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Nobody Buys A Feature

Features will never sell your product. Does that surprise you? I imagine it surprise

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

s a lot of people. I say that because so much of the sales copy I see on the internet is about features.

You might argue th

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

Examples of combination products may in

t you always check out the features of a product before you buy. I am sure you do. So do I. But it is not the feature you ar

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

e buying. Let me prove that to you.

I am going to get in my macho mood for a moment. (Please forgive me ladies.)

Suppose 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

am in the market for a new truck. I check out the features and discover one model has 20% more horsepower than the other mod

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

Combination pro

That is the truck for me! I want that truck!

I buy the truck and take it home. My macho friend

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

s look at it and say, "How much horsepower does it have?" Of course I was hoping they would ask that question. Why? Because

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

he numbers before the "hp" are of some value to me? No. It is because of the way I feel when I brag.

I didn’t buy the truck

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

because of the feature (i.e. horsepower rating). I bought it because of some benefit the feature provides. I bought it becau

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

se of the way it makes me feel.

Benefits Sell Products

Selling is not about explaining features to people

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

Most of us don’t really care how an internal combustion engine works. We do care, however, about the benefits that a car pr

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

Following aspects would a

vides.

We don’t really care that a car gets 36 miles per gallon. We care that…

We spend less money at the pumps
dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod
i>
So we can save money
And have more financial freedom
To do more of the things we love with the ones we

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

love

No one really cares that a product has more ammonia. We care that…

The product gets our windows cle

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

ner

So we can feel better about the way our house looks

And we can spend less time cleaning windows

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

So we can spend more time enjoying our clean house with our friends

Features are built into a product. But people

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

Professional from academic institutions, pharmaceutical industries, health care indust

don’t experience features. They experience benefits. Listing features is not the same as telling a potential customer how yo

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

r product will benefit her.

So how do you sell on the internet? Extract every benefit out of every feature that you can. Do

.

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

n’t fill your copy telling your potential customer what your product is. Tell her what your product will do for her. Tell he

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

Companies that provide selfless information through particip

how your product will solve her problems.

Tell her how it will enrich her life.

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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One of the most important aspects of franchise success is the training. Not just training to check off the boxes on a form. This is not the government and real success in the market place and new demographic battlespace

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