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Marketing by its very nature is a volatile beast at the best of times and with the maze of marketing activities on offer, it can be difficult to determine the most effective route to pursue. A successful market

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

ing campaign takes planning enterprise, and smart use of a company’s resources, whether they are in-house or outsourced. Michael Jackson of EB Marketing suggests that Telemarketing is one of the most successful

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

Examples of combination products may in

forms of marketing available and in fact gives one of the best returns on investment.

Whilst on the outside the telemarketing approach may look like a simple and easy way to generate new business is not as str

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

aightforward as it first may seem. To the contrary, it requires good communications between the telemarketing company and the client through both the good times and the bad. It also requires a new vibrant way o

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

approaching telemarketing to be a success and with cost effectiveness at the forefront of any campaign; it must ultimately demonstrate measurable results.

It is common practice for many telemarketing agencies

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

Combination pro

to offer either appointment setting or lead generation, so why do they not offer both? And why not at no extra cost?

Enter Pipeline Management

Pipeline management is simply the process of arranging appointmen

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

ts where the potential client is ready to discuss requirements of whom has a budget, and who plans to make the changes now.

Generating leads for those who show similar interest but suffer from budget issues or

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

for those who are awaiting budget, requires more work and effort, but results in a bigger pipeline for the client. Naturally budget is an important factor in any marketing activity, and clearly the Pipeline M

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

nagement approach is a double winner: the client gets more for their money, and the telemarketing company is able to build a long-term relationship as a result of the size of the pipeline they have built over t

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

ime.

But offering Pipeline Management alone will not guarantee a long and happy client relationship – they must be offered more.

Lead Qualification

It’s one thing for someone to be interested in meeting; it’

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

another to know why. Qualifying appointments and leads is paramount.

Clients must ask themselves:

• What issues are you currently facing?
• Who is this a problem for?
• Who will make the final deci

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

Following aspects would a

ion?
• When will the final decision be made?
• Has budget been allocated to this project?

The object of this exercise is simple - to provide a leading edge against the competition, and most important

dd to the challenges in developing combination products:

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

ly when walking through a prospects door you are armed with the relevant information to wow them and close the deal.

The real value of telemarketing

The biggest problem many face is the decision on whether te

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

emarketing is the right choice and generally it is an activity that suits everyone. However it is important to take into account the cost of the campaign against the cost of the service or product being sold.

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

he ideal length of an initial campaign can and does vary, but on generally clients should look at no less than 10 days and the average is nearer to 20 days.

Because a campaign never finishes in the same way it

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

started due to changes and improvements, a small pilot campaign is always sensible. Many companies agree to 3-month contracts without any prior experience of a telemarketing company, so it is vital to make sur

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

Professional from academic institutions, pharmaceutical industries, health care indust

their ability is tested before signing on the dotted line for longer-term campaigns.

It is advisable never buy data through a telemarketing company as companies like Corpdata provide similar information direc

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

ly, and the data will belong to the client rather than the telemarketing company.

If carried out appropriately, telemarketing is one of the best ways to generate new business, but it is not a simple, quick fix

.

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

approach and requires a dedicated telemarketing team who understand the needs of the business. Do not see them as outsiders to the business but as an integral part of the sales force and as such, they require

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

Companies that provide selfless information through particip

he same input and communication as internal sales and marketing departments.

Ultimately the success of the campaign should never be based on the number of appointments; but on the quality of those appointments

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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