Main Subject - Business

The dramatization, or showmanship, in your sales presentation allows you to appeal to as many of the client’s senses as possible. The more of his senses you can involve the more impact your product will hav

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. Ask him to handle it, feel it, use it, if appropriate taste it, smell it or listen to it. Taste, touch, smell, looking involve the emotions. Build into your demonstration every opportunity for your c

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

Examples of combination products may in

ient to become physically and emotionally involved with your product or service. While he is engaged with your product you can observe him and watch for signs of emotion, signs that he is believing, disbeli

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

ving, accepting or rejecting, the things you have said.

Remember only one third of what we hear is absorbed. The more senses we use in the learning process, the more information registers in the mind. Cons

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

quently the more you can use visual aids, the closer you will bring your client to the product. The elements, which make up showmanship are, Interest, Drama, Emotion, Excitement and Action.

Remember it’s

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

Combination pro

your dramatic presentation that earns you the money that will make your life a success. Take time to study your approach, your opening of the sale, the way you present the benefits, backed up by the feature

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

s of the product, the way you anticipate possible objections and how you counter them, and then how you close the sale. The Success Formula.

Initially I was taught to construct the sale around the word “

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

DEA” I = Interest: D = Desire: E = Enthusiasm: A = Action. Interest it is created by identifying a problem or a need that the client might have. Desire is stimulated by introducing your product as a

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

olution to the problem. Enthusiasm is built up by emphasising the benefits your product will bring him through the features of the product.

Action is engaged in by making it easy to buy using your closin

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

questions. EG: would you like the red version or would you prefer blue? Would you like to pay now or on delivery? This structure of a presentation worked well for me a number of years, until I learned of

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

a new and better formula. This has since proved to be a far superior way of structuring a sale. The formula is DIPADA.

If you learn this structure and apply it, your presentations will flow more naturall

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

Following aspects would a

y to a close... D = Disturb: I = Interest: P = Proof: A = Acceptance: D = Desire: A = Action. D = Disturb your client by pointing out his need or his problem. It's often the case that he is not

dd to the challenges in developing combination products:

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

ware that he has a problem. I = Interest him in the product by introducing it is as a solution to this problem. P= Prove that your product will be the ideal solution, get him to accept and agree that th

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

product fits his need.

Proof and acceptance go together, Proof can also be provided by third-party testimonials or referrals to other satisfied users (especially if they are in the same line of business a

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

himself.) A = Acceptance of the proof you give him is important, if he doesn't accept the proof that your product or service will satisfy his need he won't buy it. D = Desire is built by emphasising th

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

benefits of owning your product which arise from its features. These might include the quality, price, safety, service or the guarantee, particularly those things that you notice have caught his attention.

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

Professional from academic institutions, pharmaceutical industries, health care indust

A = Action must be the close of the sale. This you can do at any point in the presentation by the use of trial closes.

To test whether the client is ready to buy you can ask closing questions: “What col

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

ur would you prefer?” -- “Would you like the standard model or would the deluxe suit you better?" I used DIPADA to build up every kind of presentation I have made ever since. I even used it to construct s

.

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

les letters. I have found the Proof and Acceptance area is the point at which you can introduce the common or standard objections yourself. When volunteered and dealt with in this way they disarm the client

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

Companies that provide selfless information through particip

which makes for a smooth flow through your presentation. By the end of your presentation the client is willing to buy and doesn't feel as though he has been sold. It becomes a purchase rather than a sale

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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