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Even seasoned experts have to face the harsh reality that great work can't protect them from having to market. Marketing and sales are life skills essential for survival. If you want to do what you love, here’s

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

what it takes to get past that “first date.”

Back to School

For many professionals, finding yourself at the bottom of the “revenue learning curve” is a frustrating experience. To make matte

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

Examples of combination products may in

rs worse, your target buyers are on a steep learning curve about what you can do for them. The key is to enlighten both yourself and your buyers. Knowing how to market and sell, then skillfully applying this knowledg

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 to your buyer is what will get you there.

There are four stages to climb on your journey - picture a staircase or ladder, with one stage on each level:

Clueless. You don't know what you don't know

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

. This often manifests as frustration with your buyer – why don’t they get it?! Can’t they see you’re the best? For your buyers, it could be that they don't know you exist or that they see little difference between yo

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

Combination pro

u and your competitors. Ignorance can be bliss, but it won't get you more business.

Anxious. You've become aware that there’s a lot you don’t know. Reading this article could move you to this stage.

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

Witnessing a colleague or competitor win a contract that you missed out on could do it. For your buyer, this could happen if you do a free needs assessment, or send a short case study illustrating client successes th

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

ey've not been able to achieve on their own. Bottom line: you're more motivated to close the gap between your current state (in pain) and your desired state (pain-free and successful).

Confident. Ar

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

med with new knowledge, you feel more confident. With some effort, coaching,

courage to try new things, and small successes, you get better results. It takes effort to do the right things, but you're on your way. Fo

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

r your buyer, this stage means they see "What's In It For Them" to do business with you, are confident you can solve their problem better than anyone else, trust that you'll not let them down, and see a clear path of

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

action to get their needs met.

Competent. Like tying your shoes, this is when it feels natural and easy. You're probably here in your chosen profession. With the right approach and accumulated succe

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

Following aspects would a

sses under your belt, you'll get here with marketing and sales. It’s a blissful place to be and will get you more business than you ever thought possible!

Brains and Beauty

Facing your "rev

dd to the challenges in developing combination products:

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

enue reality" can be a tough pill to swallow. To make it easier, give these things a try:

Increase your knowledge. Read articles about marketing and sales that you might not normally bother wit

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

h. Attend a talk or workshop about marketing or sales that typically wouldn't make it into your schedule. Expose yourself to new ideas and different knowledge.

Pick one new idea and try it.
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
rong> Start small, get some successes under your belt, keep moving. Aim for one new “revenue action” every week…then every day!

As you start experiencing better results from your actions, you'll notice

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

a shift. It won't feel like such a burden. It'll feel like a natural part of what you do. It won't be "someone else's job." You'll actually start to enjoy it.

Be patient with yourself a

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

Professional from academic institutions, pharmaceutical industries, health care indust

nd the process. You didn't become an industry expert overnight, nor will you become a great rainmaker instantly. If you really want the freedom to do the work you love, you've got to commit to the life skill of fundi

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

ng your passion for the long haul.

Don't let naivet? or arrogance stand in your way. Marketing and sales are not about hustling, twisting arms, misleading, or shameless promotion. They’re about

.

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

solving buyers’ problems and sharing what you know, in a way that connects with and empowers them to choose wisely.

Next time you’re tempted to rest on your laurels (and not get out of your comfort zone), reconsider.

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

Companies that provide selfless information through particip

Marketing may not be as difficult as your chosen profession, but it's still a stretch for many. Your willingness to try new things that most others won't puts you ahead of the other fish in the sea!

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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