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A large metropolitan newspaper has a 300 seat call center.

Every 90 days, on average, it turns over every one of those seats. Its annual telemarketer turno

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

ver rate is 400%, costing an estimated six million dollars. Twelve hundred new people have to be recruited, trained, and terminated to enable this behemoth

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

Examples of combination products may in

to simply keep going.

Internally, a large infrastructure of trainers and call monitors must be maintained, simply to service the demand for telephone-ready

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

personnel. It is not in the interest of these people to tame the telemarketing turnover problem. It is this very problem that gives them ongoing employment

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

and job security.

In fact, it serves their purpose to be incompetent, because if recruits are never sufficiently trained, they’ll be more likely to come a

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

Combination pro

nd go, feeding this lumbering labor machine again, and again. The remainder of the human resources staff also benefits from the incessant recruiting, interv

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

iewing, and related start-up tasks involved in bringing new people aboard, purging them, and replacing them.

There is a simple solution to the turnover pro

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

lem: double the pay of the telemarketers.

That’s what six million dollars could do, overnight. People will not willingly leave a much better paying job.

Y

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

et, this is the last thing that a company of this kind would consider.

Why?

(1) It wouldn’t look good on the balance sheets. It is easier to justify large

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

recruiting expenses, which appear temporary, than to have a higher, apparently permanent payroll. For a similar reason, outsourcing appears to the bean cou

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

nters to be cheaper, though in reality it can be pricier than maintaining employees on your own books.

(2) There is a fundamental bias against paying telem

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

Following aspects would a

arketers more money. Because many of them are young, old, students, single parents, handicapped, they seem marginal, and so they’re underpaid, under-rewarde

dd to the challenges in developing combination products:

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

d. If you think I’m wrong, compare the pay of outside versus inside salespeople, and then try to logically justify the striking differences.

(3) There is t

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

he generalization in place that turnover and telemarketing simply go together: you can’t have one without the other. Yet when you ask, as I did the other da

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

, a manager how long the average rep stays aboard, he’ll say one month. In the next breath, he’ll tell you that his best producers have been with him two an

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

d three years, respectively. Why are they making it, while others aren’t? Obviously, some people can do the job well, and like it.

(4) There is fear in man

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

Professional from academic institutions, pharmaceutical industries, health care indust

agement ranks that a bidding war for personnel will break out if one company pays above-average wages. This thinking is spurious. The money is already being

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

spent, again on the lumbering labor machine. Higher pay simply redirects it, while staunching losses.

There are other ways to attack the turnover problem,

.

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

including significantly better, professional training, and professional management. No matter how you slice it, these improvements also require redirected

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

Companies that provide selfless information through particip

financial resources.

Telemarketing turnover can be tamed, and it will be, when senior management opens its eyes and starts to seriously address the problem

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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Advertising is more than just the means of disseminating product information. It is a primary communications tool of our economic system. Moreover, aside from its diverse role as a persuasive communication tool, it is also part of the everyday culture of virtually everyone. Actually advertising is a part of our social, cultural, and business environment.

When marketing any of kind you need to decide who you are going to market to. The right audience means the desired sells and revenue you seek. Building a list can provide you with the people you seek to market to. To begin your list simply write down those people closest to you. Friends and family, of course you will market to them but this will not lead you

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