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Driving along the Miami Coast in my rented convertible, I was taken aback by the beauty of the water and the humid air swirling through the vehicle. Having just left snow-covered Tol

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

edo, I was enjoying the pleasant break from the norm.

My obsession with the beautiful weather quickly turned into the topic of conversation at my customer’s office. I commented that

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

Examples of combination products may in

just the day before I had been playing in the snow with my son, and now I was cruising around southern Florida.

This evoked a surprising confession from my customer. With an awkwar

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

d smile, my customer admitted, “I’ve never seen snow before.”

“Really?” I asked, a little stunned.

While I understood that there are many people in this world who have never seen sn

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

ow, I had never really thought about what that meant until that very instant.

For just a moment, try to forget everything you know about snow. Forget about the way the flakes gather

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

Combination pro

lightly in the palm of your hand; the crunching sound it makes as it packs firmly together in your fist; the sharp sting of the cold on your bare hands.

Forgetting what you know abou

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

t snow is impossible, because you have experienced it. It’s a part of what you know and who you are.

Yet, people who have never experienced snow before think they know it. They’ve

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

seen it on television; they’ve heard others talk about it; they believe in their mind that they know everything there is to know about it.

But what would happen if you put a snowball

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

in their bare hands? Everything they thought they knew about snow would instantly take on a new meaning. They would look at that snowball with pure wonderment, as if tasting a new

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

and wonderful food for the first time. No pictures or words could give them the experience of snow like holding it in their own hands.

The same is true for those who have not yet ex

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

erienced your products. As a salesperson, it’s easy to assume that your customers truly understand what you are selling, or to assume they have the same pool of experiences you have.

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

Following aspects would a

No matter what product or service you offer, your customers do not know it inside and out like you do. They may have a completely false perception of your product, or may not know

dd to the challenges in developing combination products:

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

anything about it at all. Unless your customers understand your product and feel comfortable with it, they won’t have an interest in buying it. The only way to help them know it as

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

well as you do is to let them experience it themselves.

Your job is to create an eye-opening experience for your customers that will give them a real feel for your product. While th

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

ey may be asking only for prices, brochures, and spec sheets, what they truly need is the knowledge that comes only with experience. No matter how much information you give them, 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

words and images cannot replace the true understanding that comes with personal experience.

Just like our snowball example, the easiest and fastest way for your customer to understa

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

Professional from academic institutions, pharmaceutical industries, health care indust

nd your product is for them to experience it themselves. This means you need to literally get your product in the hands of your customers. Let them see, feel, and use your product i

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

n person.

The value of your product will increase when it has a personal meaning for your customer. The sale becomes less about you, the salesperson, and more about the customer and

.

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

their relationship with the product.

When your customer has a real and personal connection with your product, they will see the real and personal benefits of buying it. Having it in

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

Companies that provide selfless information through particip

their hands will help them envision owning the product and using it in their daily lives. Once they gain a true understanding of what you have to offer, the product will sell itself

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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