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The pressure is on and management is breathing down it’s employees necks to finish the year hitting or beating their sales numbers for the year.

Why is it that m

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

anagement often believes that the constant fourth quarter push year in and year out is an effective way to reach their sales goals? There are three principles 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

volved here that are having an impact on the success of this philosophy or approach.

Number one. You get the behavior you reward. Your sales team has had nine m

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

onths to stay on track. If for some reasons either internal (policies, procedures, new product development or the lack of it) or external (competition or the eco

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

nomy) your organization is behind its sales objectives for the year, rather than fostering the stress-filled last quarter push syndrome year after year, why not t

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

Combination pro

ake a closer look at what has been going on for the past nine months.

If you have not held people accountable for nine months why are you expecting them to cave

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

into your pressure for the last quarter? Consider;

1.Are your sales objectives realistic or some pie in the sky number that no one really believes is possible.

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

That your approach is to create an unrealistic objective and hope that people will achieve it.

2.Are your salespeople sloughing for nine months knowing that eve

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

ry year at the end of the year you will offer your prospects special incentives to buy, therefore making it easier for your sales team to achieve their numbers du

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

ring the last quarter?

3.Is your management style such that you enjoy the pressure and like the rush of this push for three months?

Number two. If you are not f

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

miliar with the Pygmalion effect here is a short description. People perform according to your expectations of them. If they know that every year there is going

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

Following aspects would a

to be this fourth quarter push you may be indirectly contributing to their more cavalier attitudes for the first three quarters. Number three. If every year yo

dd to the challenges in developing combination products:

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

u have this fourth quarter push, people are going to tend to want to relax for the first few weeks of the new year to catch their breath and to recover. The prob

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

lem with this approach is that the beginning of each new year should be to get off to a fast start. It’s called the quick start concept. It implies that the pac

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

e of the rest of the year may be established during the first few weeks of the new year. If your people are playing catch up with follow-up actions and administr

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

ative stuff during this period they may not get into full selling gear until late in January or even February.

Thus the cycle begins again. To break this cycle

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

Professional from academic institutions, pharmaceutical industries, health care indust

why not consider a different paradigm - that each month is a calendar year on its own. In other words any short-fall in each month can’t be made up later in the

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

year. This is more an attitude than a policy. But if you foster this mindset in your employees you may be able to spread your total sales out more evenly each y

.

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

ear therefore avoiding this end of year push.

Keep in mind that the last 45 days of the year is one of the most stressful periods for most people due to the holi

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

Companies that provide selfless information through particip

days. If you add to this stress with this end of year push you are only complicating people’s lives making it even more difficult for them to perform effectively

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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