Main Subject - Business

Have you ever witnessed a terrible sales presentation? I remember one which was so bad I couldn't look, it was so

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

embarrassing.

James had gone to a lot of expense to travel to another city with his team and rent a meeting roo

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

Examples of combination products may in

. It was critical that the presentation was a success, because he was looking for half a million dollars of finan

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

cing from investors.

At 10:00 am the room was full and James walked up to the front. 'Thanks for making it here

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

oday, everybody. We've got something exciting to show you.'

Then he clicked on his laptop and . . . nothing. Cli

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

Combination pro

ked again . . . still nothing.

'Just a second folks, we've got a little technical hitch'.

Five minutes later, w

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

hen neither James nor his technician could get anything showing on the projector screen, he decided to try and ju

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

t describe with words what his concept was about and why the investors should put their money into it.

But he ha

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

dn't got a script, it was all in the laptop and ½ an hour later, the room cleared. It was over, an utter f

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

ilure.

That might be an extreme example, but here is a simple and effective structure you can always use to make

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

a strong presentation. It's easy to remember, PPP and Call to Action.

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

Following aspects would a

Problem - Describe a problem that the customer has that you can supply a good solution to. Choose someth

dd to the challenges in developing combination products:

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

ng relevant to the customer and the industry he or she is in, as the problem, of course. Ideally an issue which i

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

s expensive / time-consuming / frustrating or a combination of all of these.

Promise - Make a P

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

omise. 'Our product (or service) can fix that problem'.

Proof - Don't just make an unsupported

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

laim, supply some convincing evidence. 'Look at the results that customers are getting using the product'.

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

Professional from academic institutions, pharmaceutical industries, health care indust

ng>Call to Action - 'This is what you have to do now to get things moving ' - and invite the prospect to

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

have a demonstration, book a test drive, place an order, as appropriate for your situation. The call to action mu

.

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

st achieve a degree of commitment by the customer, so that he or she is moving closer to purchasing.

Memorize th

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

Companies that provide selfless information through particip

s simple formula and you will find that having a structure makes any sales presentation easier and more effective

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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Most meetings burn up resources that could be spent on useful purposes. These sessions are either not necessary, or they are so poorly organized and conducted that they achieve only a fraction of their purpose...

You can make your point more powerfully by creating a case study, a specially constructed story that puts the reader or listener in the shoes of a decision maker.

You cannot make an important amount of money just moving fingers. You cannot built a profitable business without working many nights.You need hard work, good luck and inspiration, but the truth is you cannot achieve good results without having a plan, because the key to the success in any venture is the effective marketing.

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