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Do you like cold calling? Most salespeople don't. In fact, many people avoid a sales career because the idea of cold calling is so distasteful. And many sal

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

espeople fail in sales or never reach their true potential because they have never mastered cold calling.

So let's look at the art of cold calling in its s

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

Examples of combination products may in

mplest form. Cold calling is picking up the phone and calling someone you don't know. Most of us don't have any problem picking up and using a phone; in fac

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

t, we do it all day long. We're also able to talk to people. So the "stigma" of cold calling has nothing to do with the physical act of picking up, dialing

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

r using the phone. It also doesn't have anything to do with talking to someone.

When we look at why we avoid cold calling, it usually centers on our fear o

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

Combination pro

rejection, fear of failure or fear of the unknown. We're afraid someone is going to be annoyed with us, be mean to us, or won't respond in the way we want.

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

So the first step in overcoming our fear of cold calling is to recognize that our fear is self-imposed. It's stemming from us. It's our perception and att

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

tude about cold calling that paralyzes us. Of course that means that we are also the only ones that can break the shackles that we've put on ourselves.

The

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

e are two main qualities of fear. First, fear is imaginary. In other words, our fears are our thoughts; they're in our head. Second, our fear of cold callin

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

g is always in the future. We're afraid of something that hasn't happened yet. While everyone may have fear to some extent, when we let it imprison or limit

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

us, we have given it too much importance. Keep in mind that FEAR is "False Emotions Appearing Real."

Changing our attitude and fear about cold calling is e

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

Following aspects would a

sier said than done. Remember, our attitudes are habits of thought so to change our attitudes will take some real effort on our part even if we consciously

dd to the challenges in developing combination products:

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

recognize that our fears are not rational.

To conquer our fear of cold calling, remember these three basic facts about fear:

1. We all possess fear to som

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

extent. It's normal. In fact, learning to channel your fear and the rush of adrenaline it causes can be very motivating. Fear is only debilitative when it

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

ontrols your life to the extent that you limit or alter your activities. When you exercise your control of fear, you are making a conscious effort to choose

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

your own path.

2. The fears that immobilize us are usually unfounded. What's the worse case scenario? In other words, what would happen if your fears actu

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

Professional from academic institutions, pharmaceutical industries, health care indust

lly came through? In the case of cold calling, a prospect may hang up on you or get short with you. While it may not be pleasant, it certainly isn't life-th

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

eatening either.

3. Fears are thoughts and you have complete control over them. You have the power and ability to replace your fearful thoughts with positi

.

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

ve ideas and realistic expectations.

To overcome your fears, you have to change your mind. One easy way to start that process is to use your fear as a lear

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

Companies that provide selfless information through particip

ing opportunity. In other words, you need to prepare for failure, rejection or the unknown. Your preparation will help you replace your fear with confidence

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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