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So how WAS your first quarter of 2006? Wait – it’s still the middle of 4th quarter; what am I talking about? One of the things that s

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

alespeople and sales managers tend to lose sight of is the factor that time plays in the sales cycle. We think if we work really hard

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

Examples of combination products may in

this month that we can pull out a great month, or a great quarter. But, do desperation, last-minute pushes really work? If you’re a p

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

ofessional salesperson, who believes in doing the right thing for your clients and prospects, then the last-minute push will most lik

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

ly backfire on you. Sure, you could get a few closed deals, but they probably won’t be quality deals; that is to say, sales that are

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

Combination pro

eally in the best interests of your building long-term relationships.

In the programs we conduct with our clients we teach that the

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

efinition of selling is: Asking people what they do, how they do it, where they do it, who they do it with, and why they do it that w

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

ay . . . and then helping them to do it better. And, selling that way takes time.

So then, how do you make sure that your future sal

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

s are secure? First, you need to understand that the prospecting work you do today is where your future sales will come from. If you

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

on’t make your cold calls or otherwise make contact with new leads, it’s not today’s sales that suffer --- it’s the business two or t

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

ree months down the road that won’t be there.

Failure to understand this fundamental aspect of selling is the number one cause of bo

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

Following aspects would a

m and bust sales cycles. Anyone who’s been in sales for any period of time has gone through this; one month you’re on top of the worl

dd to the challenges in developing combination products:

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

beating the sales records, and the next month you’re wondering if you’ll still have your job in a month… Why does that happen? Well,

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

during the time when sales are booming, where is the sales rep’s time being spent? Activities such as servicing the existing business

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

, managing the process, and basking in the glory of success are typical. And, what’s the one activity that’s likely to STOP during th

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

s time? You guessed it -- active prospecting and cold calling… It’s almost a universal truth.

And yet, in a survey of top salespeopl

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

Professional from academic institutions, pharmaceutical industries, health care indust

over a ten year period, we found that the most consistently successful salespeople spent 45% of their time in prospecting activities

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

This was by far where they spent more of their time than any other activity. The most successful salespeople know that no matter how

.

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

successful they are, they need to consistently find new people to talk to and sell to.

So, start thinking about next year now. Want

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

Companies that provide selfless information through particip

o have your best year ever? Then pick up the phone and make those cold calls TODAY!

Copyright 2005 Lexien Management Consultants, In

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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