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A client of ours recently asked us to help his company increase sales revenue. "Our sales are okay, but not what we need them

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

to be," he said. "I just have to believe we could be closing more business. Once we get in the door, the sales process goes ve

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

Examples of combination products may in

y well. It's getting in that's the problem."

What else is new?

Many companies have the goal of sustaining existence by selli

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

g what they make. Great companies focus on delivering unique value -- even before a single product or service is purchased. It

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

s an old saw that is still ignored by far too many businesses.

Our client's problem is simple: His company fails to communica

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

Combination pro

e unique value to the target market.

Lifeblood

Communication is the lifeblood of every business. It carries unique va

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

ue -- the key nutrient that feeds all relationships. When the flow of value is obstructed, a variety of symptoms manifest, inc

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

luding:

Slow sales
Customer dissatisfaction
High employee turnover
Poor product quality

Asse

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

sing the flow of communication is one of the most important business diagnostics tools available to you. One method of assessi

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

g that flow is by analyzing the value delivered to key stakeholders.

In our client's case, a business communications assessme

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

t of marketing collateral revealed that the language the company used to talk about its value and the customer's perception of

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

Following aspects would a

the company's value did not match up. Unique value in this case was obscured by heavy language: Jargon, thick wording, and phr

dd to the challenges in developing combination products:

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

sing designed to sound good rather than convey information.

The material put people off. Because it was so difficult to under

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

tand, there was no value flow. When value doesn't flow outward from a business, value (money) doesn't flow in. Relationships s

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

tagnate.

Nobody wins.

The Flow of Value

Value flow is always bidirectional in relationships. Otherwise all you're do

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

ng is broadcasting. Restrictions in the flow of value cause poor business health. Many a business has closed its doors because

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

Professional from academic institutions, pharmaceutical industries, health care indust

value flow stopped.

As you watch the flow of value in your business, think about the relationship between what your organizat

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

on gives and what it receives. Turn that relationship around and study your customers until you are as clear about what value

.

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

eans for them as you are about what it means for you.

When you learn to perceive your unique value from the customer's perspe

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

Companies that provide selfless information through particip

tive, your communication into the marketplace reflects that perception. Your business cannot help but be healthier as a result

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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So you want to go paperless? Not sure where to start? The answer is literally right under your nose. If you have plans to eliminate or reduce your business’s paper consumption and records storage, the best place to start looking is on your desk. The typical desk is loaded with paper - mail, file folders, notebooks – you name it. Chances are the paper that is filling your file cabinet, the file room or the third floor – whatever the case may be – passed over your desk or the desks of your colleagues.

If you take some time to think about the big picture story around options backdating, here are some patterns that emerge. Each is valid, and has some merit, but it gives you some reason why the general public is still not interested in the story and outraged by it, but the media and some institutional investors are.

Question: How can I maximize the amount of cash I receive when I sell my business? Answer: Acquire every last after tax dollar and get paid in cash. Also, follow three critical steps before proceeding:

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