Cases - Business

If you went to see your doctor, and he mentioned a particular over the counter drug to you, or a particular type of food that was healthy, chances are, you wo

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

uld listen to this advice, than go out and buy the product.

Why is it that when a doctor recommends a product, people buy it without any hesitation, without

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

Examples of combination products may in

talking it over with their spouse, and without asking any questions.

The main reason being, people respect and trust their doctors, they see them as experts

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

on medical topics, even though they are not authorities on every subject.

The relationship between a doctor and patient is built on trust and developed over

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

time, therefore a doctor doesn’t have to sell anything, he simply has to recommend things, and people will buy.

Unfortunately, for sales people, it just isn’

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

Combination pro

t that easy. Here are a few ways you can begin to command the respect of your customers so that they will see you as an authority on the products you sell.

1

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

. Gaining trust

Work at getting your customer to trust you. This can be hard in the beginning because you and your customer are meeting for the very first ti

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

me. Start out by getting to know your customer, look for things that you might have in common. Let them know that building a relationship with them is more im

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

portant to you than the products you sell.

Listen carefully to them and explain anything and everything in plain English so that they will understand. Don’t

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

be pushy, let them go at their own pace, but keep the conversation going. The more time you spend with your customer, the better, because by spending time wit

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

h them, they will get know you better. When they get to know you better, they begin to trust you.

2. Product knowledge

Know your products, study them inside

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

Following aspects would a

and out. Your customer is going to want to know what your product can do for them, how it will make their lives easier, and how it can save them money. They

dd to the challenges in developing combination products:

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

are not concerned about your weekly or monthly goals.

If a customer wants to know something about your product, you want to be prepared to answer, so study y

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

our products. Would you buy a product from someone who didn’t know anything about the product, I wouldn’t.

3. Be accessible

Always be available to your cust

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

omer, give them your cellular phone number as well as your office phone number. By giving them your cell number you have just taken your first step to persona

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

lizing your business relationship. Make your customer understand that you are available to answer any questions they may have, or to discuss any concerns they

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

Professional from academic institutions, pharmaceutical industries, health care indust

may have.

Keep in mind, by having them become comfortable calling you, you are giving yourself an opportunity to up sell every time they call you. Or you ca

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

n just simply make them aware of any new products you have, or any new promotions going on.

Remember, building relationships is about trust. If your customer

.

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

s trust you, than they will do business with you. If your customer likes you and trusts you, they will most likely refer their family and friends to you.

Mak

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

Companies that provide selfless information through particip

e it a personal goal to get to a point in the relationships you have with your customers to recommend them your products as opposed to selling them. Good luck

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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