Main Subject - Business

Feature-function-benefit selling presentations are effective because they work. For the purpose of brevity I will ref

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

er to it as "FFB" in this article. A professional sales training program will include this important technique in 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

e form or another. You may see it referred to by a slightly different name, such as feature-need-benefit or another c

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

osely worded name but no matter the name, it is the same technique.

Here is a simple way to make FFB an integral par

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

t of every sales effort and benefit from it. Let's start by defining each of the terms.

FEATURE

This is the

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

Combination pro

"what is it" part of FFB. Every product or service has unique features that separate it from the competition. If the

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

eature is common to other products the way it is presented will help separate you from your competitor.

FUNCTION<

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

/B>

What does it do? During your presentation this part of FFB gives your customer the opportunity to see how it wor

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

ks. It goes without saying that proficient product knowledge is a must.

BENEFIT

Why should your customer hav

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

it? Here is where you solve a problem, fill a need and re-inforce why your product or service is the right one.

Let

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

's do a simple exercise that puts FFB into action.

Suppose you sell automobiles. In today's world most of them have

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

Following aspects would a

anti-lock brakes as either standard or optional equipment. Now, you are showing your customer the vehicle. You can ei

dd to the challenges in developing combination products:

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

her say:

"This car has anti-lock brakes" or you can use FFB to your advantage and say:

"This vehicle is equipped wi

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

th anti-lock brakes.(The feature) In the event of an emergency braking situation you fully depress the brake p

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

edal to the floor. (The function) The Anti-lock brake system is designed to bring you to a complete and straig

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

t stop without allowing the wheels to skid. This prevents loss of control and avoids sliding off the highway or into

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

Professional from academic institutions, pharmaceutical industries, health care indust

oncoming traffic. (The Benefit)

Here is where many salespeople forget an important step. Always end your FFB

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

presentation with a tie-down or evidence statement. In the above example it would sound like this:

"I think you'll a

.

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

ree that is an important safety feature."

Think of the product or service you sell. As an exercise to become comfort

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

Companies that provide selfless information through particip

able with FFB write down some key features and practice presenting them using this method. It will pay huge dividends

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 - Understanding Feature-Function-Benefit Presentation

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