Main Subject - Business

Traditional telephone selling, telemarketing, telephone soliciting, lead generation, prospecting, appointment setting, or whatever else you want to label it has be

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

en called a “spray-and-pray” communication methodology.

The idea is to spray out a number of features and benefits and hope some of them will “stick.” Sooner or l

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

Examples of combination products may in

ater the listener will hear something he or she likes and can relate to.

As you can imagine, this approach has been criticized as inefficient, ineffective, and an

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

noying, among other things. Who wants to listen passively while someone else dominates the proceedings?

I have been so disappointed in traditional telephone selli

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

ng that I have crafted an entirely different style that I call, "The New Telemarketing™. It creates easygoing conversations with prospects while getting them to co

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

Combination pro

mfortably disclose their wants and needs. It even gets them to close themselves, which is a neat trick.

Still, we can overdo the amount of participation we requir

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

e on the part of buyers and create more problems than we solve. Specifically, we should avoid asking too many questions up-front, particularly during cold calls.

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

People don’t know you well enough to comfortably share their deepest motivations. After all, you could be a competitor that is simply trying to benchmark their cal

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

l handling, for all they know.

A better way of approaching a conversation is to deliver a brief narrative about who you are, why you’re calling, and what you want

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

from the listener.

For example, I’ve been doing a cold calling campaign where I get the right person on the line and say hello, mention my name and title, offer

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

a super-brief explanation of why I’m doing calling them, and then I tell them what I have in mind for us to do together.

As long as this three-to-five sentence sp

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

Following aspects would a

iel is relaxed, informative, and customized to them; in other words, I’ve reached someone that has the power to green-light what I want, I get a generally respectf

dd to the challenges in developing combination products:

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

ul reception.

They’ll take over, asking a question or two, or requesting an email, and we’re on our way to collaborating in the style that "The New Telemarketing™

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

suggests.

But note, to earn the right to have a good, open give-and-take exchange, I have to first VOLUNTEER information, make it attractive, and only then can I

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

expect to spawn participation and a buy-in to the conversation.

I don’t want a 2-way chat too soon, because if I force it, I’ll probably create misunderstanding

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

and the sort of RUSH TO JUDGMENT that results in knee-jerk rejections and objections.

Needless to say, this overture needs to be written exceedingly well and it n

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

Professional from academic institutions, pharmaceutical industries, health care indust

eeds to be utterly succinct.

In my current cold calling campaign, for example, I greet them and then say “I’m Dr. Gary Goodman” and my organizational affiliation.

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

Purposely, I DON’T tell them I’m a consultant to the Fortune 1000, a best-selling author, an international speaker, or a frequent guest and co-host on radio. I j

.

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

ust give them enough to make me CREDIBLE and to justify listening to my story so I can comfortably get to what I am asking from them.

You can’t take too much time

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

Companies that provide selfless information through particip

refining the initial “announcement.” Its purpose it to say, “Now hear this!” and to get folks to want to do just that.

Save the chummy, intimate Q & A for later!

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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Main Subject - Cold Calling Pro Says Don't Ask Questions Too Soon!

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