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Immediately after dropping off breakfast for me and my brother, the waitress was suddenly overcome with sheer excitement. It was as if she had remembered something incredibly important, or

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

maybe had just a few too many cups of coffee. She leaned in and exclaimed, “I’ll be right back with some ketchup for you!”

The waitress scurried away, returning a few seconds later with a

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

Examples of combination products may in

bottle of ketchup, which she proudly placed square in the middle of the table. With her hands on her apron, she admired her job well done.

Puzzled, my brother and I looked at each other.

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

id anyone actually ask for ketchup? No. We hate ketchup with breakfast. Even the thought of ketchup with breakfast makes my brother sick. Yet, because the waitress liked ketchup, she thou

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

ght we would like ketchup. So, we were stuck sitting there staring at a bottle of ketchup throughout the entire breakfast.

Like the waitress, salespeople often act with best intentions, bu

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

Combination pro

fail to realize that customers may not be as excited about their product as they are. Jumping the gun and acting as if everybody is as excited about one product or feature may leave you wi

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

th just a blank, confused stare from your customer.

Take the copier salesperson, who rushes to tell his customer about the new dual reversing copy feature that is revolutionizing the market

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

. What? Or the textile rental salesperson that excitedly tells the customer that their garments are made with Fortrel. Huh? Or the radio advertising salesperson that calls with a special

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

deal on getting an ad placed during a new show that the customer has never heard of.

My friend, take a step back and remember where your customers are coming from. They do not spend 40 hou

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

rs a week thinking about your products like you do. They know what they know; you know what you know. Don’t assume it’s the same thing.

Behind every great product, every great feature, an

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

every exciting change to your catalogue of goods lies something the customer actually does care about. It is up to you, not them, to figure out what it is and what that means for them.

Ke

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

Following aspects would a

ep the excitement because it can sell products often more effectively than actual product knowledge. However, make sure that the excitement is easy to decipher. Don’t make your customers b

dd to the challenges in developing combination products:

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

uy the Salesperson’s Dictionary of Jargon just to understand you. Change how you deliver that excitement; convert your product knowledge into simple-speak.

With simple-speak, the copier sa

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

esperson can excitedly tell their customer that they’d be happy to know about the dual reversing copy feature, since they spend so much time copying driver’s licenses. They can assure their

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

customer that it will cut down on time and money spent in their office, and that seeing this feature in action will make them just as excited about the product.

Simple-speak allows the tex

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

ile rental salesperson to explain how their new garments will keep their team cooler in the summer and warmer in the winter. When the customer’s team tries these garments on, they will be j

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

Professional from academic institutions, pharmaceutical industries, health care indust

ust as excited as the salesperson who sold it.

When blessed with simple speak, the radio advertising salesperson can explain that the company’s new show is going to really make a splash in

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

the market. The popularity of the new show will therefore increase the advertiser’s popularity. Knowing this, the customer will be just as excited about this rare opportunity.

Now take a

.

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

oment and reevaluate your excitement. Are you muddying up your delivery with jargon and ill-placed energy?

Retain the energy and excitement, but boil down the product information. Use lan

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

Companies that provide selfless information through particip

guage that is so easy to understand that even a second grader could understand it. You’ll guarantee that your customers won’t be staring at your product wondering, who asked for the ketchup

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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