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Many people get tempted to use the fancy phrases that they use on a regular basis, in their marketing materials. Problem is they end up speaking “abov

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

e” their prospects’ heads.

I see this use of jargon all too often when visiting people’s websites and in networking groups. My impression is there’s

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

Examples of combination products may in

a lack of confidence in there somewhere and people are trying to compensate by trying to sound overly professional or fancy. Well, the result is that not onl

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

y are people’s eyes glazing over, they’re also probably losing lots of potential clients that way, and not to mention, lots of potential referrals.

Only

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

eople in your industry know what you mean when you use fancy words that are meant to exclude, rather than include. A potential client is not always part

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

Combination pro

of YOUR industry and as such, they won’t really understand all the technical stuff. Besides, they don’t care WHAT you do, remember? They only care about what

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

you can do for THEM.

So, skip the jargon, will you? It’s time to pretend that your audience and referral partners are 6-year olds, and not as an ins

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

lt, but rather, as a way to have what you say be:

memorable
easy to understand
repeatable

That’s why I don’t ta

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

lk about fancy marketing plans or closing-the-sale scripts in my own marketing materials. All I basically talk about is, More Clients, In Record Time and

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

Consistently.

Client example: A couple of years ago, a client came to me saying he was having a difficult time getting additional clients, mostly, g

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

tting attention from his prospects long enough to turn them into paying clients.

Once I heard his marketing message, I understood EXACTLY what the proble

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

Following aspects would a

m was and it came down to just one word: “fiduciary.” Now, I don’t know about you, but when I first met him, I didn’t really use that word frequently (to

dd to the challenges in developing combination products:

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

tell you the real honest truth, I didn’t know what it meant) and I suspected his prospects didn’t either.

Instead of talking on the prospect’s level, th

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

is client was speaking in nothing but jargon and he realized it was becoming a big turnoff. Basically, business was literally slipping through his finger

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

because of it.

Once I explained to him what was going on, he switched his marketing message from providing complicated “fiduciary and 401K services”

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

to “taking the financial piles of paper off the desks of HR people,” and guess what? Yup, he has more business than he can handle now. (I love this clien

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

Professional from academic institutions, pharmaceutical industries, health care indust

t. He totally GOT it, once I pointed it out. Whenever I see him, we now laugh about “fiduciary.”)

Your Assignment:

Make sure you phrase your

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

arketing message and claim in everyday terms, preferably results. Practice on a 6-year old child, if you can. Tell the child your marketing message and 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

sk them to tell you what you do.

Believe me; kids are smarter than most adults are on this stuff, so if they can’t repeat it, your prospects and referral so

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

Companies that provide selfless information through particip

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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In this installment of medical billing, we'll be covering parental nutrition and the CMN that goes with it. We'll also give a brief explanation of the difference between parental and enteral nutrition.

Niquenya D. Fulbright, Professional Life Coach specializing in career and business coaching, explains how to increase customer retention and satisfaction by creating a good system for returns management that includes clearly outlining a concise return policy for dealing with returns and exchanges.

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