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Marketing is like rowing a boat. When you know how the pointed bow moves smoothly forward through the water encountering the least amount of resistance. Rowing backwards, the squa

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

re stern of the boat pushes against the water, requiring more effort and increases the risk of having a wave come over the transom (back) and swamping it. Yet most people market

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

Examples of combination products may in

backwards, trying to grow their business while pushing against the greatest level of resistance.

Wouldn’t you like to market your business so that it moved easily forward?

What’

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

the first thing most people do to increase sales of their products, services? They put together a description of their credentials. Then they pick up the phone, run an ad campaig

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

, send out a brochure and or build a web site and ask people to buy.

Do you know anyone who has used this approach?

Have you tried it yourself?

Were you happy with the number of

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

Combination pro

ew clients and customers you attracted?

It’s a common misperception that the fastest way to attract more clients and customers is to focus on asking people to buy. It looks lik

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

the obvious route, but in most cases it generates only a trickle of new clients for small business owners. It can work if you’re a large company with millions of dollars to spend

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

building your brand. Why doesn’t this selling approach work for service professionals and small business owners?

A sale is the end point or one of the waypoints in your relation

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

hip with a client. Before they are ready to give you their money prospects need to be confident that you have what they want, and they trust your product or service will deliver

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

on your promises.

When you lead with a focus on selling and your credentials you run into high levels of resistance. It is like trying to row a boat backwards.

Marketing is about

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

building relationships, one by one. Start by focusing on what your prospect wants, not on yourself.

Think about it. When you pick up the phone or encounter a friend, what’s one of

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

Following aspects would a

the first things you say? Do you launch into a monologue about yourself? Most people usually start the conversation with a friendly questions or two and then find a topic of mut

dd to the challenges in developing combination products:

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

al interest. If you have information your friend is interested in, you share it.

I frequently get calls from people who say they hate marketing. Why? Trying to convince people to

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

uy feels pushy.

An alternative that is more effective - and more fun - is to focus instead on giving people what they want. Get your prospect’s attention by leading with a questi

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

on or statement that succinctly gets them thinking about how you can solve a problem they have. This is your marketing message or elevator speech, not your sales pitch. Once you

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

ave their interest, give them something they want in order to prompt them to contact you. This could be a short report or article.

Does your marketing approach give people what t

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

Professional from academic institutions, pharmaceutical industries, health care indust

ey want? Does it help start a conversation and a relationship?

Once a prospect gives you their contact information, go to work and make good on their trust by showing an interest

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

n their needs and giving them a steady stream of useful tips. The more you give your prospects, the stronger your relationship will be.

Rowing a boat backwards is hard work and w

.

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

n’t get you very far. There is just too much resistance. To attract more clients and grow your business stop marketing backwards and pushing against high levels of resistance.

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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Perhaps the most visible and familiar element of the initial public offering process is the underwriter.

Currently in United States of America we are worried about high oil prices, Middle Eastern politics, our national debt and illegal immigration; so what else is new? You know I always find interesting is that the United States of America's government keeps doing the same things and keeps getting the same results.

You've got steady sales but we just want to increase them a little more. This will give you some extra profit for your family, more money to invest in your business or just more satisfaction. Maybe the problem you have is overstocking and you want to clear your inventory to free some of your cash flow. Here are a few suggestions for you.

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