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There are three kinds of salespeople:

(1) Those who hate cold-calling, and would rather get a route canal;

(2) Th

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

ose who love and hate it, knowing it’s good for them, but are still uncomfortable doing it;

(3) And those who actu

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

Examples of combination products may in

ally look forward to doing it, who find it exciting and challenging and financially rewarding.

99% of the people I

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

ve trained are in the first two groups. They are only moderately successful as salespeople.

The real winners teach

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

themselves to enjoy cold calling, to relish the thrills and spills and the special status that accords to the Big

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

Combination pro

ogs, who really know how to hunt.

Speaking of which, there are three kinds of hunters:(1) Those who want to hang a

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

round the campfire and tell stories; (2) Those who stay near the campsite, gathering berries and low-hanging fruit;

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

and (3) Rambo’s.

Of course, you remember Rambo, the movie character brought to life by Sylvester Stallone. He was

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

the guy that the small town Sheriff tried to bully. The Sheriff’s name, by the way, was Dummo.

Rambo can do it all

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

fashioning a poncho from a scrap of canvas, hunting with only a knife, some self-made string, and his grit. And he

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

, better than anyone else can survive and thrive on adversity.

I was doing a ride-along with a salesman in Florida

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

Following aspects would a

whose specialty is building his insurance accounts by cold calling at business parks and out of the way factories.

dd to the challenges in developing combination products:

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

I asked him why he enjoyed cold calling so much. Here’s how this Rambo replied:

“You never know what opportunitie

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

s you’re going to walk into, “ he beamed, brightly.

A second later, we passed through a portal only to find a mill

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

on-watt, gorgeous smile waiting for us.

I’ll tell you why I like it. Once you can successfully cold call, you can

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

accomplish anything else in selling. It’s like bench-pressing 300 pounds and then cutting back to 100.

A Rambo who

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

Professional from academic institutions, pharmaceutical industries, health care indust

is handed a warm lead swarms all over it, and doesn’t back off until a deal is made. If he’s so lucky as to receive

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

an inbound call, well, the game is over.

He’ll definitely transform the lukewarm inquiry into a sizzling sale, on

.

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

the spot—-no call backs, or “Please send me a brochure” dodges, allowed.

Don’t believe anyone who says cold callin

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

Companies that provide selfless information through particip

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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