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Imagine you’re implementing a B2B prospecting campaign. You know your target decision maker is employed in virtually all companies, but yo

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

u simply cannot find a list of names with your prospect’s title. Believe it or not, this happens more often than not.

So, what do you do?

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

Examples of combination products may in

Do you buy a list of CEO’s, owners, and presidents?

Or, do you incur the time and expense of calling each company to find the right pers

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

n in charge of your product or service?

A Case Study: Let’s take a real example of a program we at VSA implemented for a “security-type”

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

service. Our client wanted introductions to decision makers at specific companies, but the names and titles for these decision makers were

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

Combination pro

not available on a ready-to- purchase list. And, when we researched further, each company housed the decision maker in a different departm

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

ent: the security department, IT, operations, or the manufacturing plants, and so on. So, we couldn’t even purchase a list of heads of IT,

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

for example.

We decided to implement a phone and mail campaign over the course of a year, targeting multiple people at multiple levels w

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

thin each company. We wanted the CEO and other C-level executives to learn our client’s name and service offering. We also wanted to reach

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

the manager-level individuals because they were close to the decision making process for our client’s service. After our initial set of m

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

ilings, we made follow-up phone calls to the recipients. Any time we learned of a “better contact” we included these individuals in future

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

Following aspects would a

mailings, so our list became increasingly focused.

This dual-pronged approach – mailing/phoning the C-level executives AND manager-lev

dd to the challenges in developing combination products:

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

el decision-makers – proved effective.

The best people to target from a selling perspective were the manager-level individuals in immedia

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

e need of our client’s service.

However, since our client had little existing name recognition and was entering a high-profile market whe

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

re C-level executives needed to approve the purchase, targeting the C-level executives turned out to effective from a marketing perspectiv

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

. The Implications If you need to target a specific individual and there is no ready-to-purchase list, you’ll probably need to invest

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

Professional from academic institutions, pharmaceutical industries, health care indust

the time and potentially money to call each company in order to identify the decision maker’s name and title. This will enable you to targ

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

et the RIGHT person for selling purposes, the FIRST time.

Reaching others in the firm, especially C-level executives, to gain a general a

.

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

areness for your firm is effective in creating brand recognition and expanding your firm’s visibility.

By targeting both high-level execu

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

Companies that provide selfless information through particip

tives and lower-level decision makers, you can implement a combined marketing & sales program that makes prospecting particularly powerful

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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Your marketing should give your prospects every bit of information they need to make a decision to do business with you. Don't force them to look elsewhere for information they're starving for. This article discusses the 3rd step to the marketing code.

We all need to make decisions. We can often find it difficult. What are my 10 key tips for more effective decision making?

There’s a good chance that there will come a time when you look at your bank account and say to yourself, “I don’t have enough money to pay my bills”, or at the very least say, “I can’t go on holidays because there’s not enough money to pay for it”.

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