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How do you make a decision to purchase a service or product?

Think back to the last time you made a decision to make a significant investment, be that something for y

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

our home or business life and the chances are that you not only tried out the product or service before you bought it, but you also asked the opinion of others.

Let’s

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

Examples of combination products may in

take for example purchasing a camera. Perhaps you asked a friend about their experience of a certain model of camera. You might have also researched the camera on the

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

Internet or in magazines. You might even have gone into your local camera shop so you could ask the opinion of the camera expert in the store.

In all these cases, you

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

were seeking endorsements and opinions – in other words testimonials about the camera.

When it comes to your potential clients making a decision to invest in your ser

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

Combination pro

vices, which are no doubt far more expensive than purchasing a camera, what reference sites and testimonials can you offer up?

Putting in place a process to systemati

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

e accessing testimonials is an often an overlooked strategy in many professional services practice. Added to that, many testimonials are far from impactful.

For examp

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

le have you ever noticed the testimonials on a web site that say something like:

“Working with Jo was great. CD, London.”

This just leaves you wondering – who was CD

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

Why did they find working with Jo great? What difference did it make to them? Was CD in the same situation as I find myself in?

Frankly this form of testimonial is n

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

ot going to be seen as credible as it is vague and non specific.

What would be more influential would be a testimonial that outlined:

- The situation the client had

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

ound themselves in prior to working with the professional services firm

- The actions that they took together to overcome these problems

- The tangible results that

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

Following aspects would a

were achieved – wherever possible with specific metrics

- The name, position and organisation of the person providing the testimonial – that is car more credible than

dd to the challenges in developing combination products:

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

just providing the initials of someone.

If you have delivered excellent service to your clients, it is highly likely they will be happy to provide you with a testimon

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

ial. So why is it that we so often fail to access testimonials?

Here are three simple steps to ensure that you access powerful endorsements and testimonials:

1. Ask

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

Make sure that you ask your clients for a testimonial. The worst case scenario is that they will decline, so you have nothing to lose from asking.

2. Guide – Provide

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

a framework of a few questions that you would like your client to respond to.

3. Simplify – Make it easy for your clients to provide you with the testimonial. I offe

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

Professional from academic institutions, pharmaceutical industries, health care indust

my clients a number of ways to provide the testimonial including making available a phone line available 24/7 where they can leave a message.

TAKE ACTION TODAY:

1.

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

Review the testimonials you have on your web site or in your files. Make sure they reflect the outcomes and results you have delivered for your clients in a highly tan

.

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

ible way.

2. Create your own set of questions that you would like your clients to respond to when providing you with a testimonial.

3. Connect with any clients you h

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

Companies that provide selfless information through particip

ave worked with over the last 6 months where you have not yet requested a testimonial. Set yourself a goal so that your testimonials are up to date in the next 30 days

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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