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* Do you waffle your way OUT of business?

* Do you drone on about how great you are; how great your services are?

* Do you focus so much on trying to get your message across that you don’t l

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

isten?

If you even think this might be you on occasion – read on!

Your clients and your potential clients are bombarded with information. Your clients and potential clients are surrounded by

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

Examples of combination products may in

products, services, knowledge and people all trying to persuade them to part with their time, money and soul!

So how can you be different and what will enable you to get the business on y

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

ur client's terms?

Here are 3 factors to consider - Clarity, Connection and Specialism

Clarity

“…the most persuasive evidence of people's expertise is the clarity with

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

which they communicate” Harry Beckwith

When you are speaking with a client/prospect, be clear about what you are about. Be clear about what differentiates you and be very clear about the

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

Combination pro

esults you can deliver in line with the problems they need solving.

Speak in language that is non-jargon, non-clich?d and is clear and to the point.

Speak in stories and pictures sometimes a

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 you describe successes you have had in the past. Speak in linear terms as you describe a process you will carry out. Speak in terms of the emotional needs that you can address.

In whateve

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

r manner or medium you communicate be clear. To do this effectively, all the time you need to clear yourself about purpose, message and outcome from the meeting/phone call/marketing collateral

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

If you don’t have clarity it’s certain your prospects and clients won’t.

Connection

Create a connection with your clients. If you woo them then ignore them you may have short term bu

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

siness but not a long term relationship. Simple things to stay in touch are not expensive or time consuming but they are effective and help your clients feel valued.

* A short “how’s it going

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

phone call – when you don’t have anything to sell!

* A quick “thought you may find this article interesting” email

* An invitation, introduction or complementary gift goes a long way to ke

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

Following aspects would a

eping you in touch with your clients, maintaining the relationships and if and when new opportunities come up who do you think they will most likely talk to?

Specialism

As more and mo

dd to the challenges in developing combination products:

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

re consultants set up their business the competition gets bigger. For independent or small consultancies the ability to win great business consistently means getting known. How do you get know

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

? – by being a specialist. By being great at one or two things. By being THE consultancy that does X. Specialism is the way forward. If you try and be all things to all people a number of thin

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

gs happen.

1. prospects get confused about what you do

2. prospects are not sure what you are REALLY good at

3. prospects find it harder to choose

4. prospects have too many messages to co

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

e with

5. you get less business

If you try and offer too many services or say you can to too many things, there is a danger that you do nothing well and spread yourself and your resources th

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

Professional from academic institutions, pharmaceutical industries, health care indust

inly as you try to cope with every demand as you become desperate for business. Desperation shows.

Whilst it may be hard to turn down business it shows you know what you are about and your pr

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

ospects will recognise that. To complement your specialism you need to collaborate with other specialists that can support what you do or take business that you are not a specialist in. Formin

.

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

strategic alliances is a good way to manage this.

“Consultants must first recognize that they are selling a relationship rather than competence and advice. You must win the person to win

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

Companies that provide selfless information through particip

the business, and you must keep winning the person to keep the business.” Harry Beckwith

So put some focus on how you can win new relationships through clarity, connection and specialism

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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