Advice You - Business

That's right. Get them to stop selling from their own narrow and selfish perspective and concentrate instead on doing things that are in the best i

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

nterests of their customers and clients.

It's a radical step. It requires a degree of boldness and it probably isn't for everyone. Only for those

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

Examples of combination products may in

rue professionals who've worked out that there is no future in the ‘traditional' approach to selling. Because in time, everything that can be commo

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

itised will be. And commodities are best bought over the web. I've even bought executive coaching as a commodity on EBay!!

Traditional sales techn

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

ques actually encourage commoditization. The reason is simple. Most of us just hate being confronted by some pushy, oily, two-faced sales type whos

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

Combination pro

only interest in us is measured by how much money he reckons he can extract from our wallets. Who turns up in some flashy car, pesters our staff a

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

d wastes our time. So we find an alternative that excludes the sales person. Isn't it sad that in a world where communication has never been easie

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

and quicker, we manage to build truly beneficial working relationships with fewer and fewer customers and suppliers?

The responsibility for chang

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

ng this sits with us sales professionals. And like all revolutions it starts when individuals dare to do things differently.

So here are some sugg

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

stions which may help our brave body of sales professionals as they step out into the unknown.

First, we aren't alone - lots of people already hav

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

their client's best interests at heart. All the really successful sales professionals I've had the privilege to work with for example. As do many,

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

Following aspects would a

but by no means all, accountants, lawyers and other professionals. And some management consultants! Even a few IT sales people. You can also find

dd to the challenges in developing combination products:

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

hem working in enlightened customer service departments.

Second, there's a set of skills you can work up. Actually it's a set of behaviours rather

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

than skills. This does make it more difficult because you can't go on a training course to learn them. But it also means that there are as many rou

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

es to success as there are sales professionals. Each of us can eventually find our unique route based on who we are, on our values, background and

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

nthusiasms.

Third, read, digest and learn. Watch others. Discuss and share experiences with others. Explore how you feel when you next have to de

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

Professional from academic institutions, pharmaceutical industries, health care indust

l with a typical sales person. And remember that feeling when you meet your next client. Is what you are about to do or say going to create the sel

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

-same feeling in her mind?

Then stop and do something different. Like asking her for her views about you, your product, service, firm, competitors

.

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 market. And then really listen. Listen so hard that it hurts. Ask questions only to get more information. And accept everything she says with

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

Companies that provide selfless information through particip

grace and humility.

Good luck. I'd love to hear how you get on. Us pioneers could do with the opportunity to share and offer support to each other

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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Even in dangerous sales situations focusing on opportunities rather than objections helps us reach our goals. If we lose our focus, we run the risk of pain and frustration.

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