Main Subject - Business

You probably never tell potential clients your real goal in calling them, but you don’t need to. They’re already aware, because we’re all sensitive when the phone rings and it turns out to be someone we don’t know.

In the ol

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

d traditional training, we learned the latest techniques for making a sale. We talk to “prospects” rather than with people. And we “guide” conversations along rather than letting them unfold naturally.

The way we do this som

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

Examples of combination products may in

times might even be called a bit manipulative. After all, we’re relating to another person while holding an ulterior motive of making a sale.

Where does honesty and integrity fit into this scenario? Well, most of us honestly

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

believe in our product or service. But beyond that, we carry a somewhat artificial persona when we’re cold calling. We talk with people for the primary purpose of making a sale, and we’re not really interested in them or thei

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

world.

Doesn’t this make you feel uneasy at times? It does to me.

So let’s discuss some ways we’ve been trained in the traditional sales mindset that feel artificial and dehumanizing, and ways we can overcome them.

1. W

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

Combination pro

intrude upon another person uninvited, with the goal of making a sale. It’s against our nature as human beings to create uncomfortable situations. We have a natural instinct for courtesy and connection It’s usually hard

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

or us as regular people to call uninvited, because on some level it feels discourteous. We can change that by changing our goal. What if our goal is not to make the sale, but to find out if we can help someone? This shift mak

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

s us more relaxed. And it keeps us in harmony with personal integrity.

2. We project ourselves as personable and friendly, while also holding an ulterior motive for securing a sale. There’s an inner conflict with integrity

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

hen we find ourselves using our connections with others for self-gain. So we can bring ourselves back into honesty and truthfulness by shedding ulterior motives entirely.

We do this by focusing on whether we can provide some

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

hing that will benefit another person. We find out if they have a problem we may be able to solve. And if it turns out we can’t help with our product or service, we graciously accept the outcome. By being honest and not play

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

ng a role, we find ourselves really liking what we do. And when our “ulterior motives” are simply non-existent, people are more open to trusting us.

3. When we meet someone new, we immediately talk about ourselves and what

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

Following aspects would a

we have to offer. It’s actually not normal for us to start an interaction by launching into a self-focused monologue. As regular people, this just goes against our grain. Common courtesy dictates that initial conversations be

dd to the challenges in developing combination products:

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

dialogues, not monologues.

In normal conversations we would feel self-absorbed if we primarily talked about ourselves and what we have to offer. Yet in the traditional cold calling situation, it’s an accepted “norm.” We’ve b

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

en trained to read a script, follow a strategy, or give a sales pitch.

This really isn’t the way we’d like to relate to people, but it’s the way we’ve been taught. We can break out of this artificial game of sorts by just b

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

ing ourselves. Integrity and truthfulness means being authentic. We begin cold calling conversations with a natural focus on the other person. We find out their needs, and respond with genuine interest.

4. We “rev up” in an

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

artificial way, hoping to carry the potential client along with us into a sales process. When we “pump ourselves up” with enthusiasm, it feels somewhat fake. It’s not our normal way of being, and it throws us out of integr

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

Professional from academic institutions, pharmaceutical industries, health care indust

ty. And we also appear artificial to potential clients. They become wary of possibly being maneuvered into a sales situation.

If we can navigate a cold calling conversation without such games, people will sense we’re trustw

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

rthy. They react warmly and unhesitatingly to a conversation that feels natural to them, and especially if it revolves around their issues rather than our agenda.

So how do we approach cold calling in the most truthful way?

.

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

e stop being “salespeople” and become human. We engage in an honest dialogue rather than a monologue. We look for ways to help others, and we’re comfortable knowing that our product or service may not be an honest “fit” for t

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

Companies that provide selfless information through particip

em right now. And we stop playing roles, especially the “high enthusiasm” game.

This is what I mean by bringing integrity back into selling. It’s unbelievable just how rewarding both personally and professionally this can be

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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