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My wife and I watched the movie Ray a couple of weeks ago when it came out on DVD. In the movie Jaime Foxx plays the legendary singer Ray Charles. I was amazed at how Jaime had captured

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

the essence of Ray Charles. Many times throughout the movie I wondered if it was Jaime Foxx or Ray Charles I was seeing on my TV.

When I did research on Jaime Foxx's preparation for t

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

Examples of combination products may in

e movie I understood why he had captured Ray Charles so perfectly. In preparation for Ray, the movie, he adapted many of Ray Charles' physical characteristics and immersed himself in

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

Soul, Jazz and Blues recordings to set the mood; attended classes at the Braille Institute; and spent weeks during rehearsal and production walking around with his eyes sealed tight

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

or 12 hours a day, to gain an intimate understanding of what it really means to be blind.

Many on the set where stunned by how spontaneous and natural the actor's embodiment of Charles

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

Combination pro

became. But imitation was never the point for Foxx. "The key word for me was nuance, because I didn't want to simply impersonate him," says Foxx. "Rather, I wanted to capture some par

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

of his spirit, that's all. There were a lot of little touches which I tried to layer-his musicality, his warmth, his sense of balance, his posture-until the physical side of things

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

all fell into place."

The true story sells itself, and Foxx's interpretation is so uncanny that lifelong friends of the real Ray expressed genuine confusion on set.

For all this hard w

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

rd and dedication Jaime Foxx was paid millions of dollars and awarded the highest compliment by the movie industry, an Oscar.

What does this have to do with sales training, everything!

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

Actors, athletes, doctors and lawyers are paid based on the amount of preparation in their chosen field. Did Michael Jordan decide one day he wanted to play basketball and became an i

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

stant superstar? Do the top heart surgeons in the world one day decide to cut someone open and operate on their heart?

Of course not!

They all spend years of preparation to become th

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

Following aspects would a

e best in their field.

Then why do so many sales professionals believe they can get to the top of their profession without proper preparation?

During my twenty two years in sales I've

dd to the challenges in developing combination products:

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

watched countless sales people enter the sales arena with very little preparation and then not understand why they failed.

I've seen sales people take little time to understand the pro

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

uct or service they are selling. Sit down to make phone calls with no idea what to say. Head out on sales appointments and wing-it. Then go home at five o'clock and wonder why they can

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

arely pay their bills.

They want to earn top dollar without putting in the effort.

To be a professional in any field requires work. I'm not only talking about during the work day. I mea

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

extra work at night and on weekends in preparation for what to say when you make a call, on a presentation, handling objections, closing, in all aspects of our profession. I'm talking

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

Professional from academic institutions, pharmaceutical industries, health care indust

bout practicing outside the sales arena until you become so polished; selling becomes second nature, like walking or driving your car.

The stars in the sales profession spend time outs

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

de of their regular work day in preparation for how to handle every situation that may arise. They right out exactly what they will say in those situations and then practice and rehear

.

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

e until it flows from their mouth. They don't need to think about it.

If you truly wish to be a star in the sales profession and get paid what stars get paid, then do what the stars do.

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

Companies that provide selfless information through particip

It's not easy. It requires dedication, commitment and hard work. However the rewards are great.

If you want to be average and get paid what average sales people get paid, then wing-it

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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Former pharmaceutical executive outlines personal attributes and aptitude required for being a successful pharmaceutical sales representative.

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