Advice You - Business

All pumped up to attend that upcoming sales training workshop? Maybe a little anxious as it's been a while since you took a course. Expecting good things for the coin you are shelling out as the company isn't paying the frei

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

ght this time around. Perhaps a tad concerned how well you will do, or how tough the content might be to master. Will it be better than the last sales training workshop you attended? Bottom line - will you improve your sales

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

Examples of combination products may in

success upon completion?

These are common anxieties. You have every reason to wonder about effectiveness. It is not just the financial commitment you or your company is making; it is the time investment as well.

I've alwa

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

ys looked at sale training as an opportunity. I'd be surprised if you didn't learn something new, or at worst, a forgotten past learning is dusted off and put back in the arsenal. There is the advantage of benefiting from

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

the knowledge of others in the class; some may be more experienced, or more successful. What makes them so?

You no doubt are aware there is a plethora of sales training programs in the market place today. You can attend in

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

Combination pro

person, participate interactively on the web, and work with a CD or workbook. With so many options out there designed to appeal to your preferred learning style, why do so many sales training programs fail?

In most cases,

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 course content is adequate to very good. I cannot recall ever having a facilitator that was not top notch in presenting the material. The facilities are generally not the culprit. So why do so many sales folks think ba

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

ck on training they have taken and question the return on their investment?

In most cases, the shortcoming of the program may not be just the program. Let me explain. Any learning on any topic can only have impact when put

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

into practice immediately after the training has taken place. This is especially true where the learning requires behavioral change. If you don't practice what you have learned, as awkward as it might feel at first, the long

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

er you go, the less value you will receive.

For a number of years I taught one of the leading programs on the market, many will know it. It started at Xerox and has moved about since. The content, structure, and learning me

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

thodologies were, and remain, excellent. It was the first sales training program based on extensive empirical research. With literally hundreds of thousands having taken the program, why did they all not turn out as effecti

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

Following aspects would a

ve as the three in the video?

Regrettably, what happens is we get back to the day-to-day sales environment. We know the pressure to produce; the emphasis to close business, with the stark realization, that failure to do so

dd to the challenges in developing combination products:

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

may result in not being paid.

We get to our first appointment and forget to properly structure our opening remarks and establish the agenda. The first "concern" comes up and we can identify it as a misunderstanding, but wha

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

t were those steps on how to respond? If only I could play that video back in my head, or visualize the wall chart at this very moment.

The sad reality is that after many sales training programs, there is a lack of reinforc

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

ement and coaching necessary to become proficient. The classroom or the video or workbook is just the beginning. We have all heard, "practice makes perfect", well there is a lot of truth to this saying. If there were only o

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

ne thing you could do to avoid the pitfalls of training this would top of the list.

What can you do to ensure greater sales success and avoid "failing"? You could buddy up with someone who took the same course and practice

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

Professional from academic institutions, pharmaceutical industries, health care indust

together to re-enforce the acquired skills. You could set up weekly reviews, or drills, with your Sales Manager or Training Manager to re-visit the material until it becomes second nature? You could commit to a weekly review

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

of one element of the training program you attended. If you are in a corporate environment, you might suggest you have a formal annual refresher program to hone your skills and discover nuances of the program you took.

Is

.

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

it possible to obtain a better return on training programs? Absolutely. Looking beyond the training "event" to the recurring sales coaching and practice sessions is critical to leveraging the initial investment. After the sa

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

Companies that provide selfless information through particip

les training program, the real work begins. Changing techniques, modifying behavior and habits, being open to trying your new learnings, will all contribute to you becoming a more productive and efficient sales professional.

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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