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How many times have you hired a new sales person and because he or she was experienced and successful somewhere else, they understand how to be successful in your orga

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

nization? Moreover, did you take for granted that the new salesperson understood what was expected of them on the very first day they began with you? And unfortunate

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

Examples of combination products may in

y sometime later discovered they do not have your company’s sales process, policies, procedures and prices well understood?

In many ways you vest authority to your sa

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

lespeople to make instantaneous decisions when in the customer and prospect presence. Unless your salesperson is fully knowledgeable (and that means tested in some fa

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

hion) about how it is done in your company, predictably a few things will come unraveled.

Try this the next time you bring a new salesperson aboard; that is try the “

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

Combination pro

all of string” approach.

As you verify assigned minor goals and objectives are being completed, you can let a little string off the ball to see how the increased auth

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

ority and responsibility is handled. Then, as more difficult objectives are completed you let a little more string out, giving a little more opportunity to demonstrat

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

their grasp of your company. After successive measurement periods you will have an understanding of exactly what the new salespersons' capabilities are so far. Now

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

ou are in a position to identify what skill set, additional product or company knowledge is required for enhanced performance - or if corrective action needs to be tak

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

en.

Why do this? Coaching your salespeople to improved performance involves understanding any present competencies, as well as those areas that need shoring up and i

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

provement. When you turn your new salespeople ”loose” if you will, you will discover further along that what you had assumed at the start was most likely premature.

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

Following aspects would a

hey are not ready to be considered a full-fledged salesperson – at least not yet in your organization. Assuming they are up to speed too soon probably will require 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 to intervene, or worse yet perform triage in rectifying scenarios created from lack of company policies, procedures, processes, practices and product knowledge. Also

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

expect to receive phone calls from your prospects and customers asking you ‘what is going on with your company anyway?’

Try the “ball of string” technique the next ti

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

e you select and hire any new salesperson. Letting a little string out as you go and as objectives are meet ensures you know where the new hire is in their understand

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

ing of your organization. You’ll find you understand how well the basics are understood, as well as what you need to address with them so they continue to improve. Th

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

Professional from academic institutions, pharmaceutical industries, health care indust

ough continuous observation and coaching, you will always be able to judge what remains open for improvement; letting a little more string off the ball as you go.

And

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

oh yes, lest we fail to mention, something for your own piece of mind.

Doing it this way will avoid being awake nights wondering when you personally must get involved

.

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

in sweeping up the broken glass created by incorrect information about your company’s sales process, policies, procedures and prices with your customers and internal

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

Companies that provide selfless information through particip

upport organization. Moreover, the last thing you want to deal with is an upset customer that is barraging you with complaints about the new salespersons' sales style

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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