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For many years, I actually believed my customers and prospects when they gave me excuse after excuse for not buying from me. With my custo

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

mers, the excuses came when I tried to convince them to try a new product they were not currently using. But from my prospects, the excuse

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

Examples of combination products may in

s were for not doing business with me at all.

Why is it, you might ask, that one customer was willing to take a chance on a new product an

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

d another is afraid of being a pioneer? After all, it is the pioneer who runs the biggest risk of getting an arrow in the back.

There’s n

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

single answer to this question, but many times the answer lies with the prospect’s personality. Some prospects are risk takers and others

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

Combination pro

are so conservative that they will only try something new if everyone of their competitors in the community has already begun to use it an

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

d experienced no problems. Other times, the prospect simply has doubts that the salesperson has yet to overcome.

What’s the best way to f

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

ind out the “real reason?” Ask.

Here’s one way to phrase your question:

“Mr. Prospect, you have told me that [new product name] is attra

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

tive, reasonably priced and that you believe it will save you labor dollars. Yet, you still don’t seem to feel comfortable testing [new pr

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

oduct name]. If you don’t mind my asking, what is standing between you and giving [new product name] a try?”

Another reason we often find

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

that prospects won’t give a new product a try is because the “devil they know versus the devil they don’t know.” In other words, what the

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

Following aspects would a

y are using now is working for them. They’re not getting any complaints.

Therefore it’s sometimes necessary to make prospects realize tha

dd to the challenges in developing combination products:

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

they’re not as well off as they thought they were. Without first suffering some amount of PAIN, many conservative people simply won’t mak

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

e a move to something new.

How do you make a prospect suffer some pain? Again, some well-designed questions frequently help.

“Have you e

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

ver taken time to figure how much labor it’s costing you to manufacturer [name of the product prospect is currently using)?”

“In what ways

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

would it affect your company if one of your key competitors had discovered a way to reduce cost by, say, $1,500 per unit?”

“How much time

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

Professional from academic institutions, pharmaceutical industries, health care indust

would it save you if your materials were placed at strategic locations around the job rather than dumped in one spot?”

“How call backs wou

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

ld it save you if we were to completely encase each shipment in plastic to prevent weather damage, theft, etc.”

You have to help your pros

.

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

pects SEE themselves benefiting from your product or service.

By becoming a problem solver rather than merely a salesperson, you’ll find t

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

Companies that provide selfless information through particip

hat your sales will really take off. So instead of selling products, try selling solutions to your customer’s and your prospect’s problems

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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