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It happened twice during the same week. All I wanted to do was make a purchase, and they were making every effort to keep me from it (or so it seemed). Why would a business who wanted me to buy from

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

them so badly put enough roadblocks in my path to make me want to click off the site and go someplace else?

The roadblocks that almost kept me from purchasing were repeated upsells. You know the kin

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

Examples of combination products may in

d. You go to a site and add something to your cart or speak with a person on the phone and tell him/her you want to buy. Then it starts. The upsells.

But Wait… There's More

"As a special offer -

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

only for people who buy today - you can also get…" I'm a copywriter so I understand the power of upsells, and one, maybe even two, is a good thing. Lots and lots of people will add more to their car

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 (or agree via telephone to buy more) when given the chance to upgrade or buy exclusive offers at the same time. But there is such a thing as overdoing it.

The robot-like sales clerk just about bl

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

Combination pro

ew the order! I called to buy a book I'd seen advertised. As soon as the salesperson said, "I've got you down for one copy of the book, but - just for people who call today…" I knew I was in trouble

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

. One upsell offer came. Then another. "We have a special bonus for you, too" followed by "Because you're a health-conscious person, we'd like to give you this special surprise for 30 days absolute

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

y free." I am not exaggerating when I say there were 10 upsells in a row.

Stop It Right Now or I'm Leaving

I finally couldn't take it anymore. I interrupted and told the clerk that I wanted the bo

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

ok and only the book. If he was able to stop reading from his script and process the order for my book, I'd still like to buy it. If he was not able to do that, I would hang up the phone.

He couldn

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

't do it! He floundered around, flipping through the pages, trying to think of what came at the end of all the upsells. I guess he'd never gotten that far before. The sale was stopped. I didn't or

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

der the book after all. I was so frustrated and aggravated by the time I hung up the phone I could have screamed!

A few days later, it happened again. I was at a website, transferring a few domain

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

Following aspects would a

names. After I added the transfer service to my cart, the upsells started. Page after page came for hosting; domain parking; useless, mass search engine optimization; anonymous WhoIs registration -

dd to the challenges in developing combination products:

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

you name it! Did I buy any of the offers? No. After reading the first one or two, I scrolled - without reading a word - through FOUR more pages of upsells before reaching the final order page.

Don

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

't Abuse Upsells

What happened here? Like so many other good things, the upsell is being badly abused. What started out as a wonderful marketing tool has ended up on what seems to be a drug-induced

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

rage. Do upsells still work? Yes. If they are handled properly.

When someone adds something to their shopping basket or calls to place an order, by all means offer them special deals to increase s

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

ales. This strategy has worked to bring in additional revenue for decades. Don't, however, bombard the customer with upsell after upsell. Not only will the effect be completely lost after three or

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

Professional from academic institutions, pharmaceutical industries, health care indust

four attempts to make additional sales, but customers will also quickly become irritated. They may even hang up or click away to another site.

Use common sense when adding upsells to your marketing

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

mix. If you, personally, wouldn't want to sit through an additional 20 minutes of sales pitches on the phone, don't make your customers. If you wouldn't want to scroll through page after page of bon

.

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

uses and specials, your customers won't want to either.

The greed involved with hounding people to buy additional items or services can very often have the reverse effect. Instead of adding more to

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

Companies that provide selfless information through particip

their shopping carts, your customers may decide to avoid the aggravation altogether and leave. Keep your upsells focused and to a minimum for the best results.

© 2005 http://www.learn-copywriting.co

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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Less than one third of small business start ups in Canada survive the first five years. Learning why they failed may very well help your small business succeed.

How can I praise others? See their ACTIONS as positive? Give a 'pat-on-the-back' for a job welldone. Become the Encourager - praise when due - be positive - then write down what happens as a result of your NEW attitude as a business cheerleader in your company.

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