Main Subject - Business

During a sales presentation, one of my colleagues made the statement “if you are telling you ain’t selling.

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

” These wise words started me thinking about selling from an entirely different perspective.

When sales

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

Examples of combination products may in

people stop telling and start listening, they can begin to separate the suspects from the prospects. Dependin

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

g upon your sales cycle (the time from the first contact to the actual closing of the sale), removing wasted t

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

ime is another benefit when changing your approach to double your sales results.

Now that you know you have a

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

Combination pro

prospect (someone who has a need) you can sharpen your listening skills to hear what is not being said

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

. As you ask open ended questions and probe for your prospect to begin to share all of his or her challenges

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

(what some sales experts call pain), you are actually facilitating a dialogue where you are building a relatio

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

nship. During this rapport building conversation, the focus is on the prospect and off your services or produ

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

cts.

As the conversation continues and this may be over the course of several meetings, your goal is t

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

o demonstrate the measurable results that you bring to the table not the products or services that you

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

Following aspects would a

are selling. Remember, there are at least 100 people standing on the same corner, wearing the same clothes an

dd to the challenges in developing combination products:

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

d selling the same “stuff.” So if you take the traditional approach to selling by telling, you are now

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

even more like everyone else.

By changing your belief and focusing on the results that you deliver for

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

your clients, you have made yourself stand out away from the crowd. As the old adage goes, “No one

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

likes to be sold, but everyone loves to buy” works with this new sales belief. Maybe it’s time to listen t

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

Professional from academic institutions, pharmaceutical industries, health care indust

o Madison Avenue from “It’s so clean it squeaks” to “Finger licking good” and start looking at t

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

he results instead of your product or service.

Copyright 2005(c) Leanne Hoagland-Smith, M.S.

This article m

.

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

ay be freely published. Permission to publish this article, electronically or in print, as long as the bylines

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

Companies that provide selfless information through particip

are included, with a live link, and the article is not changed in any way (grammatical corrections accepted).

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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