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I had a sales and marketing coach tell me one time that asking someone to buy from you the first time you meet them is like going

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

on a blind date and asking the person to marry you! Her words really hit home; it was something I knew but putting it in this co

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

Examples of combination products may in

ntext made the lesson memorable. How many times have you met someone and immediately tried to sell them on your products or oppor

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

tunity? If this is a practice of yours, what type of results are you seeing?

If you think about sales (in any form) as building

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

long-term relationships through trst, it takes away the “need” to make an immediate sale. So how do you build trust? Just as some

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

Combination pro

one on a blind date would go through several stages (dates) before making a commitment, so goes the effective sales process.

Her

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

e’s one example of stages to build trust:
1. Initial contact –ask person if they would be willing to sample product

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

2. Second contact - ask for feedback on the product; thank them for their input and ask if you can put them on your email list f

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

or product specials
3. Third contact – send email a few days later with special offer
4. Fourth contact – call and a

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

sk for the order
5. Fifth contact – follow-up in a week to see how they are enjoying the products
6. Sixth contact

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

check back in two weeks, ask for reorder and suggest client purchase additional products
7. Seventh contact – when it’s ti

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

Following aspects would a

me for a reorder, call and show client ways to purchase product at a discount
8. Eight contact – the following month show c

dd to the challenges in developing combination products:

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

lient how to get product for free by selling to family and friends

As you can see, this process can take several months to m

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

ove someone from a stranger to a team member. Think about any business or personal relationships that you've formed. How long did

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

it take for you to build up trust to the point of being willing to open up your heart or your wallet ?

Not everyone will move f

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

rom being a client to joining your team. That’s okay - because personal sales are the basis of the business. All top salespeople

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

Professional from academic institutions, pharmaceutical industries, health care indust

create long-term relationships with their clients and sell to them repeatedly. And long-term clients are great referral resources

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

!

You’re in this business for the long-term, right? What stages or steps do you need to establish to build trust and create rela

.

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

tionships that last?

If you want more detailed recruiting and trust building tips be sure to look at our e-book (Secrets to R

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

Companies that provide selfless information through particip

ecruiting!) or sign up for our free monthly newsletter.(See links below)

Vicki Miller CUCG, PCC / Copyright March 2007

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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