when compared to others, as well as the questions and obje

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

Examples of combination products may in

tions that were going on in their minds.

If you are in a face-to-face sales presentation you can see their body language and when you get certain signals, you can ask for feedback. You don

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

t have that luxury with direct mail.

So, how can you tell what your buyer is thinking? Also, how do you write copy that addresses these questions and turns the objections into buying signa

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

s?

This is what you can do:

Do some research on the product as well as what your competition is offering. Then put yourself in the buyer’s shoes. If you were going to buy that product, w

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

Combination pro

at additional information would you need to know and what are some of the things that would stop you from buying the product?

Then you need to get together a list of questions the buyer mi

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

ht ask, which you can systematically address in your communications piece in order of priority.

These are some of the typical questions that you might need to address when writing your cop

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

to sell business-to-business services:

• Do you have the experience to meets my needs, which are unique?

• Do you have an understanding of the industry I am in?

• Would you be able t

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

understand the clients in my business?

• What is your track record? Can I feel confident that you will be able to generate the results that I am after?

• Are you up-to-date with cutti

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

g edge techniques?

• Why should I get you to do this service for me now, when I’ve always done it myself in the past?

• As an external company, how can you possibly understand my busine

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

s as well as I do?

• How do you clients feel about you?

• Why should I choose you instead of your competition, which is cheaper?

• How do I know you will do things in my best interest

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

Following aspects would a

?

• Can you deliver the results I want in my time frame?

• Will you be able to deliver what you have promised?

• How do I know I am getting value for my money?

• What are your terms

dd to the challenges in developing combination products:

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

of payment?

• How do I know what your track record is like?

• Will I be satisfied with your product?

I bet you have many other questions that you can add to this list that would be rel

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

vant to your particular business. The main reason for doing this exercise is to make sure you understand what the potential negatives might be and to address them in your marketing piece.

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

By getting rid of those objections in your communications piece, you are effectively getting rid of the barriers to doing business with you. This means that your responses will dramaticall

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

increase.

Make sure you find out all the objections that your buyers may have. Get your proposal templates and all your direct mail pieces and talk to your sales people to get their input

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

Professional from academic institutions, pharmaceutical industries, health care indust

as well.

The most common way to handle objections in an information package is by including a "Frequently Asked Questions" section where the question addresses the objection and the answer

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

portion gives the answer to that objection in a positive manner, on the assumption that they are going to buy from you.

A good trick to use to maximize the effectiveness of your FAQ docume

.

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

ts is to include questions that relate to the process involved in purchasing. Here you are presuming that they will buy from you and helping them visualize themselves buying your product. I

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

Companies that provide selfless information through particip

clude questions like "When will my product be delivered? How can I pay for my goods?"

For more tips and information about reading your buyers mind visit
http://www.wordsthatsell.com.a

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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