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It's often been said, "You can't be all things to all people." So I accept the fact that as a speaker, trainer, coach or consultant, you can't offer every service or topic that your clients may want or need. But you need to get as close as

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

possible if you want to gain as much as possible from that relationship and ensure an easier road to referrals!

The toughest part about the human development industry is FINDING a CLIENT. Providing that client with whatever service they wa

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

Examples of combination products may in

ted is the EASY part - the FUN part! So once you have gained a client, you need to keep your involvement with them purposeful and profitable. That means you must be prepared to offer them a comprehensive and coordinated menu of programs an

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

d services.

You must ALWAYS have something your clients want to buy.

But in all of the years we've been advising professionals, we've heard countless stories of speakers who captivate an audience with a 60-minute keynote, but don't have an

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

longer, more in-depth training to offer. We've worked with trainers who don't offer coaching - and coaches who don't offer training. And consultants who are great working on a project with a few people but are terrified to step up on stag

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

Combination pro

and speak!

Some of the gaps may very well be by choice - but, for the most part, professionals in our industry simply don't SEE what they're missing. In fact, of all of the speakers, trainers, coaches and consultants we've worked with, t

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

he average score they gave when asked how big of a problem gaps in programs and services are to them, was just 2.4 on a 10-point scale. Yet when they completed an inventory of what they have to offer their clients, 100% of them determined t

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

at were, in fact,

missing something that could have been an additional source of revenue for them.

So many people in our industry are in a serious rut. They're teaching the same material and using the same techniques as they have been for

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

years - and many of them are teaching concepts and using tools that existed years, generations, centuries … even millennia before they were born. That's not to suggest that there aren't topics and approaches that are truly timeless - but st

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

ep into the confessional here for a moment and recognize what a bunch of recyclers we've become.

That rut has stopped the progress of many of our peers - and most certainly slowed the progress of many of their clients.

Here's a quick overv

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

ew of the "Five Gaps in Programs & Services." Answer each of the questions asked - and then answer the BIG QUESTION:

1) Alignment Gaps

a) Do the programs and services you offer your clients continue to meet their needs year after year?

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

Following aspects would a

) Have most of your clients used your services every year since you first met them - or were they interested and involved for a period of time, but have since moved on?

c) Is it time for you to realign yourself to the realities of the world

dd to the challenges in developing combination products:

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

in which your prospects and clients live and work - and revitalize the substance and value of what you

have to offer?

2) Topic Gaps

a) Are you offering topics that have been specifically requested by your prospects and clients or do you

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

ind yourself selling them on a subject you feel strongly about but wasn't requested by them?

b) When the economy takes a downward turn, would the average decision maker you work with consider what you offer to be mission-critical or mission

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

optional?

c) What percentage of the content you cover existed before you were born - and how much of it is unique to you?

3) Format Gaps

a) Are the programs and services you provide pre-mapped to relatively pre-set timeframes - or do you

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

custom construct a solution for each client?

b) Do you have sufficient content to fill programs ranging from a simple keynote address to a multi-week workshop?

c) If your clients preferred to deliver the program themselves, are you able to

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

Professional from academic institutions, pharmaceutical industries, health care indust

certify them to do so?

4) Service Gaps

a) To what degree have you integrated pre-training consulting and post-training coaching into your standard offerings?

b) What instruments and assessments do you routinely suggest to your clients?

c

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

Are the instruments you use unique to your practice or are they commonly found among all your peers?

5) Support Gaps

a) What do you routinely provide your clients in terms of follow up reinforcement?

b) How often do your clients ask you

.

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

how you ensure the long term benefits of the program you conducted?

c) What percentage of your clients do NOT take advantage of your suggestions?

So now for the BIG question: "How many gaps do YOU have in your programs and services and how

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

Companies that provide selfless information through particip

much revenue has that cost you?"

Of course, these are but a few of the questions you need to routinely ask yourself to keep your programs and services up-to-date, state-of-the-art and in great demand by your existing and prospective clients

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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In business, it's important that you're able to convey to your prospects who you are. Letting your customers know about you is one way of enhancing your corporate identity. Corporate identity is the image you project to your customers. This is enhanced using marketing materials such as letterhead, business cards, catalogs, logos and many others.

Many companies view their customer service function as a way to reduce costs. Big mistake. Your customer service department can add huge profits to your bottom line.

We are right in the middle of the winter season. Everywhere it's snowy and cold. People remain confined to their homes or offices wearing their favorite sweater and other woolen accessories to stay warm through out the day. Some prefer bonfire which is kindled in their garden or even in the confines of the living room.

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Digg It - How Speakers, Trainers, Coaches And Consultants Lose Money

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