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Main Subject - Stop Throwing Cans!
Two months ago, I had the pleasure of working with the technical training group for one of my clients. You know these gu
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
ys. They are the techies who teach your customers how to use the software and operate the equipment we sell. They often
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ome along on demos just to make sure we don’t make total fools of ourselves. Unfortunately, too often we fear that they
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ill stray from their role and start talking. Who knows what will happen then!
This group had asked me to teach them how
This group had asked me to teach them how
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
to sell since they not only talk with their own sales people, but their customers are usually resellers and interested i
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
sales, too. They believed that if they understood a little about sales, they would be able to do a better job helping s
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
ales people use their information as a tool to make more sales. They wanted to talk their language.
What a concept!
What a concept!
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
I talked with them on a teleconference today and I’m happy to report that they are doing great, except for one issue. T
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
e techies showed the sales people how to find customers for each product. They tied all the features and benefits into c
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
stomer value points. They even showed the sales people how to do a demo that closes a sale. Bravo!
Then came the big qu
Then came the big qu
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
stion…
Tim said that some sales people consistently asked him to reduce each offering down to one sentence or ‘elev
Tim said that some sales people consistently asked him to reduce each offering down to one sentence or ‘elev
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ator speech’. They wanted canned lines for everything. He came back a little frustrated with these individuals, and I do
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
’t blame him. I had taught them a consultative approach. One that was based on questions and intelligent responses that
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
onnected with the prospect, not canned pitches that require little thought or probing.
What would you say to a prospect
What would you say to a prospect
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
who asked you, “What can that do for me?” Would you throw out a litany of canned feature and benefit statements, hoping
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
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
hat one or two would hit the mark? Or would you say, “I don’t know. Tell me a little about your needs and I’ll tell you
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
how this might fit in your situation”?
Selling does not have to be complicated, but it does take some effort. Let’s can
Selling does not have to be complicated, but it does take some effort. Let’s can
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
the canned responses and make the effort to connect with every prospect through knowing their needs.
Ps: Respect your t
Ps: Respect your t
.
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
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
chnical support team. They just might be the best sales tool you have.
You might also be interested in my article, "20
You might also be interested in my article, "20
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
uestions That Uncover Your Value". To get a free copy, simply email article17@waterhousegroup.com.
Happy Selling,
Stev
Happy Selling,
Stev
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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