Main Subject - Business

I was watching a feature film on cable TV, It's a Great Feeling, staring Doris Day and Dennis Morg

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

an. Doris is sitting outside the train station in Los Angeles. Three little Mexican children approach her

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

Examples of combination products may in

with their musical instruments. They offer to play a song for her for ten cents . . . or leave for 15 cen

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

s.

Dennis Morgan happens along and wants to talk with Doris. He tries to shoo the children away. Again,

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

hey offer to play a song for ten cents . . . or leave for a quarter.

I like the sales points this scene

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

Combination pro

llustrates.

The children knew what their services were worth.

They knew what actual services

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

hey were selling.

They knew it was a fluctuating market.

They knew that as soon as the demand c

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

hanged, the prices could change.

They knew demand changed with the customer.

In short, the three Me

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

ican children knew how to tailor a sale. Many people in sales don’t understand that.

There is a complete

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

training series (eight programs on tape or DVD) called The Principles of Sales and Marketing: The Powe

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

of Ethical Selling. This series outlines the principles that should underlie all sales and marketing

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

Following aspects would a

transactions. One of the sales training videos in the series is Tailor the Sale.

“Eac

dd to the challenges in developing combination products:

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

individual has distinct wants and needs. When a salesperson has properly tailored a sale—chosen exactly

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

hich points to stress and which to de-emphasize—the customer feels that the salesperson has taken the tim

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

e to create something that will address his or her particular needs. This program presents concrete metho

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

s that show salespeople how to approach the sale, listen to and assess the customer’s needs, tailor the s

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

Professional from academic institutions, pharmaceutical industries, health care indust

le to the customer, and "read" the customer for his or her reactions.”
– Program description from

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

ailor the Sale

Tailoring the sale starts with knowing your customer and their needs AND

.

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

adjusting your approach.

If a sales person can’t tailor the sale to meet the needs of their customer and

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

Companies that provide selfless information through particip

the market, then that sales person should perhaps take up guitar and learn a few songs . . . I know a few

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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My flight from Miami to Los Angeles the other day was something special. Although the 757 was filled to the gills with passengers, which is a circumstance that makes most flight attendants especially prickly, ours did their best to smile throughout the entire trip and to actually thank customers for their business. Apart from hearing the customary phrase, “Thank you for flying with us,” during the initial announcement, and when leaving the plane, I’ve never heard this reinforcing phrase or anything like it being uttered DURING the trip. One of the flight attendants said, to more than one passenger, “It is nice having you aboard!” When was the last time YOU heard that line? I scanned my memory banks, and I don’t think I’ve heard it uttered once, during a couple of decades of flying quite regularly, says Dr. Gary S. Goodman, top speaker, and frequent expert guest on radio and TV, worldwide.

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