Main Subject - Business

I get these calls from time to time. . ."Can you make me a brochure?" Many business owners have been sold on the notion that they need a tri-fold brochure or they are not in business. Forget it...everybody's got one and no one uses it

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

.

Your potential clients need an education. They need to know how you are different. (The typical tri-fold brochure simply confirms that you are the same.)

Every small business should create the following pieces of information and f

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

Examples of combination products may in

rmat them in a way that allows them be printed inexpensively and updated often. I like to call this approach, the Marketing Kit. Your marketing kit starts with several professionally printed pieces that are the framework for up to 10

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

or 12 different educational documents. The core components are:

1. A pocket folder - A multi-use workhorse, this piece alone, if designed well, can send the message that you are in business to stay. (This one will cost a little but i

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

has many uses)

2. A marketing template - This should be a professionally printed piece that carries your logo and contact information but is different than your letterhead. This is the base piece then for the following pages that in

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

Combination pro

ert into your pocket folder. Your actual marketing files can be MSWord type documents that are laser printed. This gives you the ability to change and update your content and also allows you to tailor your marketing kit content to spe

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

cific prospects.

Some combination of the following pages should be created for your marketing kit.

The Difference Page - Hit them with how you are different and shower them with benefits of doing business with you. Don't tell them w

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 you do. I like to keep this one to the top 3 or 4 things that you do that your target market will value. Think benefits that are unique

A list of products and services - Okay, now tell them what you do or what you offer, but make

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

ure do it the context of how they can benefit from your products or services.

Case Studies - Pick representative clients or industries and outline how your product or service solved someone else's challenge. People learn in different

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

ways and case studies allow them to see themselves getting relief. I think this format works well. State the situation, the problem, your solution, the result. Over time you can collect more and more of these and draw upon the ones t

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

at fit an industry or problem that in relevant to your prospect.

Testimonials - Get quotes from real live clients and create a page titled - "See what others have to say about us." These quotes can be some of the strongest selling to

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

Following aspects would a

ls you have. New technologies make it easy to create audio and video testimonials too.

Process Description - Show them how you do what you do. Create detailed checklist and flow charts that show them how you keep your promise. In man

dd to the challenges in developing combination products:

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

y cases you have these anyway but by making them part of your marketing you can demonstrate how much more professional your organization is. These also help you justify why you charge a premium for your services. Many people underesti

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

ate how much really goes into delivering a quality product or service. So show them.

Your Story - Many companies have interesting or even gut wrenching histories. Tell them your story in an open, honest, and entertaining way and you

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

ill win their hearts as well as their heads.

FAQs - Compile a list of the questions your prospects and clients ask most often (don't forget the ones they never ask, but should) and answer them for this page.

Ideal Client Description

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

- In some cases, a page that describes the type of person or business that you can help the most can allow a prospect to select or deselect themselves.

There are other pages that may or may not make sense for your particular busines

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

Professional from academic institutions, pharmaceutical industries, health care indust

situation and the kit can and should be constantly grown and updated as you gather more clients and refine your core messages.

After you complete your kit, you may wonder if anyone will actually read all of that information. The ans

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

er is probably not everyone, but many will skim and find what they were looking for as people learn in many different ways. You kit allows them to read the same message, essentially, packaged in a number of formats.

All of the above

.

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

pieces can, in many cases, be word processed files that are laser printed onto the template I described above.

This format allow for very inexpensive printing and a great deal of flexibility when you need to update, change or even pe

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

Companies that provide selfless information through particip

sonalize your marketing materials.

Your marketing kit is not meant to be used as something your send out to a list of suspects, it is your lead conversion tool to be used ahead of or after a lead or referral asks for more information

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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I don't want to put you off becoming a pro, but there are a few things you should ask yourself. Firstly is it worth it? Can you push yourself to the extreme and still be courteous to customers who are having a bad day while you are having one yourself. If you can be understanding and kind while you yourself are feeling like hell then tick yourself one box. I found that serving time as a sales assistant helped me a lot in this regard.

One of the most powerful ways to improve business processes is combining business process management (BPM) strategies with Six Sigma strategies. BPM strategies emphasize process improvements and automation to drive performance, while Six Sigma uses statistical analysis to drive quality improvements. The two strategies are not mutually exclusive, however, and many companies have discovered that combining BPM and Six Sigma can create dramatic results.

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