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What does it take to succeed? How many times have you asked that question of yourself and others? You may have heard many different answers. I have found one thing that successful people have in common. They use systems.

They may or may not have talent. If

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

they did they learned not to rely on talent alone. Talent is seductive. For example, if you are talented at golf you might be tempted not to practise. You might believe you can wing it. Tiger Woods never wings it. Wayne Gretzky never winged it. Both of them

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

Examples of combination products may in

are tremendously talented at their sport. But they know not to rely on that talent alone. They developed systems.

What is a system? A set of practices, procedures and habits melded into a process that you learn, perform, evaluate, improve and do again - rep

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

atedly. Everything that you do can be a process. This applies in your personal life but especially to your business. To run a marathon requires a system - training, diet, measurement and repetition.

Everything in your business begs for a system. Business is

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

real simple that way, discover the system and do it. And systems by their nature are simple. They only demand persistence and consistence.

Let's look at the most important aspect to your business - sales. If you don't sell you die. Can't get more important

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

Combination pro

than that. Selling is not luck or talent - it is a process. You find a client who wants your product, they see the value in buying from you, they can afford it, and they buy. That is over simplified but that is the process. Depending on the business you are

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

in you learn the details of each step and apply them. A friend of mine told me that he knows how many million-dollar clients he will get this month and the one after. Why? Because he knows the process and where to find them. The difference between the $10,00

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

0 client and the $1million client is where to look. The selling process is the same. The only difference is the system of where you look. To maximize his sales he keeps reapplying the process (system) and strives to find opportunities for improving efficienc

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

in the system.

The second most important activity in your business is marketing. Why? Because marketing is everything you do that makes it easier to sell. Here is where following a system is even more important. Marketing is about sending messages. Buildin

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

g your visibility, credibility, value, character and reputation takes time. And the results are difficult to measure. You might be tempted to give up too soon.

What marketing systems do you have in place? You might consider implementing some of these.

Send

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

thank you notes. Carry pre-stamped envelopes and cards in your brief case so you can write the notes in a waiting room, on the plane or while having a coffee. Thank customers for business, opportunities and meetings. Thank others for recommending a book, int

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

Following aspects would a

roducing you to a prospect, or hosting a great meeting.

Write notes of congratulations. Pick a time each day for this activity. It might be first thing, last thing, while on hold, waiting for the computer to backup or during breakfast. Read the news. Did

dd to the challenges in developing combination products:

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

you read about a client, colleague or someone you want to meet? Send them a quick note.

Send news releases about your company to the media. Learn how to write one. Build a database of media contacts. Develop a template. Plan to send one out regularly. Look

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

or opportunities and angles and send them out. Don't get upset if every one isn't used. Do it consistently - some of them will be.

Make your cold calling systematic. Write your cold call telephone script. Rehearse it. Improve it. Analyze who your best prosp

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

ects are. Select those names. Schedule your calling times. Then call. Deliver your script. Then do the next one. At the end of the scheduled time, stop. Don't keep calling because you feel good. Plan then follow it. There is much less pain that way.

Don't b

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

e caught by surprise by voicemail, a gatekeeper or the CEO on the phone. Prepare what you will say to each. Write your script, edit, rehearse then tape yourself. Then improve. They will think you are so clever when you know the right thing to say. Don't coun

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

Professional from academic institutions, pharmaceutical industries, health care indust

on luck - build that system.

Attend a networking function. Decide your goals for attending. You may want to meet three new people, touch base with two clients, or connect with the CEO. If you know what you want you are more likely to find it. After you ach

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

ieved your goals you might relax and just socialize. Consider that your reward. All your systems should have check points and rewards - along with penalties.

Do you use a computer? Success with your computer emanates from learning and practicing systems. Yo

.

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

learn the software, shortcuts and tips. You must develop systems to protect your computer. Backup regularly. Scan for viruses. Use passwords. I guarantee you, deviate from your system of backups and sure enough Murphy will appear to teach you a lesson.

Lif

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

Companies that provide selfless information through particip

e is simple. Success is simple. Business is simple. There will be complicated moments, confusing dilemmas, and challenging enigmas. These are meant to test your patience, virtue and self-confidence. Be clear, be persistent, be consistent and practise systems

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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The Cult: Becoming a part of the Cult, consists of being recruited a member of the cult, as a person that can be relied on to assume responsibilities and accomplish all or almost all things requested. Depending upon the position you hold and the person that you are attached to the most, any position can be engaging and can be so different from any other experience that you have had prior to Walmart in almost any retail sector that you feel you are being chosen for great things. Along with morning meetings and consistently being told how much you mean as an individual to the company, by your recruiter, management and the general population you feel an inclusiveness that is hard to describe.

When communicating with a customer, which is the best method or channel of communication: face-to-face, phone, or e-mail?

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