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These steps are taken from the Referral Flood Marketing Program. Referral Flood is an insider’s shortcut to

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

referral marketing and features over 4 hours of audio training, 54 real-world referral marketing systems,

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

Examples of combination products may in

and a host of referral marketing tools, letters, postcards and forms.

Step #1 - Create a referral target m

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

rket(s) – you must create a target list of companies and individuals who can be motivated to refer. This ca

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

n be clients or a network of related businesses.

Step #2 – Identify your ideal referral client – In order

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

Combination pro

o receive high quality referrals you must be able to quickly communicate the exact type of person or busine

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

ss that makes a great referral.

Step #3 – Create and communicate your core referral message – you must be

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

able to easily explain the value you can bring to anyone who is referred. “We show estate attorneys how to

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

ecome famous.”

Step #4 – Design a referral education system – When you meet with a potential referral sour

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

ce you can substantially increase the number and quality of referrals if you systematically educate them on

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

Who makes a great referral, what’s in it for them to provide a referral, how to refer you, and the exact s

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

Following aspects would a

teps you plan to take with that referral

Step #5 – Outline your referral lead offer and system – this is t

dd to the challenges in developing combination products:

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

he heart and soul of the system. This is where you devise the creative offer that makes people want to refe

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

you. Example: Earn a 100% refund on your tax return preparation when you refer 4 people who become clients

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

.”

Step #6 – Create a referral conversion strategy – what good are referral leads if they don’t become ref

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

rral clients? You must map out a specific set of steps that will allow you to convert your referral leads.

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

Professional from academic institutions, pharmaceutical industries, health care indust

What do you do with a lead when the phone rings?

Step #7 – Identify a referral follow-up strategy – to bri

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

ng your referral system full circle you need to devise two follow-up steps. 1) a way to continue to market

.

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

o your referral leads that don’t immediately turn into clients and 2) a way to systematically communicate t

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

Companies that provide selfless information through particip

he progress of a referral back to your referral sources to keep them motivated.

Copyright 2004 John Jantsc

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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Successful agribusiness should not come at high cost to human and environmental health.

There are a number of conditions that are impacting the roles of managers today. A few of them are:

Management is often considered to be a two dimensional task-based deliverable. Technical management has long been viewed this way, with the delivery of the technology as the priority and the people as the methodology of delivery. The opportunity to make it interesting, fascinating and three dimensional is in the vision contribution and compliance.

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