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Digg It - Why Great Companies Survey: Martian Logic!
If an alien civilization from Mars was planning a friendly takeover of our planet they would seek to make sure they understood our way of life and our way of thought.
The only way th
The only way 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
ey could accomplish their objective would be by asking questions which they could genuinely understand and then plan a strategy accordingly. Although this idea may seem outlandish in
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
my humble opinion it is also what separates the great companies on our planet from the Wannabe’s.
The greatest RISK in marketing lies in dealing with OPINION instead of fact. Stated
The greatest RISK in marketing lies in dealing with OPINION instead of fact. Stated
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
nother way, risk and the threat of loss is rooted in the idea that you think you already know the answer.
In my 25+ years in sales and marketing I have learned one very powerful truth
In my 25+ years in sales and marketing I have learned one very powerful truth
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
that distinguishes the superstars from the amateurs. The great salespeople and marketers understand the power that lays within questions. The amateurs think they know all of the ans
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ers. Show me a great salesperson and I will show you an individual who knows and understand the power of questions. Show me a poor salesperson and I will show you an individual who h
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
s yet to understand that fact. Show me a great company and I will hypothesize that they have an incredible dialogue established with their customers.
How about you? Do you feel you
How about you? Do you feel you
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
now the answers to your customers most pressing problems, or are you genuinely in communication with them and listening to what they say?
I have seen salespeople blossom into supersta
I have seen salespeople blossom into supersta
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
s when they learned to ask questions. Likewise, I have seen companies turn from run of the mill endeavors to powerful marketing machines when they too learned to harvest the informati
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
n from the questions which they ask. Questions are the only tools that permit us to genuinely understand problems our customers have. Questions are also the vehicles we use to estab
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ish our focus to resolve those problems. Stated another way, questions are a goldmine of valuable market information. The answers to the questions within surveys provide a roadmap fo
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
r fulfilling our customers most pressing needs and desires.
We have a huge investment in what we have come to know. However, what we have come to know often has nothing to do with wh
We have a huge investment in what we have come to know. However, what we have come to know often has nothing to do with wh
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
t we need to know to be successful.
This is one of the key reasons why surveying of our customers is so important. A good survey will eliminate opinion and establish some factual evi
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ence. Also, we are often so indoctrinated with what we think we know that we cannot see what “is” occurring. This is the main reason we survey.
There have been thousands and thous
There have been thousands and thous
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
nds of books written on the importance of surveying. I will attempt to summarize the best ones here with a one simple acronym which I created.
S – Successfully
U – Understanding
S – Successfully
U – Understanding
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
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
br>
R – Relevant
V – Values
E – Enhances
Y – Yield
A survey gives us the opportunity to understand and take that understanding and apply it to creating a higher retur
V – Values
E – Enhances
Y – Yield
A survey gives us the opportunity to understand and take that understanding and apply it to creating a higher retur
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
on our investment. When we successfully understand our customers relevant values we can then create the solutions that will permit us to enhance our yield. A good survey allows us
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
o be in communication with our marketplace.
The great companies have learned that customers will not tell you how you are doing unless you ask them. Asking your customers about what
The great companies have learned that customers will not tell you how you are doing unless you ask them. Asking your customers about what
.
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
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
hey like and want offers the best information to learn from mistakes and cultivate unique opportunities.
Great companies survey. Wannabes think they already know. Want to succeed in
Great companies survey. Wannabes think they already know. Want to succeed in
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
a big way, all you have to do is ASK...
then shut up long enough to recognize that the answer that is coming at you has "GOLDMINE" written all over it!
Be careful what you agree with
Be careful what you agree with
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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