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Waiting for his flight home to Connecticut, my brother heard his name announced over the airport intercom system. As he walked to the counter by the gate, he knew he was in for some bad ne

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

ws.

His suspicion was correct. The attendant told him the flight had been overbooked, and asked if he would give up his seat for a $200 travel voucher. Tired from the long weekend and in

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

Examples of combination products may in

no mood to argue, my brother just stood there, staring at the attendant.

Stunned by the lack of response, the attendant looked back at her monitor and began punching some keys. Smiling,

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

he attendant looked up, “Actually we can offer you $250, and we will put you up in a hotel for the night.”

With this better offer, my brother realized that his silence had just put him int

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

a game of “Deal or No Deal” with the airline. He began to consider the offer, but before he could reply the attendant had gone back to punching her keyboard with a new tenacity and determ

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

Combination pro

ination.

After another few moments of unspoken arm twisting, the attendant, now visibly frustrated, looked up and said in a final offer tone, “Okay, we can offer you $350 and a free hotel

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

oom for the night.”

Satisfied with the offer, my brother replied “Okay” – his first word in this one-sided exchange.

Unknowingly to the attendant, my brother had been satisfied with her v

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

ry first offer. He was simply taking his time to think it over. Rather than patiently awaiting his answer, or simply asking my brother if he was interested, the attendant took his silence

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

s an objection and immediately sought a better deal.

Salespeople, too, are often guilty of giving into the pressure of silence. Like the attendant, they mistakenly interpret silence as an

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

objection. Having a propensity to assume the objection is price-related, salespeople automatically sweeten the deal with free product, better terms or a lower price.

However, jumping to

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

hese conclusions and feverishly haggling is what hinders you from understanding your customer and ultimately making the sale. Filling the silence with incessant sales babble after you ask

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

Following aspects would a

question tells your customer that your interests, as well as conversation, is one-sided; you care more about making the sale than you do about understanding your customer.

A great sales c

dd to the challenges in developing combination products:

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

nversation is constructed of two parts: the confidence to ask straight-forward questions and the resolution to patiently wait for the customer’s response. While most salespeople understand

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

the right questions to ask, they do not have the confidence and willpower to allow the customer to answer. Instead, they fill the silence with sales fluff, and miss out on the opportunity

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

of learning what really interests the customer.

If you ask a customer what he likes about a specific machine, don’t give in after a few moments of silence and start telling the customer wh

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

t they should like about the machine. Wait for their answer. They may tell you that the size is perfect, or that they love how fast it is. Bingo. Now you know what interests the customer

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

Professional from academic institutions, pharmaceutical industries, health care indust

and how you should direct the conversation.

Oftentimes, you’ll find your customers are as uncomfortable with silence as you are. If you can summon enough willpower to await their response

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

, you will find that their words will either close the sale or uncover the real objections they have.

There is great power in silence, if you know when and how to use it. Your silence sho

.

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

s your customer that you value their thoughts and concerns. It also shows your customer that you are confident enough in your product and sales manner that you don’t need to resort to sale

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

Companies that provide selfless information through particip

babble to close the deal.

Remember, the purpose of asking a question is to hear the answer. Whatever response you get from your customer, you’ll find that their words were worth the wait

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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The words you use are very important in your marketing and sales. Some words will drive customers to your wallet in hand, while others will send them running and screaming. Find out which ones work and which ones don’t in this informative article.

Clearly, even the best marketing models fall short when they rely only on income and other demographics. To make the most of their budgets – and to build their brands – marketers must look at information that provides a deeper understanding of consumer needs, wants, propensities, and ability to purchase. Financial assets, such as stocks and bonds, as well as home equity and transaction history mean a great deal in terms of a consumer’s ability and propensity to buy in specific product categories. And, more importantly, this information has great meaning in terms of the types of brands and brand messages to which they respond.

The 80/20 rule in sales organizations dies hard. You'll need to work diligently and hard to eliminate it and then even harder to keep it from resurfacing.

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