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Main Subject - Customer Relationships: Are You Boiling the Frog?
Against my better judgment, I spent this past Sunday morning working in the yard. With the heat wave bringing temperatures into th
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
e upper 90’s by mid-morning, I knew I couldn’t start in the afternoon like I normally do.
So I got up early and started m
So I got up early and started m
; 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
owing the lawn around 7:30, while it was still just lukewarm outside. One project turned into another, and before I knew it, I was
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
on a roll.
When my wife finally came out to check on me at 11:00, I was drenched in sweat, a little redder in the face,
When my wife finally came out to check on me at 11:00, I was drenched in sweat, a little redder in the face,
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
nd it was hotter than blazes in the shade.
Oddly enough, I was so wrapped up in what I was doing that I hadn't really not
Oddly enough, I was so wrapped up in what I was doing that I hadn't really not
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
iced the temperature creep up nearly 25 degrees during the morning.
If I had waited all morning to get started, the shock
If I had waited all morning to get started, the shock
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
of the heat would have sent me straight back inside. As it was, my body had simply acclimated.
This got me to thinking a
This got me to thinking a
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
bout the legend of the boiling frog. Perhaps you’ve heard of it before.
Rich Froggy, Poor Froggy
The idea
Rich Froggy, Poor Froggy
The idea
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
is that if you place a frog in a boiling kettle of water, it’ll hop right out. But if you place the frog in there while the water
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
is cool, and gradually turn up the heat, it won’t notice the change until it’s too late. It'll just acclimate and then, well, croa
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
k.
OK, it’s a little morbid. But in the context of marketing communications, it’s a very important concept.
When
OK, it’s a little morbid. But in the context of marketing communications, it’s a very important concept.
When
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
you get new prospects, you probably don’t want to hit them over the head with an immediate sales pitch. That’s like throwing a fr
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
g in boiling water. Chances are much higher that they will put their guard up and retreat for safety.
How to Avoid Thi
How to Avoid Thi
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
s
Instead, use effective marketing communications to gradually turn up the heat. Pardon the pun, but they usually nee
Instead, use effective marketing communications to gradually turn up the heat. Pardon the pun, but they usually nee
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
d to warm up to you before you ask them to part with their money.
Remember, marketing and sales are about relationships.
Remember, marketing and sales are about relationships.
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
People do business with people they like, know, and trust. And these types of relationships take time to build. It’s a process.
Let your prospects get to know you, your company, and your products or services. Give them valuable information at no charge.
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
Let your prospects get to know you, your company, and your products or services. Give them valuable information at no charge.
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
Establish a bond. And get to know them as they get to know you.
When the time comes to make your pitch and start selling
When the time comes to make your pitch and start selling
.
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
to them, they will be much more receptive and open to what you have to offer. And even if they knew they wanted it in the first pl
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
ace, they’ll be more likely to buy it specifically from you.
© 2006 by R. Cory Fossum. All rights reserved.
© 2006 by R. Cory Fossum. All rights reserved.
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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