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Small companies that rely on business-to-business sales often find it difficult to be seen as credible in the eyes of larger companies. If th

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

is is true for you, then this assessment might help you determine where you need to focus your attention in order to build your credibility.

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

Examples of combination products may in

Rate each item from 1 to 5. 1 = low/bad. 3 = not good, not bad, just OK. 5 = high/great.

1. Your History. What’s the word on the street abou

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

t your company? Do you have a reputation of doing good work or one of shoddy quality and service? Are there any scandals that might affect th

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

word on the street? ____

2. The Reputation Of Your Type Of Business. If you work in accounting, your reputation may be tainted by recent sc

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

Combination pro

ndals even though your own work may meet the highest ethical standards. What’s the word on the street about your industry? ____

3. Knowledge

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 Your Type Of Product Or Service. Do your potential customers understand why your product or service is critically important to their bus

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

ness? ____

4. Your Relationship With Existing Customers. Do you have a solid working relationship with your customers? Do they trust you?

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

Do they believe that you have their best interests at heart? ____

5. Your Relationship With Potential Customers. Do they know and trust you?

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

____

6. The World Through Their Eyes. Put yourself in the shoes of an ideal potential customer. What would be the concerns about doing busi

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

ess with you? List everything you can think of.

Scoring: A score of 1 or 2 on any item could point to a significant reason why it may be dif

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

Following aspects would a

ficult to get sales. A score of 3 is simply mediocre, but at least you aren’t trying to dig yourself out of a hole. Your target should be 4 o

dd to the challenges in developing combination products:

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

5 on all questions.

You’ll note that only two of the questions (1,3) focus on your product or service. That’s important. Many businesses pu

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

t all their effort in trying to sell their product or service. They create elaborate gee-whiz presentations but often fail to make the sale.

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

Your relationship with your customer and potential customer (2,4,5) is as important – if not more important – than the idea you are promoting

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

For example, if the reputation of your industry is questionable, then you need to be in front of people so that they can see that you are di

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

Professional from academic institutions, pharmaceutical industries, health care indust

fferent. And this probably will not occur during a sales presentation. It will only occur by finding opportunities to prove you are worthy of

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

their trust.

Question 6 may be difficult to answer, but those responses tell you the reasons why they don’t buy from you. Once again, buildi

.

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

ng a relationship is essential. They’ve got to get to know you. You’ve got to get to know them – their hopes and fears and pressing challenge

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

Companies that provide selfless information through particip

. Without this information you are left with just the bells and whistles of what you sell,and that won’t be enough to make sales consistently

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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When words become labels in business, strategy is replaced by individual activity as individuals try hard to put their interpretation on the nebulous direction of senior management.

True thought leadership requires original thinking. It is a practice that can be learned, or rather rediscovered and reclaimed, with a certain amount of attention and surrender.

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