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Sounds too good to be true, doesn’t it? Stan Billue, a top telemarketing sales trainer in

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

the late 80’s, claimed that he had a sure fire technique that could double your sales in 90

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

Examples of combination products may in

days if you’d just follow it. So I did. And it worked!

The technique? Record your call

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

s. Everything that you are doing right, and every area you need to improve in will be reve

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

led to you in just a few days. And by being able to calmly listen to your qualifying/closi

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

Combination pro

ng calls all the way through, here are just a few of points you’ll hear that you may be mis

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

sing:

·What your prospect’s true buying motives are.
·What your prospect’s objections

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

are.
·Whether or not you listened to these and answered them.
·Whether you were

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

istening at all.
·If you talked past the close.
·Whether you heard their objectio

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

ns and answered them and then confirmed your answer and asked for the order - or just kept

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

pitching!

Everything will be there on tape and you and your manager can then go about corr

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

Following aspects would a

ecting your technique and immediately improving your success on the phone. The reason this

dd to the challenges in developing combination products:

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

is so effective is similar to the story of an ocean going ship that leaves port just 1 degr

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

ee off course. At first it’s not noticeable at all, but after 3 days of sailing, it’s hund

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

reds of miles off course! The answer? Constant assessment and correction.

The same is tr

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

ue for your sales team. If they are practicing poor sales techniques on their calls, and n

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

Professional from academic institutions, pharmaceutical industries, health care indust

one is correcting this, then they will continue to get the same results—usually not making

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

quotas. The sure fire way to correct for this is to constantly assess for and correct it

.

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

. And the fastest, most effective way to do this is by recording their calls and having yo

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

Companies that provide selfless information through particip

ur manager or trainer go over it with them. Try it, it works!

Copyright @ 2006 Mike Brook

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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