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Many sales professionals are eager to show how much they know. A customer asks a question and it’s off to the races. The salesperson rambles on in

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

fo dumping every last detail about their product or service and then wonders why the customer is indifferent and disinterested. Well back that tru

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

Examples of combination products may in

ck up! During your info dump you either bored your customer to death or buried them in confusion.

So how do we tell all the great feature

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

s of our products without losing the customer in all the minutia?

First we must take a look at the difference between features and benef

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

ts...

Features are the indisputable facts about your products and services. Benefits are the specific advantages your product offers in r

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

Combination pro

elation to your customer’s need. Benefits answer the two questions that are on every customer’s mind after they hear a feature: <

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

em>So what? and What is in it for me? Sales people often will provide several features to a borrower, but

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

ithout connecting the relevant benefits. When this happens, the customer may not make the connection and understand how your product’s feature can

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

meet their needs. Consequently they are indifferent and take little action.

Secondly, we must have found the customer’s need. Once we have the n

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

eed then we can connect the features of our product to specific benefits that speak loudly to the customer’s need. The best way to connect your fe

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

tures and benefits is with a bridge statement. Let me show you what I mean…

In this case let’s assume a need for quick turn arou

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

Following aspects would a

nd has been expressed. Your company offers 24 hour turnaround. Your feature-bridge-benefit might sound something like this:

We offer

dd to the challenges in developing combination products:

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

24 hour turn around on all orders. What that means to you is you will always get your shipment in plenty of time.

Feature:<

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

/strong> We offer 24 hour turn around…

Bridge: What that means to you is…

Benefit: …you will always get your s

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

ipment in plenty of time.

The key to connecting your features and benefits is the power of the word YOU. As humans we are wired

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

to look out for, protect, and think of ourselves. Consequently, when you use the word YOU it grabs the attention of your customer

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

Professional from academic institutions, pharmaceutical industries, health care indust

and draws them in to hear the wonderful benefits your product offers.

Features and benefits are the cornerstones of the value-building process.

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

his is because features and benefits influence decisions. While it is difficult to be effective in the sales process without a mastery of your pro

.

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

duct’s features and benefits – it can be even more difficult to avoid dumping all of that info on your customer. Linking a product feature with a

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

Companies that provide selfless information through particip

bridge and a benefit is a powerful tool you can use to communicate what you can do for your customers in a concise, compelling, and persuasive way

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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