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Marketing and selling services is one tough task. If your job is to market services to sophisticated buyers like professionals, doctors, lawyers, architects, designers, financial plann

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

ers, accountants, tax experts, and those types, then you must get their attention by being able to declare that your services will actually produce a measurable, valuable, tangible, relevant re

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

Examples of combination products may in

sult. Otherwise you are fooling yourself and barking at the moon.

You have to reach, inform and motivate this prospective buyer with a clear statement that is not ambiguous. It must clearly sh

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

w that you have a service that will deliver XY and Q important benefits to the prospective client. For instance, if you were a financial planner, you must be able to say something like: “this s

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

ervice will positively impact your financial life in the following way…” Then you provide your list of specific ‘ways’ of accomplishing this result.

When the rubber hits the road, every servic

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

Combination pro

marketer must provide an answer to some kind of problem, issue, challenge or predicament that a client is facing and is worrying about. Most people are plagued by either an intense “hurt” or “

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

pain” they need cured; or a “problem” solved. Your service not only has to address these issues, you need to boldly declare that you can provide that healing, ease that pain, or solve that prob

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

em (and then prove it).

When you hear the prospect say something like: “…you know, I’ve got a problem…”, or perhaps she says: “…here’s my problem….” You should know now that you have crossed t

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

he bridge of partial acceptance, and you are almost there. It’s time to think about closing the sale. Here is how you might do this:

1. Be Detailed, Specific - Tell exactly the kind of result

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

your clients can expect to receive if they utilize your services. To persuade them, outline plenty of believable, relevant, understandable advantages.

2. No Vagueness: Be Crystal Clear - Gene

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

rate attention and interest with every word of your message. Watch out for clich?s and generalities. "We help our clients increase productivity" just doesn’t cut it, compared to, "Our program g

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

Following aspects would a

uarantees our clients or families or customers will meet their key financial goals and targets every time." (Note the italics on the word: every).

3. Cite Proof with Bone Fid

dd to the challenges in developing combination products:

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

Studies - Prove that your expertise works. Use third party (endorsement) studies. Your credibility multiplies if your approach is the same as that cited in the studies, (conducted by others, n

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

ot you).

4. Quote Relevant, Defensible Statistics - Strengthen your position by giving specific numbers (don’t forget to disguise any client names). Measure actual client results and report on

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

those. How much more did they earn or save using your firm’s services? These build your credibility and add to your reputation.

5. People Love Stories - well-crafted case studies that explain

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

the original client situation, what you did for them and the results you produced, are very persuasive. People enjoy ‘visualizing’ stories.

6. Honest Testimonials - You'll increase credibility

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

Professional from academic institutions, pharmaceutical industries, health care indust

and establish trust by using the actual words of a happy client. Make sure the client tells about the specific results s/he received.

7. Be Confident, but don’t overdo it - Confidence comes wh

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

en you have produced real results and you know you can produce them again. Don't undersell yourself; let your prospective clients know they can expect the same results if they work with you. Al

.

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

ays under promise, then over-deliver. There is a thin line between bragging and being confident. Don’t come across as a braggart, but make sure the client understands that you really can pull t

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

Companies that provide selfless information through particip

he freight.

The most important marketing activity you can implement is proving conclusively that you can produce the outcomes your clients/customers desire. ©Copyright, Roy W. MacNaughton, 200

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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One of the most important principles in business is branding. This is because it plays a big role in creating product awareness and creating more business for companies. Given this, companies make it a point to come up with logos and produce collateral material such as letterheads, envelopes and business cards that project a professional brand or image. Recent developments such as the dawn of e-commerce has also made it possible for companies to project and promote their brand using tools such as the Internet. Companies come up with web sites and use e-mail for various business purposes. This has spawned more uses for electronic media, which, in turn, have aided companies in their advertising and brand awareness efforts. One of these efforts is the use of CDs as business cards.

In this paper, author presented the latest results of her researching work ,related to women entrepreneurs and managers in Serbia and their position in the business world.Almost,her scientific task was to make some conclusions and to point out special characteristics of Balkan region.

We invest to get a return. But, the corporations we invest in do not have a systematic way to plan and manage the return on their investments. A new 21st century method is provided by R-pM.

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