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How do you differentiate yourself from others in your local marketplace? One of the best ways is by focusing on your unique

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

expertise in your IT marketing. Your clients are really buying you, not a box or a server or a software license. In this art

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

Examples of combination products may in

cle, you'll learn how to differentiate yourself.

Don't Become a Commodity

Commodities are cheap and everyone is out price

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

hopping. To avoid this kind of mentality, you must sell “You Incorporated.” Focus on selling your expertise and the special

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

roblem-solving value that you bring to the table.

Don't Be Hidden in Your IT Marketing Materials

Make sure your website li

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

Combination pro

ts you as the owner. Don't try to hide the size of your company and try to make it look big by keeping it anonymous. The bes

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

thing you can do in IT marketing is focus on selling your background (and the background of any of your business partners a

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

d staff). You should also tell people your unique beliefs and philosophies about how you can help small businesses. Be Uni

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

ue

One of the biggest questions I get is “What have you found to be the best, most cost-effective way to get great leads, b

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

th in your own business and with some of the consultants that you work with across the country and around the globe?”

The b

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

ggest problem that I see is that everyone is going after the same leads with the same worn-out pitch from five years ago. Th

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

Following aspects would a

problem with this is nothing is unique in the message. Nothing is unique in the pitch.

Do Your IT Marketing Materials Look

dd to the challenges in developing combination products:

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

Like Everyone Else's?

If you think you're immune to it, here's the simple test. Get out your business card. Take a look at

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

your home page. Gather up a couple of business cards and home pages from competitors in your local area and see what you are

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

saying that's different. My guess is that everyone is saying, “We sell PC hardware and software, LANs and service.” This is

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

rue… this is what you do. But how do you expect new clients to pick you out over the pack?

Ask yourself; do you want to com

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

Professional from academic institutions, pharmaceutical industries, health care indust

ete against a dozen potential competitors or a few hundred potential competitors? Do you want to be banging your head agains

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

the wall every day trying to compete against everyone that's saying the exact same thing? Or do you want to compete against

.

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

just a handful of savvy VARs in your area?

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

Companies that provide selfless information through particip

ll Worldwide Rights Reserved. {Attention Publishers: Live hyperlink in author resource box required for copyright compliance

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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It is rumored that the only word William Shakespeare wrote on his resume was “Available.” We’ll probably never know if that is true. But it raises an interesting question. How much information is too...

Good customer service is not rocket science. It is a blend of knowledge, proper phone etiquitte, and genuine interest in the customer you are servicing.

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