Advice You - Business

Some years ago, Earl Nightingale, the radio commentator and lecturer, was being interviewed by a couple who were writing a book about famous people and how they over

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

came adversity to reach success. In the course of the discussion, Earl pointed out that famous people were no different than the average person when it came to succe

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

Examples of combination products may in

ss. He said, “Most people have to overcome obstacles along the way and just because one person receives some notoriety over another does not make that person any mor

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

e a hero than the average person working through his problems.” The couple persisted to find the key to Nightingale’s success. After much questioning he told them th

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

at three simple words helped him reach the pinnacle of his profession. Those three words were simply, “stay with it.”

When working with sales professionals to help

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

Combination pro

them move from order-taking, operational mindsets into successful proactive sales approaches, sales trainers find that these people go through stages that loosely re

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

semble the four phases of learning. These stages are easily recognized in those individuals being trained, as an instructor works to help them make the behavioral ch

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

anges necessary for successful selling careers.

Since most sales professionals do not set out to be sales representatives, there are certain ideas and concepts inhe

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

rent in the selling process that may be totally new and foreign to you. In the learning process, we call this stage “unconscious incompetence,”—not knowing what we d

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

on’t know. After being taught specific sales concepts, a professional receives an intellectual understanding of a series of sales techniques or methods but still may

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

be unable or unwilling to perform the activities that will bring about consistent sales success. This stage of behavioral change is called “conscious incompetence.”

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

Following aspects would a

In the third stage, you encounter a process called “conscious competence.” This is where most sales professionals either make the grade and move from order-taking a

dd to the challenges in developing combination products:

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

ctivities (“tellin sellin”) into proactive sales habits that significantly increase their sales success. Or, at this stage they revert back to their old order-taking

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

habits. This is a difficult step for most professionals because it takes concentration, hard work and a lot of practice. However, once selling and closing skills be

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

come second nature, you can reach a final stage of intuitive, successful behavior called “unconscious competence.” It is a fact that many who sell for a living, neve

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

r reach this level of unconscious sales proficiency because they are unwilling to spend the time practicing the concepts they have been taught. Remember, psychologis

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

Professional from academic institutions, pharmaceutical industries, health care indust

ts suggest that it takes about 21 days to make or break a habit.

It is easy to gravitate back to the things we know how to do or with which we have a high comfort l

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

evel. Those employees who are truly successful and literally make changes in their behavioral patterns, simply take the sales techniques they have been taught and st

.

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

ay with them long enough so that they achieve a new comfort level—unconscious competence! As you work to learn how to be a better salesperson and you are tempted to

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

Companies that provide selfless information through particip

give up and move back to the ways you have done things in the past, always remember the three simple words Earl Nightingale used to become successful--“stay with it.

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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