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Many years ago I attended a sales workshop in Arizona. It didn’t take much to convince me to leave Toronto Canada in the middle of winter and go to Scottsdal

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

e. Little did I know how much that trip would change my outlook on selling.

Let me digress for a moment. Upon arrival at the hotel I was immediately impress

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

Examples of combination products may in

ed. A beautiful setting, first class service, lovely room, and sun, lots of warm sunshine! The next day, regrettably we were indoors for the first of three d

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

ays in a meeting room, 17 of us, indoors in Scottsdale. On the breaks many of us would rush to stand outside and enjoy the sun. It was on one of these breaks

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

we were standing at a side entrance to the hotel when a large number of very tall men approached. Now I’m not a tall person. I stand 5”7” first thing in the

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

Combination pro

morning before gravity sets in. Many of my “friends” nick named me Mini. Turns out these “giants” were the San Antonio Spurs basketball team in town to play

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 Phoenix Suns. They were using a side entrance to avoid fans at the front of the hotel. I don’t think I came up to the belly button of one of them!

But

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

back to the sales workshop. Our facilitator had a captivating Texan drawl, causing me to listen intently to his stories and tips based on years of experience

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

. The content was terrific, the group really bonded, and the three days evaporated. Towards the end of the final day I just had to ask a question of our wor

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

kshop leader who had so impressed all of us. I was about to have one of those “ah huh” moments in life.

I asked “If you could share only one piece of advice

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

on how to be a top sales person what would that be?” I’ll never forget as he went into a pensive stance, holding his elbow while putting his forefinger to h

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

Following aspects would a

is lips, “What a tough question.” He then paused for maybe a minute or two, it seemed longer.

What he shared was so profound I have added it to my repertoir

dd to the challenges in developing combination products:

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

e of sales truisms. It has shaped my philosophy and behavior ever since. He started by cautioning us that in the sales profession we run the risk of develop

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

ing egos bigger than the moon. Top sales people think of themselves as super stars and want to be in the spotlight. Confidence he said is a good thing, and r

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

ecognition at the appropriate time and place is important in fact necessary, but an unchecked ego can do damage. And here it came, he paused and with convict

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

ion added, “If there is only one piece of advice I’d ask you remember, it is to always shine the spotlight on your prospect or client. They are the most impo

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

Professional from academic institutions, pharmaceutical industries, health care indust

rtant person, not you!” The room went silent. Our egos on pause, we reflected hard on what we just heard.

For some reason my thoughts turned to the Spurs wh

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

o, two days earlier had walked past us. They play under the spotlight all the time. Fans pay to enjoy their athletic excellence on the court. We want them to

.

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

be in the spotlight, we want them to succeed, and we want them to win.

In sales, we’re not playing basketball. It’s a different game, and it’s one of the b

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

Companies that provide selfless information through particip

est games in the world. If the sales arena is where you play and you want to win, remember these words of wisdom.

Always shine the spotlight on your client.

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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The last time I checked, which is to say, yesterday, the average open rate for an email donor newsletter was 37%. That means 63 percent of donors are not opening the email newsletters they’ve asked to receive.

Avoid telling tall tales in marketing. Your integrity and believability are the keys to creating a loyal following of customers who trust what you have to say.

This paper provides an insight into socio-technical systems as supporting organizational values. Discussed in brief terms are values and in more detailed terms socio-technical systems (STS). Provided here are examples of how elements of STS interrelate and an organizational view of beliefs and commitments as associated with STS. Scholarly research hints the value of STS is not new and has provided organizations with deeper worker commitment to each other and the organization.

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