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You know the difference between features and benefits. So for purposes of this article, we won't go into the difference. You also know that benefits

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

sell better than features. So wouldn't it be great if we knew which benefits mattered to our prospects? Which ones were the most important? Why?

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

Examples of combination products may in

Because you need to lead your prospects to the end result rather than allowing them to travel that road alone. Alone they may take one or more detou

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 delaying their arrival, or worse, they may never get there at all.

So how do you know which benefits to sell? Answer that question and you can con

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

centrate on the only thing(s) that matter to your prospect. Actually, YOU can't answer that question. Only your prospect can. That means that you mu

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

Combination pro

t develop the appropriate questions to find the answer. It also means that you cannot take the first answer that you get at face value. Often it tak

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

s several questions to get the true answer.

You can't be afraid to ask questions. If you don't, you'll have no idea what your customer wants and wit

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

hout knowing what your customer wants, you cannot help them buy.

Imagine for a moment that you are in the business of helping clients with their tax

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

reparation. You have the opportunity to meet with a busy business owner who gives you "15 minutes" to convince him that he should be your client. Do

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 go in and lead off with how long your firm has been in business, how many clients you have, how many years of experience that your partners have,

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

tc.?

If that's your plan, you will lose your prospect's attention within minutes. Their eyes will glaze over, they'll soon be thinking about what th

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

Following aspects would a

ey must get done as soon as you leave, all the while listening with one ear and nodding at the appropriate time. Now, we are going to make an assumpti

dd to the challenges in developing combination products:

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

n here. Based upon the fact that this business owner stipulated that he would give you "15 minutes," we are assuming that you have verified to the be

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

t of your ability in your initial interaction with him/her that they are a high D type personality.

So instead of beginning with small talk, which yo

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

u would with other personality types, you get right into it. But instead of launching into the features or benefits of doing business with your firm,

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

you find out which of those features or benefits are important to your prospect? What if you lead with a question instead? What if you asked, "Mr. P

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

Professional from academic institutions, pharmaceutical industries, health care indust

ospect, thank you for seeing me today and congratulations on your decision to entertain new ways of improving your business. May I ask what is the m

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

ost important thing to you when it comes to your tax preparation?"

Now you know where to begin. As I stated earlier, you'll need more questioning 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

determine WHY it is most important. Then you can begin to understand his motivation and structure your presentation to highlight how your firm and yo

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

Companies that provide selfless information through particip

r service satisfy his why. But for now, you have his/her attention, you have him/her talking rather than you selling and only good can come from that

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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I'm getting really nervous with the daily security threats that abound in the news. People forget that packaging has an important role to play in helping keep our products safe for consumption. Remember the Tylenol packaging incident? Many packaging applications, such as the tamper evident seal and the shrink wrap band, were invented as a result of that incident. Frighteningly, a major concern should be our food supply. One bio-terrorism incident in our food supply could be a thousand times more deadly than 9/11.

If you enjoy power, mechanics, and learning how things run, you may be interested in a career in the automotive and motor vehicle industry.

This article explains how to make a bad PowerPoint presentation into a good one.

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