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Digg It - Right Handed Sales, Left Handed Marketing
When Sales & Marketing Communicate Effectively, They Will Succeed.
Never has a marriage between two groups in an organization been more important than that between Sales and Marketing. It is a match made i
Never has a marriage between two groups in an organization been more important than that between Sales and Marketing. It is a match made i
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
n heaven. Isn’t it? On one hand you have the sales group that is given the responsibility of building direct and indirect customer relationships that result in sales revenues and profit. On the other hand,
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
arketing executes the promotional activities, such as advertising, marketing, public relations, web site design, and internet marketing initiatives that support those sales activities and work with the sale
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
team to uncover prospects through lead generating initiatives.
It sounds simple enough. And some brilliant CEO further ensured the successful cooperation of the two groups through invention of the Vice Pr
It sounds simple enough. And some brilliant CEO further ensured the successful cooperation of the two groups through invention of the Vice Pr
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
sident of Sales & Marketing. Unfortunately, even this measure hasn’t eliminated disharmony between the groups.
To alleviate this problem, let's first define the type of relationship to which you should as
To alleviate this problem, let's first define the type of relationship to which you should as
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
pire - it can be summed up with a few powerful words: Symbiotic, that is, having a cooperative and mutually beneficial relationship between two dissimilar persons or groups; Synergistic, which is having an
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
nteraction of discrete agencies or agents such that the total effect is greater than the sum of the individual effects. (Merriam-Webster); and Aligned, which means situated in a similar direction in support
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
of, or opposed to a party or purpose.
How well the sales and marketing relationship resembles those words depends greatly on how well the groups communicate with each other.
Here are a list of suggestions
How well the sales and marketing relationship resembles those words depends greatly on how well the groups communicate with each other.
Here are a list of suggestions
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
for the sales and marketing teams to improve their communication and understanding of their roles in building performance and efficiencies for their organization:
1. Work together to develop a market segme
1. Work together to develop a market segme
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
ntation plan that can be used to more accurately direct marketing and sales activities.
2. Build cross-functional teams comprising appropriate sales and marketing representatives that focus on identifying,
2. Build cross-functional teams comprising appropriate sales and marketing representatives that focus on identifying,
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
researching and proposing initiatives that help the organization gain competitive advantage (i.e. identify an online competitor/s that is/are eating away at an important niche product market share. Then, de
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
elop online and traditional marketing initiatives that make it more attractive for customers to purchase those products from your company, rather than your online competitor).
3. Measure and communicate su
3. Measure and communicate su
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
cesses and failures as a sales-marketing team. This will actually have the effect of creating more interaction and cooperation.
4. Have a formalized information-sharing program. This could be in the form o
4. Have a formalized information-sharing program. This could be in the form o
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
f a monthly field intelligence meeting and/or monthly lunches between key representatives from each group. In this forum, the groups should be sharing results from all relevant initiatives, customer and pro
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
pect feedback, competitor activity, SWOT, etc.
5. Develop presentations for new initiatives together, rather than separately. The decision-makers will find it difficult to reject well-presented initiatives
5. Develop presentations for new initiatives together, rather than separately. The decision-makers will find it difficult to reject well-presented initiatives
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
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
that are developed cooperatively and carry the support of the sales group.
There are many nuances and very effective initiatives that could be added to this list, as well, but these provide a good starting
There are many nuances and very effective initiatives that could be added to this list, as well, but these provide a good starting
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
point for building stronger results.
In conclusion, as important as it is that sales and marketing work together, they must also recognize their separate roles, like those of right and left hands. Those ro
In conclusion, as important as it is that sales and marketing work together, they must also recognize their separate roles, like those of right and left hands. Those ro
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
les are determined by individual talents, education, experience and ambition. Sales professionals don’t typically excel at graphic design. And, marketing strategists don’t corner the market on sales ability
.
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
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
Only through communication will you determine how to maximize the coordination of your right hand and left.
If you require assistance in developing a team building program that will help these groups com
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
unicate and work more effectively together, please contact Danskin Creative Communication at the link provided in the below paragraph, or contact Staub Leadership Solutions at http://www.StaubLeadership.com
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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