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Building a coaching or consulting practice can be rewarding and lucrative. Sadly, many who get started on this path simply can’t make it. Almost daily I talk to people who give up on their dream of “solopreneursh

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

ip” and, resentfully, join the ranks of job seekers.

What disturbs me the most is that many of them are talented and skilled professionals; real experts in their field. With just a bit of marketing know-how they

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

Examples of combination products may in

may have been able to generate healthy six-figure incomes doing the work they love.

Instead, they spend tons of money getting more certifications. They are becoming “master technicians” mistakenly thinking that

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

alone will get them clients. But that’s not how it works at all!

Let’s take the coaching profession for example. You see, prospective clients don’t even know the difference between ICF, CTI, Hudson, Adler, Coach

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

Ville or any other certification. They have no clue what CPC, MCC or other letters you might be putting behind your last name mean – nor do they care! What they care about is results – what benefits they’ll recei

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

Combination pro

e.

There’s a lot of talk in the coaching community right now about certifications, and while I agree it is important, it doesn’t matter one bit if you don’t have clients! Plus, you can be the most educated, cert

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

ified, qualified, and professional coach out there and still struggle to stay busy.

You might think that’s common sense, right? WRONG! I see coaches drop thousands of dollars in a blink of an eye to get another

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

ertification and agonize for months over a hundred dollars investment in a marketing course!

The good news, unlike getting certified, learning a few simple marketing strategies doesn’t have to cost thousands of

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

dollars. And it can make all the difference in the world. As a matter of fact, here are my top four “practice marketing secrets” absolutely free.

Marketing Secret #1 – Know Your “Ideal” Client

It’s critical tha

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

you know who they are, what their biggest problems are, how they make decisions, what they like to spend money on, where they hang out, etc. The “narrower” you describe your ideal clients and the more you know a

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

bout them the easier it becomes to get your marketing message across.

Marketing Secret #2 – Become An Expert

And I don’t just mean be good at what you do. Heck, you should do that anyway! I mean position yourse

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

Following aspects would a

lf as an expert in a specific area.

For example, you might be work with C-level executives in the insurance industry, or teach sales skills to realtors, or do turn-around consulting in manufacturing, or help wor

dd to the challenges in developing combination products:

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

ing young mothers achieve life balance, or become a dating guru. Whatever makes you tick – just focus on one thing!

Marketing Secret #3 – Use Multi-Step Marketing

This is where I see so many professionals compl

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

etely blow it. If a potential client doesn’t sign up for your services what do you do? Forget about them? I hope not! You work hard to get new leads and meet potential prospects so why give up on them? Many peopl

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

simply feel uncomfortable doing business with someone they don’t know too well.

You should have a systematic way of keeping up with them – for years, if that’s what it takes. Let them get to know you, your comp

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

any, and your services. You never know when their situation might change and they might be ready to sign up.

Marketing Secret #4 – Get Help

Just like your clients need your help, don’t be afraid to get help in

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

Professional from academic institutions, pharmaceutical industries, health care indust

he area of business and marketing. One of the most idiotic things I hear from professionals is “I should be able to do this myself.” Have you ever seen a brain surgeon operate on his own brain tumor. After all –

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

he should be able to do it himself, right?

About 4 years ago I was struggling with closing sales and was really frustrated to see my potential clients hire other experts even though I was a lot more qualified to

.

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

help them. I got the help of a successful sales coach. His advice not only quickly produced results to pay his fee but it also allowed me to make trips to my bank a lot more often.

There you have it – those are

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

Companies that provide selfless information through particip

my top four secret marketing tips. OK, so maybe they are not so secret after all. In that case – I’m sure you are already happily working with all the clients you can possibly handle ;-)

(c) 2004 Adam M. Urbansk

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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