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When used correctly, testimonials can boost your response dramatically. They help build the prospect's perception of believability, stability, honesty, and value in your product or

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

service. When prospects see all those testimonials, especially from people to whom they can relate, they gain confdence in you. They become less worrried about making an error in bu

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

Examples of combination products may in

ing what you sell.

Before you can effectively use testimonials, you first have to understand the three different types.

The first, is the unsolicited type. This is the type of tes

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

timonial you receive without asking. It is important with this type of testimonial that you immediately get permission from the customer who sent it, to use it in upcoming promotion

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

. You should develop a standardized system for following up on the receipt of customer comments. First, you should thank them, and then ask for permission to use their positive comm

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

Combination pro

ents with their name and address in your future marketing.

As second type of testimonial is the solicited type. This is the type you receive by asking through a personal conversati

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

n or by letter. When you ask your customer for a testimonial, be tactful. Don't say, "Please send me a testimonial." Instead, ask for comments, both pro and con. Many times negative

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

comments can be as helpful and revealing as the positive ones.

When you are soliciting testimonials it is important to make sure they are specific and targeted. The more specific

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

he testimonial is, the stronger it is. Most testimonials are very general, saying for example, "It's great" or "It's wonderful." While these comments may make you feel good, they ar

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

e not as powerful as specific, targeted testimonials. Ask your customer to write about the specific result he or she received from using your product or service. You want the testim

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

nial to back up and support the benefit that you claim your product or service delivers.

A third type of testimonial is when your customer asks you to write it and they sign it. Th

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

Following aspects would a

is will happen more often than you think when you are soliciting testimonials.

You can use testimonials in a variety of effective and inexpensive ways. One way is to make copies of

dd to the challenges in developing combination products:

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

your testimonials and make them part of a direct mail package. Another way is to have them on your Web site. You can use a testimonial, or part of it, in an ad. You can post testimo

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

nial letters within your place of business. And yet another and quit common way, is to publish several testimonials as part of your customer brochure.

Instead of filing all your te

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

timonial letters you receive in one category titled "Testimonials," file them by potential use. Some possible categories could be, "Benefit" (what customers liked most about your pr

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

oduct or service); "Name value" (testimonials from a recognizable person or company); "Customer type" (male/female, job titles, etc.); "Product type" (what they bought and liked); "

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

Professional from academic institutions, pharmaceutical industries, health care indust

eographical location." Each testimonial category should have a code and a number.

The best customers to approach for testimonials are your repeat buyers, because you know they are

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

satisfied with your prouct or service. Spend time refining your request so it sounds right. Remember, you are asking for help, not demanding it. Ask your customers to write their te

.

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

timonials on their company letterhead because it will add credibilty and be more effective.

The more testimonials you have, the better. It doesn't matter how old the testimonials a

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

Companies that provide selfless information through particip

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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A contrarian positioning strategy, one that might offend some potential customers while increasing the loyalty of others, presents a high-risk, and possibly high-reward, option for marketers.

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