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Nobody likes to be criticized. When the complaint is coming from a client or customer, however, criticisms can actually be your best friend. Whether they're about you, your company or your product, constructive crit

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

icism can be a powerful opportunity for you to improve your sales technique, close more deals - and increase your revenues.

The key is to not respond defensively or angrily. Most sales people – like most people per

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

Examples of combination products may in

od – get their dander up the moment anyone says anything even remotely negative. They get defensive, angry or, in the worst-case scenario, they look for ways to retaliate either overtly or coercively.

The following

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

four-step process can help you learn how to take criticism well, and even begin to use it to enhance your client relationships.

Step 1: Thank the client for their feedback.
Try saying something like “thanks fo

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

bringing this to my attention, I appreciate the opportunity you’ve given me to improve (the level of service, my responsiveness, etc).”

Step 2: Ask questions.
People love to teach others what to do. So involv

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

Combination pro

your customer in the solution by asking them what suggestions they have that might help you improve.

Asking questions will allow you and your client to have a constructive dialogue around the issue at hand. Who kn

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

ws, the client may even make a suggestion you never thought of!

Step 3: Listen.
Your client is entitled to their opinion. So whatever they have to say – hear them out.

Listen to what is being said, process it

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

, reflect on it and then use it to improve. Try taking notes to show that what they’re saying is important to you. If your client feels you’re taking their opinion seriously, they’ll be less likely to get angry and

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

ore willing to work with you to reach a resolution.

If you listen with the intent to improve, you’ll have an even better chance of understanding their point of view. Use the listening techniques you’ve developed as

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

a sales professional to ask probing questions or ask for examples. And remember: let the client do at least 70% of the talking.

At the end of the conversation, summarize what they’ve said to show them that you unde

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

stand. Then ask for one more opinion: what they think you should do to improve.

Step 4: Commit to improve.
Finally, always let the customer know that you appreciate their opinions and suggestions – and that yo

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

Following aspects would a

will be taking concrete steps to improve. You can even go so far as to ask whether they’d like you to check in with them again in a couple of weeks.

In the meantime, don’t turn your back on what they’ve said or tr

dd to the challenges in developing combination products:

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

to forget about it. Spend some time looking for any validity in the criticism, and perhaps share the feedback with someone you can trust to tell you the truth. This will also give you a chance to look at the critic

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

sm from a neutral perspective.

One last thought: I’ve seen far too many people pull their ads, cancel programs, postpone events or ruin otherwise profitable relationships just because somebody got offended. So what

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

ever you do – don’t ever take criticism personally.

I know this can be hard to do, especially when it’s coming from someone you like (or someone who signs your paychecks!). The fact of the matter is, if you’re not

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

ffending at least one person, you’re probably not pushing hard enough.

The real you may make 2-3% of your clients uncomfortable. That’s okay, because you weren’t going to sell to them anyway. The thing to remember

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

Professional from academic institutions, pharmaceutical industries, health care indust

s that the other 97% of your clients really want to see your personality, your style and your communication reflected in your work. If you try to make everyone happy, the only thing you can be certain of is becoming

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

a bland commodity that no one will be particularly excited about.

Only you can give other people permission to make you feel bad. Interpreting criticism as a subjective opinion with a solution instead of a personal

.

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

rebuke will help you grow, build better relationships and, ultimately, become more successful.

So take the opinions and criticism of others seriously, not personally. Use what they say to create an action plan to u

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

Companies that provide selfless information through particip

grade your performance, both personally and professionally.

And don’t worry about being perfect. As the Bard once said – to thine own self be true. Be your best not for your boss, your customers or even your family

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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