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“How LOW can you go?” is what you think about when you do the limbo. Since we’re talking about marketing, I’ll ask you this: How BOLD can you go, in describing what you do?

I

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

was coaching a private client this week about how to turn his Kitchen Designer elevator speech into a conversation that elicits a prospective client meeting, right there at the networ

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

Examples of combination products may in

ing event and in less than 5 minutes! The key? Come up with a claim for what you do that is the BOLDEST thing you can think of (while still being legal, of course).

Your cl

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

aim should be so bold that the person listening to you will say “Wow, really? How do you do that??” This gives you permission to go into what you do and how you do it (preferably

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

alking about your proprietary system). Now, whenever I talk to clients about this and we start working on this exercise, often the stuff they come up with is kinda bland, stuff we’ve

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

Combination pro

heard before, and that doesn’t elicit that WOW we’re looking for. So, again, I stress, “What’s the BOLDEST THING you can say?” and then the good stuff comes out.

Use, the words be

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

ow for some inspiration:

Double in half the time
A ___% increase over last year
In less than 10 weeks
Etc.

Here’s an exampl

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

e of a script I put together for my client:

Stranger: Hi, I’m Jane, we haven’t met yet.

John: Hi, I’m John Smith, founder of Amazing Kitchens.

Stranger: Hi

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

John, nice to meet you. So, what do you do?

John: I help homeowners increase their home’s value by up to 110% in less than 6 months. (BOLD CLAIM)

Stranger: Rea

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

lly?? How do you do that?

John: Well, you know how some homeowners... (insert CONVERSATIONALLY WRITTEN elevator speech, focus on struggles of the ideal client, and results and

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

benefits they receive after working with you). Would you like to know more?

Stranger: Yes, please!

John: Great…what we can do is set up a complimentary meeting to talk

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

Following aspects would a

about the approximate current value of your home, your kitchen “lifestyle,” and what we could do to increase your current living experience in your kitchen. We’ll then give you an est

dd to the challenges in developing combination products:

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

imate as to how much your home’s value would increase at resale time. Shall we chat briefly tomorrow to set up a time?

Stranger: Absolutely, let’s do that. Here’s my card.

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

John: Fantastic. (handshake) Nice, to meet you Jane. I’ll call you tomorrow to set that up, promise. (John made a date, now he’ll circulate and meet more people and do the same th

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

ing.)

CHACHING!

Now, granted, this is just a made-up example, but you get the point.

With a bold enough claim, you have permission to start a really compelling conversati

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

n, with an invitation to tell them your elevator speech. Not bad for 5 minutes, right?

Your Client Attraction Assignment:

Your turn. What is the boldest claim you can

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

Professional from academic institutions, pharmaceutical industries, health care indust

make in the marketplace? If you put your creative hat on, how can you take what you do and transform it into something that prospective clients will be literally WOWED by and will

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

want to know more about, eagerly? Take a pad of paper and brainstorm. Once you figure this out, I guarantee you’ll turn those ‘eyes-that-glaze-over’ into a lot more prospects in your

.

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

pipeline.

Not sure how to get started with your compelling elevator speech or proprietary system to begin with? You’ll want to get a copy of the Client Attraction Home Study S

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

Companies that provide selfless information through particip

stem™ for attracting all the clients you need with proven, systematic processes that will help you fill your practice quickly and consistently, guaranteed.

© 2005 Fabienne Fredrickso

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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