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Pick up a typical report and what words do you find? Verbs like analyse, forecast, plan, assess and schedule, are used in pursuit of organisations that are efficient, productive and predictable. W

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

hat set of people are required? Obviously, people who are efficient, effective, proficient, competent, productive and co-operative. But I believe we need to go beyond – we need to be inspired, mot

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

Examples of combination products may in

vated, creators, who are enthusiastic and able to consistently deliver against our key objectives. We should be developing individuals who are not afraid to challenge paradigms, who are prepared t

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

o go that extra yard in search of excellence and who understand that success is 80% attitude and only 20% aptitude.

For a group of people to remain consciously competent at optimum performance le

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

els, they require frequent injections of stimulation, motivational guidance, prompting and directing, otherwise they can easily lapse into becoming unconsciously competent or worse, unconsciously

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

Combination pro

incompetent.

The primary objective of a professional Sales Manager has to be:

“To achieve consistently superior results, through the performance of every key individual.”

The Acid Test: When

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

thinking about your own sales force,

- Do you understand their motivators – what is driving them?

- Do you have visibility of their numbers – year to date, forecast vs. required performance?

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

- Activity levels – are they working hard and smart enough?

- Engagement – are they talking to the right level in their prospects/accounts?

- Messaging – are they capable of delivering an appr

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

priate message at the right level?

- Qualification – are they only spending time on deals where they can compete and ultimately that they can win?

- Closing – are they constructing successful ca

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

mpaigns and closing business?

Controlled Management:

The basis of Controlled Management is to provide a means of effective management by adopting different approaches in different

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

ituations with different people. Studying the approach and methods of great leaders in history, shows a variety of styles and proves the point. Compare for example, the styles of leadership displa

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

Following aspects would a

yed by say, Montgomery at El Alamein, Pope Jean-Paul II and the Roman Catholic Church or Bob Geldof and Live Aid. All three proved themselves effective leaders but in totally disparate situations

dd to the challenges in developing combination products:

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

nd with very different groups of people. Controlled Management is a model, which provides guidance on the most effective management style to adopt in certain situations, with different types of pe

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

ople.

CM is a model, not a theory. The difference is that a theory attempts to explain why things happen, whereas a model is a pattern of events, which can be learnt and repeated.

There are four

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

management styles: Directing, Coaching, Supporting and Delegating.

Each style is appropriate in certain circumstances and they can be illustrated as follows:

Directing - Low Supportive, H

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

igh Directive.

Delegating - Low Supportive, Low Directive.

Coaching - High Supportive, Low Directive.

Supporting - High Supportive, High Directive.

CM is a way of describi

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

Professional from academic institutions, pharmaceutical industries, health care indust

g and analysing leadership styles. It is a combination of directive and supportive behaviours.

Directive behaviour involves telling people what to do, how to do it, where to do it, when to do it

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

and then closely supervising this performance.

Supportive behaviour involves listening to people, providing support and encouragement for their efforts and then facilitating their involvement in

.

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

roblem solving and decision-making.

Summary:

Top performing Sales Directors and Managers understand instinctively when a situation requires them to Direct, Coach, Support or Delegate but

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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A long copy sales letter is the kingpin of your marketing campaign, but it does not perform on its own. By itself it is not strong enough to get the cash flowing for your business. There is also support copy that is often ignored in the copywriting process yet it is just as critical to the overall success of the sales letter.

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