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Advice You - Video Shop for Sales Success
A national home builder needed to be sure his model home sales reps were taking prospects out into the community to show inventory homes and site lots. Some reps preferred
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
to stay in the air conditioned model office, and merely give prospective home buyers a map or point them in the general direction - losing the opportunity to turn prospects
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
into buyers.
The sales manager had a list of sales steps the reps should follow, so the reps knew what was expected of them. The builder told the reps they would be "myst
The sales manager had a list of sales steps the reps should follow, so the reps knew what was expected of them. The builder told the reps they would be "myst
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ry shopped" periodically, and all reps had signed an agreement to be shopped as part of their employment. The first mystery shops this builder tried included a written shop
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
pers report turned in to the sales manager. The report included the shoppers opinion of how well the rep accomplished all of the steps in the sales process (including going
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
out to show inventory homes and lot sites). The sales manager would then meet with the rep and go over the shoppers critique. This process resulted in some improvement but
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
the reps frequently denied their actions from the mystery shopper reports. After several rounds of "it's the reps word against the mystery shoppers word", the sales manager
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
decided to take a different approach. He hired a Tampa, Florida based performance improvement company (Professional Development Services, Inc.) to video/audio mystery shop
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
his 25 sales reps. All of the reps were video/audio shopped and the sales manager discovered that 52% of his reps were not following the prescribed sales process. The sale
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
manager coached each rep by showing the DVD recorded shop to the rep and asking the rep to give their own critique based on the video.
Several things happened as a result
Several things happened as a result
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
of the video mystery shopping process:
1) When the reps were told they would be video shopped, their performance improved immediately. This is known as the "Halo effe
1) When the reps were told they would be video shopped, their performance improved immediately. This is known as the "Halo effe
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ct" in the mystery shopping performance improvement business.
2) The feedback sessions with the sales manager became much more specific and uncovered additional sales
2) The feedback sessions with the sales manager became much more specific and uncovered additional sales
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
pportunities that had been missed previously.
3) After the first round of mystery video shops, reps followed the complete sales process 96% of the time (compared to 48
3) After the first round of mystery video shops, reps followed the complete sales process 96% of the time (compared to 48
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
% previously).
4) Sales reps admitted that the evaluation process was fair because it demonstrated actual performance compared to a shoppers, customers, or managers "o
4) Sales reps admitted that the evaluation process was fair because it demonstrated actual performance compared to a shoppers, customers, or managers "o
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
pinion" of their performance.
5) This builder reports a 10% increase in sales closed within three months of initiating the video mystery shopping program.
Tips t
5) This builder reports a 10% increase in sales closed within three months of initiating the video mystery shopping program.
Tips t
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
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
consider if you are thinking about trying this process to accelerate sales performance:
1) Make sure your sales (and/or customer service reps) have a clearly defined
1) Make sure your sales (and/or customer service reps) have a clearly defined
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
process that they are required to follow with prospects and customers. This "checklist" will become an important part of the performance assessment session.
2) Don't u
2) Don't u
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
se the feedback videos as a negative reinforcement "club" to penalize reps.
3) Make sure your reps have signed an agreement (usually part of the employment contract) t
3) Make sure your reps have signed an agreement (usually part of the employment contract) t
.
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
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
at allows them to be mystery shopped if you are in one of the 33 "dual consent" states.
4) Don't try to create a false "Halo effect". In other words, don't tell reps
4) Don't try to create a false "Halo effect". In other words, don't tell reps
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
they are going to be shopped when they aren't.
5) Make sure the company you employ to conduct the shops are experts at covert video/audio performance surveillance.
5) Make sure the company you employ to conduct the shops are experts at covert video/audio performance surveillance.
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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