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Advice You - Features Are The Way NOT To Sell - Benefits Win Business
Customers don't buy features - they buy BENEFITS. A FEATURE is something the product has, or a function it performs. A BENEFIT 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
s what it does for the customer.
Customers buy BENEFITS – so try to to SELL them, because it's BENEFITS that justify expenditur
Customers buy BENEFITS – so try to to SELL them, because it's BENEFITS that justify expenditur
; 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
(of time, money, and effort).
For example: The handle on that mug on your desk is a FEATURE.
The BENEFIT is the ability to e
For example: The handle on that mug on your desk is a FEATURE.
The BENEFIT is the ability to e
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
joy hot coffee without burning your hand.
Sometimes thought to be old fashioned, A&P believe that features and benefits analysi
Sometimes thought to be old fashioned, A&P believe that features and benefits analysi
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
still forms the basis of a sales proposition
When asked, how many salespeople can define the real benefit that a certain featu
When asked, how many salespeople can define the real benefit that a certain featu
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
e or property of their product provides?
The phrase we use to turn a feature into a benefit is ‘Which means’
It works like thi
The phrase we use to turn a feature into a benefit is ‘Which means’
It works like thi
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 coffee mug has a handle on the side
Which means
You don’t burn your fingers when picking up the hot coffee mug
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
owever quite often, when using this simple analysis tool of ‘which means’, the feature of the product is only turned into anothe
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
feature
An example:
The computer has 20 megabytes of storage on its hard disk
Which means
You can store many large
An example:
The computer has 20 megabytes of storage on its hard disk
Which means
You can store many large
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
iles on the computer
This on the face of it might seem to be a benefit, but this benefit statement assumes that the prospective
This on the face of it might seem to be a benefit, but this benefit statement assumes that the prospective
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
customer knows about the problems of file storage on computers.
What is needed here is the salesperson to go to the next stage
What is needed here is the salesperson to go to the next stage
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
nd maybe beyond to describe the real benefit to the prospect.
Maybe something like this:
The computer has 80 megabytes of stor
Maybe something like this:
The computer has 80 megabytes of stor
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
ge on its hard disk
Which means
You can store many large files on the computer
Which means
You don’t have ke
Which means
You can store many large files on the computer
Which means
You don’t have ke
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
p downloading files to other storage devices for archiving
Which means
You don’t have to spend time on the archiving proc
Which means
You don’t have to spend time on the archiving proc
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
ss
Which means
Less time wasted on computer housekeeping
Which means
More time available for profit making b
Which means
Less time wasted on computer housekeeping
Which means
More time available for profit making b
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
siness activities.
The final benefit statement, actually produces a money element into the process, and this could be regarded
The final benefit statement, actually produces a money element into the process, and this could be regarded
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
he only final benefit for business users.
Finally, look at the feature again, and see if there are any other benefits from the
Finally, look at the feature again, and see if there are any other benefits from the
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
eature.
A benefit might be obtained by thinking about the number of storage disks saved, the cost of buying a new PC or hard di
A benefit might be obtained by thinking about the number of storage disks saved, the cost of buying a new PC or hard di
.
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
k if the alternative is a PC with a small disk.
This gives a clue to finding the real benefit of a feature. If you take that fe
This gives a clue to finding the real benefit of a feature. If you take that fe
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
ture away from the product, what problems are have you now got? You will then need to add that feature back to solve the problem
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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