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What do we mean “Under the Radar”?

Getting under the radar is a way of sneaking in through the back door without anyone noticing. The Stealth Fighter plane is famous for evading the enemy’s radar systems so it can drop its bombs with precision accuracy. Harry Potter is legendary for his invisible cl

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

oak which allows him to sneak anywhere un-noticed.

Now if you, like me, believe wholeheartedly in ethical selling. In other words only selling something to someone who genuinely needs it and can afford it. Without a hesitation of doubt…then you need some selling under the radar tips because you can

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

Examples of combination products may in

use them with the belief that you’re legitimately helping the customer along the path of the sale.

Now that’s really important to get off my chest because it’s true to say that I honestly believe that if you have the slightest doubt whether to proceed with the sale, then you shouldn’t. Find a custome

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

r who truly needs your product or service.

Just like a rolling stone…someone needs to give it a little push first and then it travels a path. Customers sometimes need a little push along the right path and these tips will help you do just that.

Lets start with “under the radar” tip number 1, truisms

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

Truisms

A truism is a statement or sentence that is, without doubt, true and most people will find themselves agreeing to it. They are a great calming skill and all you're doing here is confirming to the customer what is true in their minds and allowing them to go into a state of comfort where there

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

Combination pro

are no hidden surprises.

Simply say things that are true for the customer, Keep them global at first such as

"Its a beautiful day today isn't it?"
"Parking’s a bit tricky in town at this time?"

Then later on you could use some truisms you've found out about the customer such as:

"Your family

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

is a real priority to you aren't they?"
"From the information on the form you obviously keep yourselves fit and healthy"
"Getting a service that will save you time is important to you, don't you think?"

As the customer relaxes and sees that your product is right for them...introduce some spe

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

ific truisms such as:

"So you agree your budget for the package is just under ?600 per month?" "You'd like to complete the forms now?"

Notice that I've tagged some of the questions at the end with what we call a 'yes tag'.

Yes Tags

These are little words at the end of the statements to get a posit

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

ive "yes" from the customer. Useful to gain a commitment to move the sale along. Yes tags come in all sorts of shapes and sizes and I just know you've used them before without knowing what they were called...haven't you?

Examples of yes tags...

Haven't you
Aren't you
Don't you
Isn't

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

it?
Won't you.

Just put one at the end of a truism, statement and your customer will want to nod their head in agreement.

But I'm sure you'll agree, won't you, that overuse is dangerous Chocolate is lovely in small doses - too much and you can become very queasy indeed...
...don't you think

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

Embedded Suggestions

This one does sound rather rude, doesn’t it? And this is the under the radar tip that is closely related to hypnotic selling.

You see, so much in our lives is automated. Our bodies and minds are on auto pilot constantly as we try to make sense of the signals we’re being bomba

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

Following aspects would a

rded with continuously. We do this because if we had to consciously focus on absolutely everything, we’d probably explode. Our conscious mind can only deal with between 5 and 9 senses at any given time, much less if you’re a man!

So everything else is dealt with admirably by our sub-conscious or beh

dd to the challenges in developing combination products:

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

ind the scenes brain processing. This is why brands are so powerful. We see Robinsons on the juice bottle and automatically buy it. We’re in the pub and see Stella on show and order a pint without giving it anymore thought, well I do anyway.

This rule of life helps us to understand why all these un

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

der the radar tips work but specifically embedded commands.

These are words or short phrases that we slip in with our normal conversation that are ignored but subliminally processed by our customers to have an effect. Here’s some examples:

“I, like many other people, enjoy driving”
“Buy now, Mr

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

Smith, you’re wondering what benefits this product gives you…”
“You, like me, enjoy getting value for your money”
“I’m hoping you’ll want to place an order right now, but before you do…”
“Buy the way, let’s have a quick summary of the benefits of this plan.”

So there are 5 examples for

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

you of embedded suggestions. You’ll notice, like many other people reading this article, that I mis-spelt buy. It should be by. But the reason I did this was to show you that some words have more than one meaning and the brain has to process all the various meanings before it arrives at the right on

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

Professional from academic institutions, pharmaceutical industries, health care indust

e. So the customer is thinking about buying without knowing it.

Also I really want the customer to like me, so I embedded the phrase in and at the same time drove home the fact that I like lots of people. The other phrases are just suggestions that I openly stated. These all slip under the radar or

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

into the sub conscious and start working for you.

Negation

These are similar to the previous tip but slightly different so they need a separate category. If I said to my 8 year old son, Euan…don’t worry about the carol concert this afternoon, what do you think he’ll think? That’s right he will worr

.

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

y because I’ve suggested he shouldn’t but just by suggesting this I’ve reminded him of his fears.

Likewise if I said to you now please don’t ever consider eating an apple. You’ll consider eating an apple. You can’t stop yourself because your brain has processed the positive before obeying the don’t

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

Companies that provide selfless information through particip

command. Use this in sales to make suggestions that you don’t want to be accused of later. For example:

“Don’t think for a moment that you need to decide to go ahead today” “I’ll not be asking for the order today”

Good aren’t they? You don’t have to get excited about all of this right now, do you

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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