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Now that you've cultivated a loving relationship with your reporter, gotten published, and generated awareness, how do you convert all those extra website hits and phone calls into sales?

There

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

are right ways and wrong ways.

The wrong way is relying on your product's features to convert leads. It's tempting, we know. You've labored mightily to create a work of Staggering Technical Ge

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

Examples of combination products may in

ius. One glance at your bullet-pointed feature list makes prospects swoon. Do you really need to translate all those impressive features into benefits?

If your product is truly revolutionary 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.

unique, then the answer is no. Take the world's first proven time machine. The benefits of a time machine are self-evident. And the competition? Nonexistent. Time-machine inventors can stop rea

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

ing here.

For the rest of us, there's the case study.

What's a Case Study?
A case study is, quite simply, a success story. Everyone relates to and remembers a good story. Case stud

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

Combination pro

es are a hybrid of the magazine feature and the good-old-fashioned customer testimonial. Few marketing communications are as powerful and compelling.

How Do You Write a Case Study?

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

Case studies follow a simple format:

1. Marty McFly has a problem. He's looking for a solution.

2. McFly is introduced to a new type of transporter by TimeTraveler Systems, Inc. Hopeful but gu

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

-shy, McFly decides to give the transporter a whirl.

3. The transporter from TimeTraveler Systems works like a dream. McFly is delighted. It solves all his problems. He raves about it--preferab

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

y in direct quotes.

How Case Studies Deliver a Big Bang for Little Bucks
At some point, most of us have invested in a service that sounded great on paper but failed to deliver on it

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

promise to solve our problems. A case study proves to your prospects that your product delivers in the topsy-turvy real world. It really works!

But don't take it from me. Case studies give you

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

third-party credibility. You don't need to rely on TimeTraveler Systems' word for it. You can get it straight from their happy customers.

Case studies--unlike many brochures--actually get read.

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

Following aspects would a

Your prospects are more likely to retain a case study because it's essentially about them. Everyone has problems. And everyone wants to know what others are doing to solve similar problems. A c

dd to the challenges in developing combination products:

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

se study allows your prospects to be a fly on the wall.

So You've Got a Case Study...Now What?
Case studies are remarkably adaptable. Like a two-ton water buffalo, one case study ca

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

be modified and reused in a number of ways. Tight budget? Case studies maximize impact. Here are a few of their most popular uses:

1. Websites. If your website is a no-fly zone, the qui

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

kest remedy is to add new, compelling content. A case study certainly qualifies. They make the case for your product or service better than any product spec sheet could.

2. Newsletters.

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

ewsletters are a terrific way to keep in touch, spread the word, and convert prospects into customers. Success stories based on real-world applications are proven to get the highest response rat

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

Professional from academic institutions, pharmaceutical industries, health care indust

es.

3. Handouts. Case studies make salespeople drool. Why? Because they work. Case studies are used in presentations, as handouts, in illustrations of key points, and as testimonials. Li

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

ten to the salesperson who prefers a case study to a brochure. The people on the front lines know what your prospects find compelling.

4. Press releases. You can convert a case study int

.

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

a press release and note that a more detailed, expanded case study version is available. Editors run it--no long walks on the beach or handholding required!

5. Trade journal articles. L

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

Companies that provide selfless information through particip

ok through your favorite trade publication and note the number and frequency of articles based on case studies. Editors--like the rest of us--find real-world stories irresistible. Take advantage

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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