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Testimonials are a wonderful way to market yourself. They give you credibility—a third-party endorsement. It is no longer you alone saying that you and your company and prod

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

ucts or services are phenomenal—it is someone else saying that they are phenomenal! When you place an ad, everyone knows that you have paid for it. It is you “tooting your o

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

Examples of combination products may in

n horn.” Much more believable and credible is someone else “tooting your horn!” Use testimonials in your marketing materials, use them on your web site, use them in advertis

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

ments, use them in your media kits, put them on business cards and make sure to use them in your sales presentations and/or on the telephone as success stories.

So, how do

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

ou get all of those glowing testimonials from satisfied customers? Ask. Get in the habit of asking every single satisfied customer for a testimonial. There are many ways to

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

Combination pro

do this. Here are a few:

1. Ask your customers to fill out a brief customer satisfaction survey. Leave space for comments at the end. Make sure to also ask at the end of th

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

survey, “May we use your name and comments in our marketing materials?” Have a space for them to check “yes” or “no,” along with their signature. Most people are delighted

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

o have you use their comments!

2. If you use public speaking to increase your visibility and generate leads for your business pass out an evaluation form to your audience.

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

ake sure to ask at the end of the evaluation form, “May we use your name and comments in our marketing materials?” Have a space for them to check “yes” or “no,” along with t

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

heir signature. Again, most people are delighted to have you use their comments!

3. Using the satisfied customer’s name greatly increases your credibility. It is far strong

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

r to have an endorsement with a name than without. Use the customer’s name and the company name. Make sure to ask permission to use their name first.

4. Ask your customers

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

Following aspects would a

o write testimonial letters. Say, “I was wondering if you could help me.” (People love to help!) “Would you write a testimonial letter for me outlining how happy you are wit

dd to the challenges in developing combination products:

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

our product/service?” (Only ask customers that you are sure are happy!)

5. Offer to write it for them, “I know that you are very busy. I’d be more than happy to draft some

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

thing for you to edit.” People do genuinely want to help, and people are also genuinely very busy. This makes it easy for them to help.

6. Every time you complete a project

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

and/or a customer says something positive to you about your product/service, say to them, “Would you write that down on your letterhead? It would be a big help to me, and I

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

ould use it to market my product/service.”

7. Use your testimonials as success stories when speaking with prospects or even customers. This enables you to tell others what

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

Professional from academic institutions, pharmaceutical industries, health care indust

ou have accomplished for your customers without appearing to brag. The model of a success story is: Your customer had a problem. You fixed it. They are now very happy. Remem

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

ber to always tell your success story from the customer or prospect’s point of view. That means stick to the benefits that your customers received from your work.

8. And if

.

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

you occasionally suffer from the “blahs,” here’s another tip. Post your favorite testimonial letters on a bulletin board or clear wall space near where you work. Put the res

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

Companies that provide selfless information through particip

into a three-ring binder. Anytime you start to feel “blah,” read through your letters from all of the people saying how much you have helped them. It will perk you right up

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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