Advice You - Business

According to that oft-quoted compendium of bizarre statistics, The Book of Lists, people rank their fear of public speaki

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

ng higher than their fear of death.

The Book of Lists missed an opportunity because it didn’t have people rank their fea

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

Examples of combination products may in

of writing. Granted, it’s less obvious and not nearly as traumatic as having to deliver a speech, but still, a lot of fo

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

lks suffer from it.

You can see it in the stiffness of their emails and the stodgy formality of their memos and business

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

letters. It also creeps into their selling scripts.

If you ask most salespeople whether they want to use a call script,

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

Combination pro

hey’ll say no, and one of the reasons they’ll cite is that it sounds canned. In a different article, I’ve discussed how t

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

o bring a script to life through nuances of vocal delivery.

But let me point out that poor delivery is only one reason t

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

at scripts sound canned. A more significant reason is that they’re very, very poorly written.

They’re not conversational

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

because they are writings, primarily, and not “talkings.” Most people who compose sales scripts don’t capture the sound 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 real talk.

For example, I’ve drafted numerous sales and customer service scripts and I’ll seed them with words and phr

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

ses that say, “I’m speaking to you, off the cuff—-this is the real me you’re communicating with!”

Let’s say you need a s

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

Following aspects would a

ript to help complaining customers with a buggy software program. You can listen to their complaint and respond, “I’m sor

dd to the challenges in developing combination products:

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

ry that happened.”

It’s not bad, but it can be “conversationalized.”

Instead, try, “Gee, I’m sorry that happened.”

“Ge

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

” communicates many things. First, it implies that this is a surprise, that your software program isn’t known for screwin

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

-up. Your credibility is preserved.

Second, “Gee” says I’m being spontaneous, a real person.

In the law, we’d call this

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

an “excited utterance,” and judges give it special significance because it is blurted out without thought. It’s a window

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

Professional from academic institutions, pharmaceutical industries, health care indust

into the person’s genuine feelings and thoughts.

“Gee” actually says, “I’m not scripted!”

Therefore, scripting it is th

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

t much more powerful.

I’m just offering this as one example of how you can make your sales scripts sound genuine, while

.

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

avoiding the perception that they’re canned.

There are many other ways, and if you give it thought, you can generate you

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

Companies that provide selfless information through particip

own. The real secret is identifying how real talk sounds, and then putting that, imperfections and all, down on the page

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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Are you working too hard? And, if so, is it because you see a direct correlation between career, and entrepreneurial success, or is it because you have no time to do things like cooking, cleaning, childcare, repairs or maintenance? Do you see it that you need to work that much longer or harder to get that much more money to pay for these services-as-necessities?

There are many different career paths in the dental field today. Choices include a wide range of positions, such as: hygienist, assisting, and lab technician. Yet perhaps no other career in the dental profession is more accessible and exciting than that of the office manager.

Many people believe you need to learn fancy techniques to make great presentations. But as Graham Jones demonstrates you only need to be yourself to get your message across well.

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