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To get better results from your marketing, manage what you can control (your activities) and monitor what you cannot control (the results).

Once I be

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

gan to understand and believe this concept (with the help of some smart friends) things got a lot easier. And, it has helped me manage my business bet

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

Examples of combination products may in

er, as well as improve our marketing performance.

(Actually this one works well in all areas of life, which is why I like it so much.)

It doesn't ma

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

ter what you're doing, you only have direct control over what you do. You only have direct control over the actions you engage in.

For example, you c

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

n place an advertisement in a newspaper. You can write the copy for the ad. You can tell the ad salesperson how long to run the ad. You can pay for it

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

Combination pro

so it runs. You can do a lot of things that create the advertisement.

But, you cannot make people respond to your ad.

And, when they do respond, you

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

can talk to them. You can help them in any number of ways. But you cannot make them buy from you.

If you're selling a product or service directly, yo

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

can decide who to call on, how to call on them, what to say and how to say it. You can manage your actions but you have no direct control over what y

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

ur prospect or customer will do.

I understand we can influence people with our words and actions. And, in the end, isn't that what marketing is about

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

But, what I'm talking about here is not indirect influence. What I'm talking about here is direct control over an outcome.

I know this sounds simple

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

And maybe it is. But think of the scientist setting up an experiment. They document and setup all the inputs that go into the experiment. Then they m

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

Following aspects would a

onitor the results. They start with INPUTS and look at RESULTS. They do not start with the results. That would be silly.

I think too many of us forge

dd to the challenges in developing combination products:

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

this because we focus more on results than inputs. (I know I tend to.) If we cannot directly control results then why focus on them so much? Since ou

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

activities are the inputs that lead to results and since we do have direct control over our activities, then maybe we're better off if we focus on ou

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

activities.

Like my accountant/father says, "focus on selling not on revenue. If you make sales you will have revenue."

So, to make sales, I have t

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

take certain, specific actions. If I do them well people buy from me and we have revenue. If I don't do them well, fewer people will buy from me. But

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

Professional from academic institutions, pharmaceutical industries, health care indust

if I don't do them at all, then no new sales will occur.

Actions lead to results.

As you promote your business (to get more sales) remember this. P

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

an your actions so you are taking the actions you know lead to sales. It is the quality and quantity of these actions that determine the level of sale

.

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

they generate.

Monitor your results and then adjust your activities as needed to generate the level of sales you want. But, remember, you don't make

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

Companies that provide selfless information through particip

sales happen. You take actions that lead to people buying from you.

So, manage your activities and monitor your results. Your business will thank you

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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If you find yourself drawn to the science field and you enjoy technology as well, you may be interested in a career in the biotechnology field.

We expect that shared cultural values among managers will lead to similar managerial orientations.

Let's face it, setting up and operating the registration process for events and conferences is one of the least favorite things on most event planner's list of things to do. There is a lot of repetitive and mechanical stuff to do to make sure that everyone gets notified and signed up on time.

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Digg It - For Better Marketing Manage Your Activities and Monitor Your Results

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