Main Subject - Business

A while back the headlight switch on our minivan quit working, so early one Saturday morning we took it to the neighborhood repair shop that has been mailing postcards to us the past three years

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

. They said it would take 90 minutes to check things out.

Three hours later we call: still haven’t gotten to it, but it’s up next. Two hours after that we call again: he’s looking at it right n

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

Examples of combination products may in

w. Three more hours, another call: yep, it’s broken, but we can’t get the part until Monday. We decide to pick it up for the remainder of the weekend, arriving there as instructed 10 hours after

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

this ordeal began: Sorry, we haven’t had a chance to put it back together. Another trip two hours later completes a very frustrating day.

Following up is one of the biggest challenges many bus

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

nesses face. You see it when dealing with some vendors, working with some clients/customers or just trying to get an update on a car repair. When it comes to your marketing efforts, it’s essenti

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

Combination pro

al to have a follow-up system in place, so you convert prospects into buyers.

Success Handler Action: With your team, develop a checklist of the steps you will take once you grab a prospect’s a

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

tention. For example, assume that as a result of reading your monthly E-newsletter a prospect sends you an e-mail asking for more information. The follow-up system you create for your small busi

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

ness might look like this:

Name: John Reed
Company: Reed Mortgage
Marketing responded to: E-Newsletter
Initial contact date: February 5, 2004

X Respond by e-mail immediately wit

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

thank you for contacting us

X Visit website to learn more about their company

_ Send PDF of “Services” brochure

_ Mail personal letter explaining how we work with others in their industry

_

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

Make follow-up phone call three days later to ask if they have any questions

_ Schedule meeting appointment and mark on calendar

_ Send hand-written thank you note letting them know we look f

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

rward to working together

Have you ever considered what prospects do when they receive a marketing message from you that makes them realize you might be able to help them? Whether it’s a direct

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

Following aspects would a

mail piece, conversation at a networking event, or receiving a recommendation from a mutual friend, what do prospects do once you grab their attention?

Success Handler Action: With your team, c

dd to the challenges in developing combination products:

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

reate some “in-motion” scenarios that depict how prospects respond to you. Think about when they call, respond by e-mail, send in a reply card, or walk into your small business. Visualization, r

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

le-playing and writing down different scenarios will help you see things from their perspective. Walking through the steps prospects are likely to take will prepare everyone for handling contact

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

s.

Here are some things to consider when analyzing how prospects respond:

• Which message did they receive? Why did it catch their attention?

• What are they thinking about your company?

• W

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

at do they need from you? Why do they need it? What other options do they have?

• What is the first step they will take? What are subsequent steps?

Tracking and follow-up activities may appear

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

Professional from academic institutions, pharmaceutical industries, health care indust

to be time-consuming, but the more they become habit the easier they are to fulfill. It’s essential to have a follow-up program in place, lest your marketing efforts and dollars go to waste. Th

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

worst thing that can happen is to drive a prospect to make contact with you, then fail to follow up with her. That breaks the trust expectations of your relationship, making it extremely diffic

.

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

ult to convince them to believe any further marketing messages they receive from you, or to make the leap to doing business with you.

By the way, it took two more trips back to the auto repair

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

Companies that provide selfless information through particip

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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You went out of your way to make sure that the interview went well, and probably did your homework on the company before going in for that first interview. Now using a job acceptance letter will be a capstone on all your work, and perfect the positive professional image you’ve tried to convey throughout the job search and hiring process.

Put positive emotion and a personal touch in your service recovery efforts. Customers will remember and cherish you forever.

Fundraising letter templates are a mistake. They insult donors. They mislead fundraisers. And they don’t work. You cannot generate sustainable income, build relationships and retain loyal donors by mailing fill-in-the-blanks letters. Here are some sound reasons for avoiding boilerplate appeals.

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