Cases - Business

If your organization has field sales personnel spread across the country or across the globe, it’s very important that you provide them with the time

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

, attention, and management that is required in order to make them effective. We see lots of organizations that hire expensive field sales personne

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

Examples of combination products may in

only to leave them to their own devices and provide them with little supervision, guidance, mentoring, or coaching. This is a serious mistake.

Her

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

are some suggested things that you can think about in order to effectively manage your remotely-based sales people.

First of all, plan to spend reg

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

ular time in their territory visiting customers with them. If you are not the person to do this directly, make sure that you have a sales manager or

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

Combination pro

other members of your management team who can do this. A good sales person, no matter how senior, should have someone from the head office or from m

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

nagement visiting customers at least once every quarter.

Second of all, schedule regular sales meetings in order to bring your field sales people to

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

gether. I suggest at least once a quarter if not once a month. This will give you the opportunity to train them, stay in touch with them, work thro

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

gh problems or issues with them, and provide an active level of supervision and engagement to them that helps them to be more successful. We see man

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

companies cutting their sales meeting budgets trying to improve their overall expenses in sales and marketing, but sometimes when it comes to cuttin

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

sales meetings this can really mean that they’re being penny wise and pound foolish.

Third, make sure that you schedule regular conference calls an

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

Following aspects would a

d telephone calls with your sales people to get updates. I suggest as a sales manager that if you’re not talking to your field sales people at least

dd to the challenges in developing combination products:

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

every few days if not every week, then you’re really not doing your job. Sales people need to have active communication with their supervisors. Som

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

companies leave these people to their own devices and it just doesn’t make sense.

Fourth, make sure you get yourself a good CRM system that gives y

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

ou the opportunity to measure and monitor the activity and the performance of your sales people from remote locations. I suggest salesforce.com but

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

here are lots of online web-based CRM tools today that can easily allow you to see what your sales people are doing and how they’re spending their da

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

Professional from academic institutions, pharmaceutical industries, health care indust

s in real time.

Fifth, make sure that you just take an active interest in building a relationship with each of your field sales personnel. If you’r

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

e going to hire these expensive people you simply cannot afford to neglect them. Yet I see many companies who deploy sales personnel and simply leav

.

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

them alone. This isn’t a good idea.

So if you’re thinking about how to improve your field sales performance, start with these ideas that I’ve give

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

Companies that provide selfless information through particip

you. They make a lot of sense and experience has shown that they can greatly boost the productivity, motivation, and the sales results of your team

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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