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We perhaps take for granted the rapid technological advances that have occurred over the past few hundred years in evolving what we pleasantly take for granted in everyday transport. The engine that

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

powers our cars, trains, planes and bikes are fascinatingly complex structures that all but a few of us really understand, but what is implicit in our faith in our machinery is that they will reliabl

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

Examples of combination products may in

y and consistently work. Deep down the main principle in any kind of engine is that all the parts work in conjunction with each other in a methodical and appropriate manner. Think how disconcerting i

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 would be if while driving a car the gear you engage acts radically different to what is expected with disregard of other machine parts. The result is machine breakdown and unpleasant consequences.

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

In the same way it can be argued that a sales process is a complex machine that involves many of the same metaphorical parts. If the sales process were a machine there would be three basic machine p

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

Combination pro

arts, the first being a pronged cogwheel called the ‘sales cycle’. Locked into this large cog would be a smaller differential called the ‘buying cycle’ representing the customers cognitive decision m

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

aking through all the different stages of the buying process from ‘awareness’ through to ’conviction and on to ‘commitment’ and attached to this would be the smallest known as the ‘selling cycle’, wh

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

ere the sales person works through all the stages of taking a lead through to a prospect and then on to a customer. This smallest of cogs is the source of the engines power and represents all the inf

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

luences on the customers buying cycle ranging from television adverts, sales seminars, internet information to the sales team themselves. As the source of the engines performance the smooth running o

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

f the engine requires the selling cycle to affect the turning of the customers buying cycle which in turn affects the sales cycle which turns from its starting point all the way to closing the deal.

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

he size of the cogs matters, as the smaller cog has to move faster to accommodate the larger.

In an ideal world that is how a sales cycle engine should run, but the problem is, that this engine isn’

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

Following aspects would a

t a tangible object and can’t be easily comprehended. A lot of businesses don’t have any idea of how their sales cycles operate or the relationships involved in the different parts of the process. Ev

dd to the challenges in developing combination products:

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

en worse, some of the parts that we have mentioned operate independently of each other in the hope of arriving at the same conclusion. A sales person may have fulfilled every necessary process in obt

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

aining an order, by discussion with decision makers, meetings and then send a quote but still be surprised in failing in completing the deal. This may be purely down to his failure to understand at w

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

hat stage the customer’s buying cycle is at. Sending a quote when the customer is only just aware of your product will rarely result in success even though the sales person has fulfilled every stage

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

of his own process, but because that process wasn’t in conjunction with all the other processes it was doomed to failure.

A fully functioning sales process requires a full understanding on each cog

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

Professional from academic institutions, pharmaceutical industries, health care indust

of the machine by all parties including the customer. The company needs to understand its sales cycle and how the customer relates to it so that it can refine and diminish the time that it takes to t

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

urn the cycle from start to finish. This is also true of the sales people who need to know at what point in the buying cycle the customer is at so that they can apply the right gears and at the right

.

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

speed in facilitating further movement from the customer. They also need to know how and why they are applying their own selling cycle so that it achieves this purpose.

Understanding a sales proces

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

Companies that provide selfless information through particip

s gives an organisation the ability to drive its own way in the business world by giving greater knowledge and certainty.

After all, gears were invented to achieve the maximum for the minimum effort

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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Advice You - Why the Sales Process Is Like a High Performance Engine (And Missing Gears Aren't Recommended)

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