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Taking swift corrective action with poor sales performers is the key to any sales manager’s responsibilities. Nowhere is it more important than in sales to quickly take action when a

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

sales person is not hitting their revenue targets. Management’s job is to diagnose and detect the underlying reasons for a sales person not performing and to engage in corrective ac

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

Examples of combination products may in

ion in order to correct the behavior, the activity or the results as necessary. Often times, sales managers are too slow to recognize when a sales performance issue is coming to ligh

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 and waits and hopes that a sales person will sell themselves out of a slump. Only through active engagement with the sales person can sales management hope to mitigate or reduce 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

possibilities of bad sales performance and get a sales person onto a turn around plan that will produce the results they are looking for.

The key to managing a poor performer’s imp

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

Combination pro

rovement is healthy, open, assertive discussions in a climate of accountability, as well as a friendly, helpful and supportive environment. A lot of sales managers come down hard on

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

heir people when a person is not producing the right sales revenues for the company. And a lot of times this is the most destructive thing. Sales people, just like everyone else in l

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

ife, need positive motivation and empowerment in order to succeed. So, simply taking a harsh approach to an individual at the outset when the first signs of poor sales performance ar

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

occurring is not a remedy for the problem. And often times will have the very effect on a person’s motivation that you’re trying to avoid. A better way is to sit down and talk with

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

the individual and understand from their perspective what’s happening in the sales process or what their sales strategy or with their activity that is the underlying cause for the po

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

r performance.

I’ve met many sales mangers over my career who actually avoid confronting their sales people when they see poor sales performance. And sales people need to be confron

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

Following aspects would a

ted in an assertive and healthy and productive environment in order to understand what management’s expectations are and attempt to make correction to their work and take corrective

dd to the challenges in developing combination products:

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

ction. So a sales manager’s job is not to apologize or hide from the truth, but to assertively, and in a healthy way work, with their sales people to diagnose the problem, understand

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

what the underlying causes are for the problem, and look for solutions. The best solutions often times, come from the sales person themselves.

In particular, most sales people unde

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

stand what it is that’s not going right and can reach their own conclusions regarding what they need to do in order to improve their results. So the best way to start any corrective

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

action discussion with the sales person is to ask them what are the causes for not achieving your bookings or revenue targets, what is the competitive environment that you’re in, how

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

Professional from academic institutions, pharmaceutical industries, health care indust

much activity is actually being undertaken in order to generate the level of new prospects, qualified deals, and proposals that are going to lead to the sales results that you’re try

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

ing to achieve. Often times, sales people understand the root causes of their own deficiencies, and when given the opportunity, can step up and take ownership and responsibility for

.

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

aking changes in their daily routine, in their approach, in their technique, in their processes in order to fix the problem.

Sales management’s job is to facilitate this and making

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

Companies that provide selfless information through particip

sure that communication is happening that’s going to diagnose the problem as quickly as it’s understood and take corrective action to accelerate sales and improve overall performance

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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