Digg It - Business

When my current lease expires, if I trade-in my Porsche Cayenne for Cadillac, that’ll signify a win for Cadillac and a loss for Porsche, right?

After all, when it comes to earning my busine

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

ss, these manufacturers are playing what’s termed a zero-sum game. If one wins, the other, by definition, loses.

Throughout the economy there are examples of these rivalries, of pitched bat

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

Examples of combination products may in

tles for scarce buyers. And most of us have been schooled to think that we’re incessantly competing, whether we’re students seeking scarce “A’s” in classes, or job seekers, hunting for the b

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

est positions.

But the “new economy,” and especially e-commerce, are calling the traditional “me-against-the-world” mindset into question. I, for one, am finding that most of the people and

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

companies against whom I used to think I was competing, simply aren’t significant factors in whether I earn business or fail to earn it.

Here’s what I mean. I consult in the areas of custom

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

Combination pro

er service, telemarketing, and selling. I offer keynote speeches, seminars, on-site development programs, and a host of books, audio seminars and video seminars.

My techniques are quite dis

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

tinctive, and while there are some clients who love all of my stuff, and are proud to have become “Goodman-ized,” most folks don’t rely exclusively upon any single source for their informati

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

n. They may be hooked on my customer service programs, but happily look elsewhere for their general sales tips.

Am I really competing against the purported “gurus” who supply such sales mat

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

erial, especially because I have what I consider to be some pretty hot books and resources in that area?

Traditional thinking says, emphatically, “Yes!” I shouldn’t be happy with just a por

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

tion of my client’s investment in training tools. I should resolve to maximize my profits by getting the entire pie for myself!

After twenty years in consulting, I can tell you this is neve

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

going to happen. For one thing, clients crave novelty. They grow bored with a single source, and sooner or later they want to hear other voices.

Rather than fighting this tendency, which i

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

Following aspects would a

s what the “zero-sum” competitor in me used to do, I’m more inclined these days to develop lead-sharing and referral programs with others in the consulting and training world.

In fact, now

dd to the challenges in developing combination products:

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

I’m interested in putting together relationships where I serve as a broker or an agent for people I used to consider to be my direct competitors!

I see it this way. Even if we all had ident

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

ical strengths and skills and prices, our personalities wouldn’t be perfect matches for every opportunity. Add to this the fact that it is often easier and more credible to sell-in someone e

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

se other than oneself, and you have a better recipe for success. Why rely upon the same, narrow range of ingredients all the time?

One final thought. I used to get leads from companies wher

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

e it was fairly clear to me that I had to really stretch to fit the description of what they were seeking. Instead of twisting myself out of shape, now I see that I should have tried to iden

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

Professional from academic institutions, pharmaceutical industries, health care indust

tify someone else who could have been a better fit.

But in most cases, I’d bury the lead, instead of passing it on, lest my competitors get an advantage. I’m sure that some inquiries simply

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

didn’t buy any services from anyone, as a result. So, my “win-lose” mentality produced a “lose-lose” result. Nobody did any business!

This doesn’t make economic sense, and it’s also poor cu

.

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

stomer care.

Today, I believe that everyone is better served by changing this viewpoint. We’re not necessarily facing a world of competitors, but rather a world of potential collaborators.

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

Companies that provide selfless information through particip

And what we’re really competing against isn’t other people or companies, but against an economic model, based upon scarcity, that simply doesn’t make as much sense as we once thought it did

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.diggit.org.ua/article/32116/diggit-Honestly-Are-We-Really-Competing-Against--Each-Other.html">Honestly, Are We Really Competing Against Each Other?</a>

BB link (for phorums):
[url=http://www.diggit.org.ua/article/32116/diggit-Honestly-Are-We-Really-Competing-Against--Each-Other.html]Honestly, Are We Really Competing Against Each Other?[/url]

It is proposed that a ‘tax monitoring data mart’, be designed based on the dimensional model approach. A proposed high–level logical data model is depicted in the picture, based on the assumption that a critical mass of data (geographic & time dimension) in a sufficient data quality exists, rendering the implementation feasible.

Marketing is about making plans - the what and the how - the objectives and the strategies to completing that circle. Marketing is about seeing yourself as the problem solver and appreciating the customer's perspective. Marketing is about service and customer relationships and understanding your role as the enlightened marketer.

Tags

Links

Digg It - Honestly, Are We Really Competing Against Each Other?

Related Articles: