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How do you answer the seemingly easy question, “What do you do?” Do you talk about YOU? Do you talk about your products/services? Do you talk about your industry? Do you explain the

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

process of how your products/services work? If you answered yes to any of these questions you are missing an enormous opportunity.

Every time someone asks you “What do you do?” and ev

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

Examples of combination products may in

ry time someone reads your marketing materials you have the opportunity to:

* Interest potential clients
* Increase the potential for referrals
* Find out about potential strat

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

gic alliances
* Create recognition for yourself and your business
* Position yourself as an expert

Stop right now and take the time to discover how to answer the question, “Wha

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

do you do?” in a profitable way.

The bottom line is that in general, people are not really that interested in you and what you do (you may have heard this before, start believing it!)

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

Combination pro

What they really want to know is what you can do for them. All of the communication about what you do must focus on the benefits of your products/services, not the features. Focus on

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

how your products/services benefit the people who use them and the results they can expect.

Think about the last time you met someone and they told you what they do. Do you remember w

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

at they told you? If so, would you be able to clearly explain it to someone else? Your goal is that the people who hear or read your marketing messages remember what you do AND are abl

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

to tell someone else.

The first step to answering the question, ‘What do you do’ is to define your ideal client. The more specific you are, the more success you will have in building

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

your business quickly and positioning yourself as an expert. The next step is to define what do you do for your clients. How you benefit them. When you are clear about these two thi

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

gs, and you can easily communicate what you do, you will feel more confident talking about your business. People you talk with will easily see exactly how you can help them and hopeful

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

Following aspects would a

y remember what you do!

Here are some examples to get you started (as you can see, you don’t necessarily need to mention your profession!):

- “I work with professional women who want h

dd to the challenges in developing combination products:

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

gh returns on their investments” (Financial Planner)

- “I create delicious, healthy meals for busy executives that have no time to cook.” (Personal Chef)

- “I help busy doctors find mo

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

re time to spend with their families” (Life Coach)

- “I rescue stressed out business owners when their computers crash” (Computer Technician)

- “I help stay-at-home moms feel pampered

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

nd relaxed” (Massage Therapist)

Try out this formula: I work with (your niche or ideal clients) who are having trouble with (problems your ideal clients face) and who want (what they w

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

nt to see happen, the result).

Another way to explain what you do is to relate it to a known situation, a common experience. So when someone asks you what you do you can say, “Well you

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

Professional from academic institutions, pharmaceutical industries, health care indust

probably know how busy doctors are, what I do is I help them spend more time with their families.” Or, “You know how stay-at-home moms are always taking care of everyone else, well wha

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

t I do is make THEM feel taken care of.”

You will know you are on the right track when the next question you are asked after you say what you do is: “How do you do that?”

Don’t wait a

.

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

other minute. Get started now, grab a piece of paper and write down what you do and then practice saying it. You can test it out on friends and colleagues to refine and improve it. T

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

Companies that provide selfless information through particip

en start using it everywhere (with people, on your website, on your business card) and you will see and feel the difference this makes in attracting more clients!

(c) 2005 Stephanie War

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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