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In 30 years of sales and public relations I've observed that communication failures are only rarely caused by some

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

esoteric mistake. Rather, the worst and most frequent failures are caused by breaking one or more core principles

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

Examples of combination products may in

. Here are the Seven Mistakes That Kill the Sale. Learn to avoid them and you will find you will get more

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

of the results you desire.

1. FUZZY RESULT. You don't have a clear picture of the res

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

ult you want the communication to produce. It's hard to persuade if you don't know exactly what you want the liste

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

Combination pro

er to do. The more measurable the desired action, the better you will be able to create the right messages.

2.

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

trong>WRONG AUDIENCE. You can have a powerfully persuasive message, but if the audience is unable to give

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

you the result you want, you're wasting both your time and the audience's. Convincing the guy who delivers your p

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

zza that he wants to buy your Lamborghini may be easy. The likelihood he'll be able to is slim.

3. NO WHA

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

M! FACTOR. If your message doesn't satisfy the question being asked by the listeners--Wh

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

t Here Applies to Me?--you won't have many listeners for long.

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

Following aspects would a

4. TELL EVERYTHING. As I frequently remind clients, "messaging is the art of sacrifice.&quo

dd to the challenges in developing combination products:

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

t; There is almost always more to say than the listener wants to hear. Keep in mind Robert Greenleaf's comment, &q

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

ot;Many attempts to communicate are nullified by saying too much."

5. TOO COMPLEX. This is

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

closely related to Tell Everything and No Wham! Factor. Attorneys, engineers, academics, and computer geeks, and o

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

erly enthusiastic sales reps are especially prone to be ensnared in the web of complexity. Just because the listen

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

Professional from academic institutions, pharmaceutical industries, health care indust

er asks the time does not mean he or she wants to know how the watch operates.

6. A PLETHORA OF GENERALIT

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

IES, A PAUCITY OF SPECIFICS. Generalities are lifeless, vague and somnolent. Specifics are lively, clear,

.

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

and memorable.

7. SAY IT ONCE, THAT'S ENOUGH. Message without repetition produces frustration. L

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

Companies that provide selfless information through particip

isteners may understand the first time, but they won't be able to remember, explain, or execute without repetition

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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As the manager of a business, you are constantly looking for ways to improve the many aspects of your company. Of course, there are a myriad of ways to accomplish this. To increase profit margins, you might look to lower product costs, make distribution more efficient, or lower overhead. No matter what you do, however, nothing will be as effective as it should be unless you first establish an effective brand.

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