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If you are not seeing the sales and marketing results that you desire you might want to take a hard look at your communication style for both spoken and written communications. You could be getting in your own way.

Think a

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

bout your goal in every communication you have with a prospect or customer. Then look at how you communicate with that prospect or customer. Are you getting the looked for results?

Recently I offered a series of free teles

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

Examples of combination products may in

minars. My goals for the teleseminars were to help attendees with difficult prospecting issues and to introduce a new product, “Cold Calling College.” As an incentive to purchase the product I offered a one-day only discoun

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

(standard marketing procedure.) Here is an e-mail that I received from one of the participants:

“Dear Wendy,

“I thought the concepts on the cold calling telecall today were valid, however, somewhat rudimentary for me. I

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

ould consider purchasing ‘Cold Calling College’ for the scripts…. my Area Director is in Prague [so] I cannot get approval until next Monday. To get the approval I will need to sell its value as being more advanced than wh

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

Combination pro

t I have thus far seen. Considering these factors… I would like to request that the discount still be offered to me next week.”

It was fascinating that this participant e-mailed to request a favor, an extension on the dea

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

line to purchase the product, yet she chose to start out her request by disparaging the teleclass and the offer. Hmmm… She’s getting in her own way.

I did not take this personally. Actually, I found it to be rather amusing

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

We have sold many, many copies of “Cold Calling College” and will continue to do so. One sale more or less will not make or break us. I replied with a polite e-mail that the deadline to purchase was midnight that night and

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

could not be extended.

In thinking about this communication I wondered had she sent a different e-mail would I have been more inclined to grant her request? How could this participant have changed her communication to make

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 more likely to get a positive response?

Let’s see…

It’s always a good idea to start out a request with an acknowledgement. It puts the recipient in a good frame of mind. It is also important to tell the truth. The issu

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

here would be for this participant to find something she could acknowledge. How about this:

“Dear Wendy,

“Thank you for taking the time to offer this free teleclass.”

This is the truth. The class was free. It took some

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

Following aspects would a

f my time. This was a statement the participant could easily have made without compromising her feelings about the class.

Next, outline the problem in a positive manner, again always telling the truth. In the original e-ma

dd to the challenges in developing combination products:

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

l this participant said, “I would consider purchasing ‘Cold Calling College’ for the scripts… my Area Director is in Prague [so] I cannot get approval until next Monday.” (The subtext of this sentence is that there is nothi

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

g important in the product except for the scripts.) How about this instead:

“I’m interested in purchasing ‘Cold Calling College,’ but I need to get my manager’s approval to do so. She is in Prague until next week.”

This a

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

proach is much softer and is also true. She did have some interest in purchasing “Cold Calling College.” In this approach she is not promising to buy, she is simply expressing interest in a positive manner. She did not have

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

to minimize the value of the product to make this request.

Next this participant said, “I will need to sell its value as being more advanced than what I have thus far seen.”

This is totally unnecessary information for the

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

Professional from academic institutions, pharmaceutical industries, health care indust

recipient, it’s also rather insulting. She should have skipped this sentence altogether.

Then ask for what you want. It is also a good idea to acknowledge that your request is out of the ordinary.

“Would you be good enoug

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

to give me an extension on the deadline?”

Had this participant followed this outline, I might very well have granted her the extension she requested.

Think about every communication that you have with a prospect or custo

.

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

er. Ask yourself, “What is my goal?” Then ask yourself, “What is the best way to frame this communication so that I get the desired result?” Ask yourself, “How might my prospect or customer react to my words?”

Asking yours

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

Companies that provide selfless information through particip

lf these questions before you communicate with a prospect or customer will keep you from getting in your own way. It will help you to create easy, stress-free communications. It will also help you get the results you desire

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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