Digg It - Business

For attendees of my Telesales Rep Colleges, and customized training programs for clients, I have a standing offer of evaluating their opening statements afterward. Here are a few

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

submitted by the pros at Dobbs Publishing, a group of niched magazines for auto enthusiasts.

Joe Galloway faxed over several openers. The first one: “Good morning Mr. Grabows

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

Examples of combination products may in

i, my name is Joe Galloway. I am with Dobbs Publishing and Super Ford magazine. If I've caught you at a good time I'd like to discuss your mail order program to determine if we 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.

ght be able to help increase your profitability in this area of your business.”

Not bad, but we can make it better. First, this opener touches on the time issue before mentionin

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

the possible result the prospect will get. Although I like this method of respecting the listener's time, I suggest it appear after the possible benefit.

Although the remainder

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

Combination pro

of it has a better chance of creating interest than resistance, let's spice it up by getting a bit more specific with the possible benefits.

Here's a suggestion.

After introduc

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

ng himself and the magazine, Joe could say, “I notice that you target Ford enthusiasts with your mail and phone order ads. Our magazine reaches proven direct marketing buyers, an

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

if I've caught you at a good time, I'd like to discuss some potential opportunities to promote to Ford owners who you might not be reaching now.”

Here's another Joe submitted.

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

“I'm Joe Galloway with Dobbs Publishing. We specialize in reaching mail order customers through seven very targeted automotive magazines. If I've caught you at a good time, I'd l

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

ke to review the opportunities that these titles might afford you to strengthen your mail order programs, and ultimately maximize your profitability.”

I like the first part, but

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

the second half got a bit wordy and formal. Let's make it more conversational with “If I've caught you at a good time, I'd like to discuss some ways you might be able to get more

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

Following aspects would a

catalog and mail order customers.”

A Call to an Existing Customer

Matt French submitted one for a call to a regular advertiser, with the call objective being to increase the ad

dd to the challenges in developing combination products:

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

size.

“This is Matt French from Super Ford Magazine. I'm calling this morning in regards to the current ad you are running with us. I've noticed you have quite a few products in

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

your 2/3 page ad, and I was wondering, depending on how much you plan on growing your business this year, if you would have a few minutes to discuss the opportunities that exist

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

n gaining more market share by increasing your ad size?”

First, referring to the customer's existing situation is good, since it lets him know you're actually thinking about him

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 opposed to just “smilin and dialin.” What I would avoid, though, is any mention in the opening statement about increasing ad size. They're not ready yet; they'll look at that

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

Professional from academic institutions, pharmaceutical industries, health care indust

s an expense, not at the potential return.

Here's an alternative. “I was reviewing the products in the ad you're now running with us, and came up with some ideas. Depending on w

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

at your growth and promotional plans are for the next year or so, I might have a few options worth considering to generate more revenue from your ads.”

Notice that instead of ta

.

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

king about increasing ad size, we mention increasing the revenue, which is really all the advertiser is interested in. After getting into the questioning part of the call, then w

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

Companies that provide selfless information through particip

can make the recommendation on the larger ad size, and he'll be much more receptive to it, since we will have explained how it will increase the revenue.

Overall, nice job guys

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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Automotive dealerships are notorious for outsourcing services, both services they sell to the customers and those operations they do in-house on their own vehicles. Take for instance auto detailing; each new car coming off the truck must be detailed prior to being placed on the lot. Each car that is traded in during the sales process must also be detailed in order to be put onto the used-car lot or sold at the auto auction.

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