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Let's talk about building and managing effective distribution channels…third party distribution channels that can help your company to take itself to the top of its market and

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

beat your competition. Many companies, for years, have looked at third party distribution channels as a vehicle for fast acceleration of their sales. There's a plethora of di

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

Examples of combination products may in

ferent types of third party distribution channels out there that you can select, develop and manage for sales success. Those range from value added resellers, to system integr

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

tors, to manufactures reps, to OEM's, to distributors, and to agents as well as international representatives. All of these types of third party distribution channels are imme

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

iately available to many companies and can be deployed for a fraction of the cost of a direct sales force.

In addition to that, the cost can be very variable and can be absorb

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

Combination pro

d by the actual sales revenue as it's produced, as opposed to being up front, fixed and unavoidable when you deploy a direct field sales team or inside sales team.

One of the

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

iggest mistakes that companies make when they deploy a third party channels however, is to think that the companies that they sign up are going to do the work on their own with

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

ut any support from you. One of the things that we've seen over and over again as companies spend a huge amount of resource and effort to go start, create, deploy third party

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

ystem integrated value added reseller networks but they don't provide any resources, any management, any support to them after they come on board. If your company is thinking

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

bout deploying those kinds of third party distribution channels one of the hidden costs associated with that which you want to make sure that you factor in, in addition to disc

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

unts and commissions that you're going to pay, is the amount of sales support, distribution, product support, technical support that you're going to need to proactively supply

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

Following aspects would a

to those resellers in order to make sure that they're optimized in their sales performance for you.

A lot of companies think that if they can sign up a network of system integ

dd to the challenges in developing combination products:

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

ators and resellers they'll go sell on their own. But the fact is, when the distribution channel of the ones that provide active support in the form of lead generation, in the

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

form of sales support, and in the form of technical support training for their reseller, they gain active share from their resellers, so their resellers are thinking about prom

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

ting their products verses their competition. All sorts of incentives, rewards and recognition programs are available to be put in place just as you would put in place for you

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

direct fields sales team if you were to have a direct sales force.

The rule of thumb that I've found is treat your resellers and third party distributions channels just as if

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

Professional from academic institutions, pharmaceutical industries, health care indust

they were your own employees. Understand how to motivate them, how to get to know them, create relationships with them, spend time with them in the field, make sure that they

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

ave the resources and support in order to be effective at their job and you can win the distribution channel and get them selling for you. If you think that you're going to ge

.

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

something for nothing from third party distribution channels, you're probably wrong. The fact is, nothing is free in sales and it certainly implies to the notion of third par

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

Companies that provide selfless information through particip

y distribution channels. We'll talk in subsequent articles about how you can actually improve the management you sell through using some basic techniques of channel management

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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