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When it comes to testimonials - or any other marketing tool, for that matter - we're all pretty good at asking "What's in it for me?" For example, you migh

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

t use testimonials because:

* Testimonials are much more believable, more credible, than advertising

* They can be used to say things about you, or your product

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

Examples of combination products may in

s or services, that you could never say yourself

* They resonate with your prospects

* Testimonials give people a reason to do business with you

* Your testimo

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

nial writers will uncover, and then point out, some ‘off-the-beaten-track’ benefits of your products or services

* And did you know that people who write testimo

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

nials for you often become your most loyal, long-term customers?

And the cost? Virtually nothing.

Very few marketing tools give us this kind of return on invest

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

Combination pro

ment. Yet very few solopreneurs use testimonials effectively. (And many don't use them at all.)

Why?

In my experience, the biggest reason testimonials are under

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

-utilized is that we feel uncomfortable asking for them.

So let's look at building our confidence. I suggest you start by asking a slightly tougher question:

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

>"What's in it for them?"

Be sure you ask yourself this question before asking anyone to write you a testimonial.

Put yourself in your customers’ sho

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

es. What will they get out of writing a testimonial for you?

* To start, they'll get the satisfaction of helping you out

* They'll be flattered that you

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

singled them out, and asked for their feedback

* In writing the testimonial, they will review everything they've gained in working with you, or using your produc

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

– and this in itself is of value to them

* They get recognition by being listed on your website, or in your brochure or advertisement

* And they may even get m

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

Following aspects would a

ore business – since readers may follow the link from your site (or advertising) directly to them, their company, and their products

So the next time you're a bi

dd to the challenges in developing combination products:

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

t hesitant about asking for a testimonial, look back at this list.

Forget for a moment about why you want or need the testimonial. Think instead of all th

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

e ways the person you're asking will benefit from writing one.

Make the shift, and then ask for the testimonial.

Walk the talk, I say

If you ask your cu

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

stomers for testimonials, please also be willing to provide testimonials for products, services, and businesses that you use and like.

When you write them, take

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 time and effort to do a great job. And be sure to include your full name, along with your credentials, contact information, website address, and so on – so th

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

Professional from academic institutions, pharmaceutical industries, health care indust

at people can link from the other websites back to you.

One caveat, however: Never, never endorse a product or service that you haven’t actually used, or that y

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

ou’re not totally enthusiastic about.

Your positive words about a ho-hum (or worse, defective or unprofessional) product will instantly damage your credibility w

.

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

ith your customers and prospects. Sometimes irreparably so.

Make it a habit

Once you get started, you’ll find that getting testimonials is actually quite

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

Companies that provide selfless information through particip

easy. And totally gratifying. So make a habit of asking for testimonials.

Do it often. Do it consistently. And then use your testimonials to build your business

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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