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We live in a world that for many has become technology advantaged in business and life. Imagine, for a moment, just how communication, science, art, medicine, automation, supply chain and products have all been reinvented.

Even consumers' behaviors have been unearthed and changed beyond recognition. Consumers have become more assertive, demanding, highly skeptical, and more cyn

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

ical, less trusting and with less loyalty to brands and companies.

With all the reinventing and shifting in a diversity of industries and cultures we find however, little has changed in the process of how marketers and sales proceed to understanding why consumers' buy and how they think. Most marketing methods and selling techniques probe for surface understanding and not the co

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

Examples of combination products may in

re emotions and feelings of consumers' behaviors.

Marketing and sales people rely on worn-out familiar campaigns and techniques that simply obtain less than marginal results and then place blame on their products, services or the economy. This become more apparent with sales and marketing people in hot industries where demand exceeds supply - sales skyrocket with little effort or

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

skill on the part of sales and marketing. Then, when supply exceeds demand and there are too many sellers chasing too few consumers' -- the blame sets in and the excuse making erupts, causing products and services to fail or drop dramatically below projections.

Change doesn't come easy when you're entrenched in deeply rooted behaviors of which takes much courage to change. Chan

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

ge means thinking differently about how one does things, which sometimes goes against all that you were brought up to believe in. People who hold stubbornly to their view and can't envision a different world will fight to maintain their current one.

To maintain a competitive edge in your business will require stepping outside your comfort zone and the traditional methods of condu

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

Combination pro

ting yourself in business. The world has become a melting pot of various nationalities and cultures creating the backbone of our economy. Regardless, if you have a world vision of your business or not, the effects of you succeeding are influenced by your understanding of how consumers' think and how they buy.

Consumers' ask for one thing and do another. They make illogical leaps

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

of judgment and come to unreasonable conclusions based on their experience, memory and unconscious thoughts. The truth is most customers form opinions about you before you ever get a chance to deliver your service or product. That opinion is formed mostly unconsciously.

Customers' are your only business and requires you to reach beyond product features, benefits, quality and rel

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

iable delivery methods. Sales and marketing people service their consumers in a more efficient manner when they understand how consumers feel, think and experience you and your products and services.

The interaction between the confidence of your marketing message and the confidence of a salesperson in his/her product or service sets the stage for how, when and why the consumer

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

will or will not purchase goods and services. When a salesperson conveys confidence in his/her company, product and service, it delivers subtle nonverbal cues to the consumer. That confidence, if perceived by the consumer, as authenticity on the part of the salesperson, adds great persuasive power to the decision making of the consumer.

There is plenty of anecdotal evidence and

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

scientific brain research showing that human emotions and the unconscious plays a major role in consumer selection of products and services. As our multi cultural society matures; it becomes evident that those companies and individual who what to advantage themselves in sales and marketing must understand the perception and mind of other cultural groups. That will require a bett

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

r understanding of your conscious and unconscious mind - how memory, experience, and associated emotions exert a force on the thinking and buying behaviors of consumers.

According to Gerald Zaltman, Professor of Marketing at Harvard Business School -- says that 95 percent of consumers' thinking occurs in their unconscious minds. Much thinking surfaces through metaphors and consum

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

Following aspects would a

ers' memories, which are much more malleable than previously thought -- which is why "confidence" adds great persuasive power. Artificial confidence does not work, but authentic confidence will decisively engender a winning edge every time when a salesperson truly believes in his/her products and services.

Fostering a shift in sales and marketing will require a deeper understan

dd to the challenges in developing combination products:

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

ding of how pervasive the unconscious mind of the consumer works. Breaking into new ground requires breaking out of traditional thinking about features and benefits selling. You need to enter into the mental activity of unconscious thoughts, feelings, memories, intentions, metaphors and just how they direct consumers' attention, influence perception and manipulate their decision

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

s and actions.

6 key strategic solutions for sales and marketing.

1. Metaphor making in the mind of the consumer is a powerful fundamental that helps them make sense of information received. When eliciting information from a potential client. I asked him what success felt like. His metaphor was; "Success feels like the power of driving a Porsche down the highway at top speed." Ty

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

ing his metaphor to several service benefits closed the sale securely. Understanding and having collected a large range of metaphors consumers' use to think about you, your services and products enable you to sculpt a more effecting communication strategy and increase the potential of a purchase.

2. Improve your mental outlook about you, your products and services. "You Are The

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

essage." Eliminate negative clues by preparing yourself with the confidence of a winner. Use friendly language and genuine enthusiasm; reflecting energy, trust and openness will open up the consumer when probing for their thinking and core metaphors. Assertive and outgoing personalities, regardless of ethnic background, will outpace those people whose characteristics display shy

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

Professional from academic institutions, pharmaceutical industries, health care indust

and timid behaviors.

3. Design your office, retail store layout, waiting rooms, ads and brochures that reflect the Metaphors of your market. Example of how one Doctors office focused on outpatients care as being more nurturing and responsive. Patients view rooms with chairs lined up in rows as boring, frustrating and long waits. The office was rearranged to promote friendliness

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

and privacy and was supplied with several TV's and a computer. The results were a decline in waiting time complaints and patients felt they were receiving a better quality of care, referral rates increased more that 18 percent and patient cancellations decreased by 23 percent.

4. Build into your oral and written marketing/sales communications stories using metaphors gathered fro

.

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

m your market.

5. Probing the mind of your customer/client requires you uncovering the metaphors they use when thinking about purchasing your products and services. Once you have uncovered their metaphors you can identify some or most of the important and hidden drivers of your customer/client buying behaviors.

6. Develop an organizational climate and a workplace attitude that

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

Companies that provide selfless information through particip

strengthens sales and marketing creativity. This requires breaking into more boxes and not applying the metaphor that suggests you step out of the box. Breaking into more boxes enables you to gather gleaning new knowledge and will help pry you loose of conventional thinking. How you think is more important and will produce more productive and innovational ideas than what you think

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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