Advice You - Business

In a recent article I wrote about the four influencers in a B2B sale. I then wrote an article about the Financial Influencer. In this article I w

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

ant to focus on the User Influencer. As a quick revue, the four influencers are again.

1. The Financial Influencer(s)

2. The User Influencers

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

Examples of combination products may in

3. The Gatekeeper(s)

4. Your Champion or Sponsor

This article will focus on the User Influencer.

The User Influencer

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

As you can readily surmise, this influencer is the person or group that will directly use your product or service. The role of this influencer is

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

to make judgments on the impact your product and service will have on their job performance. It will either affect his job directly, and at least

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

Combination pro

the people that work for him.

The role this person or group plays in the evaluation process is,

· This is the group using or supervising the u

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

se of your product or service.

· You product or service will be personal to them because this group has to live day-in and day-out with your pro

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

uct or service, both during implementation and after it has been implemented.

· There is a direct link between the user influencer's success, an

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

d the success of your product or service.

This person or group focuses on the job to be done. They ask - "how will this affect me and my job and

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

my department"? This is the group that will have the most important impact in the executives' eyes, as this group will be the most affected by t

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

e buying decision.

Get as close to this group as you can. Get to know the senior executive that runs this group. He or she will have a huge weig

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

Following aspects would a

hting on whether you make the sale or not. Make the head of this group one of your main contacts for the decision. You also, of course, need to b

dd to the challenges in developing combination products:

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

e as close to the financial influencer as you can.

This group is extremely important in your marketing and selling process to your prospect and

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

client base. You will more than likely interface with this person, and his team, more than any other person or group, in your selling cycle.

You

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

will also be very close to this whole group in the implementation phase of your product and/or service. Most sales and marketing people spend the

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

ir whole time working with and interfacing with this person and his group. This is particularly true in a technical environment, such as an engin

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

Professional from academic institutions, pharmaceutical industries, health care indust

eering or software sale.

You should also line up people in your organization, with like minded skills, to interface with the members of this gro

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

p, as they speak the same language.

Just as you must work with the four different influencers in your prospect's company, you need to also align

.

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

the people in your company, with the right people in your prospect's company, in order to move the sale along.

Selling in a B2B environment is

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

Companies that provide selfless information through particip

a complex and sophisticated sales. But once you understand the process, and the different influencers, it becomes much easier, and a lot more fun

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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Leadership is a marathon, not a sprint. All too often leaders push themselves as if they are sprinting and fail to make it to the finish line. They burnout. In this article Bill Pullen looks at three different leaders and how they pushed themselves to the edge then stepped back and saw the impact of doing so.

Does your organization have a clear purpose? Do the people you serve see you as important to their business or to their lives? Does every customer and every employee clearly understand your purpose? The purpose of an organization is clarified in the mission, vision, and operating principles. I call this grouping the core message of an organization.

Positive thinking on its own cannot and will never be a substitute for getting things done and achieving results. Positive thinking without application of knowledge and skill is nothing but wishful dreaming and fraught with the dangers of disillusionment.

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