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Everyone picks up the telephone to do business. Yet the word “telemarketing” has many negative connotations for people. However, telemarketing is m

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

erely a term for conducting business over the telephone. Whenever you pick up the phone at work to make or receive a call you are “a telemarketer”

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

Examples of combination products may in

Over the years telemarketing has evolved into the following applications:

1. Business to Consumer

2. Business to Business

Within these classifi

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

cations, there are two separate functions: inbound and outbound. Inbound is generally thought of as customer service, and outbound is used for sale

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

or surveys. CSR is telemarketing shorthand for Customer Service Representative. TSR is telemarketing shorthand for Telemarketing Sales Represent

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

Combination pro

tive.

In order to increase response rate, many firms use a combination of direct mail and telemarketing.

Generally the telemarketing call follows

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

the mail piece. If the client or prospect requires additional information, a follow up first class mail piece, fax or email is sent.

A soft sell

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

works best for long term buyer -seller relationships. Each prospect call begins by letting prospects know the organization might be able to solve p

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

roblems/fill needs. We then ask a series of questions to determine what their situation is and how the products can best help them. The offer is ma

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

e and we ask for agreement - also known as the close. Rep’s are expected to overcome objections and show how close a match the products are to the

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

prospect’s needs.

The steps in a sales presentation:

1. Opening

2. Offer

3. Trial Close

4. Objections

5. Close

Most Telemarketing units use

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

Following aspects would a

a “script”, a written, planned presentation. Actually, all salespeople use planned presentations; but as no one can see the telemarketer, these can

dd to the challenges in developing combination products:

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

be written down. A good script is used as a guideline as opposed to a verbatim speech. The presentation should inject some of the rep’s personalit

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

y and be flexible enough to personalize each call.

During the course of an “average” day a Telephone Sales Rep will:

• Dial the telephone 200 tim

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

s

• Reach voice mail 80 times (out of 200)

• Reach a decision maker to make a presentation 20 times (out of 200)

Telemarketing is no longer th

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

stepchild of company’s marketing efforts, in many cases telemarketing has become the focal point for dynamic expansion. As the cost of field sales

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

Professional from academic institutions, pharmaceutical industries, health care indust

endeavors continues to rise, more and more firms are using telemarketing to cost effectively increase their business. In 1988, US News and World R

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

ports published a report citing 8 million telemarketing jobs by the year 2000. At a time when most telemarketing employment seemed to be part time

.

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

(targeted for housewives, students and retirees)or hard sell boiler rooms, this number seemed tremendous.

Today when most telemarketing positions,

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

Companies that provide selfless information through particip

particularly in the business to business arena, are being held by experienced full time professionals, perhaps 8 million just scratches the surface

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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