Main Subject - Business

As a salesperson, building the value of your product or service is a very impor

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

tant part of the selling process for two specific reasons. The process helps to reinforce and in

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

Examples of combination products may in

some cases, even establish need or desire in the customer's mind and, equally valuable, it just

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

ifies the price that the seller is asking.

So, the question is, when building value, how far do

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

you go? How much time do you spend? Although the answer is a fairly simple, many salespeople fa

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

Combination pro

il to recognize it.

Many salespeople regularly do not build sufficient value, sufficient intere

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

st or even sufficient excitement for the customer to want to contemplate a purchase. They do not

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

showcase the benefits of ownership of their product or service which is, after all, the

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

foundation of value for the buyer. Then these salespeople wonder why they spend so much

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

time fighting over price, often losing the battle.

Others constantly layer benefit upon benefi

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

t, yet they too fail to obtain the sale. Two extremes, often with the same result. If neither ex

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

Following aspects would a

treme works, where does a master salesperson find success? The secret is in fin

dd to the challenges in developing combination products:

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

ding the balance and understanding this critical statement.

"Once 'need' or 'passi

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

onate desire' is firmly established, the salesperson must build value beyond price in the buyer'

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

mind. Then, price will not be an issue and the purchase will generally occur without any signif

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

icant resistance." In my first example the salesperson doesn't work to build value

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

Professional from academic institutions, pharmaceutical industries, health care indust

through benefits. In the second, the salesperson 'talks' him or herself right through the sale.

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

The key is "asking questions", "listening to&

.

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

quot; and "observing" the customer for signs that sufficient value ha

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

Companies that provide selfless information through particip

s been established. Then, "STOP TALKING" and allow the sale to happen

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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