Useful Advices - Business

As drug representatives from pharmaceutical companies, do we really know what physicians want from drug reps? This has always been an interes

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

ting question. Since I’ve called on many physicians over my fourteen years in pharmaceutical sales, I believe that I can answer this. The poi

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

Examples of combination products may in

nts below should be clearly understood by all drug representatives who want to be successful in this field. They are also important for thos

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

e who want to become drug reps.

Many physicians want a constant supply of the free drug samples drug reps distribute. Physicians like to giv

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

e out drug samples to patients to start them out on treatments. If results are positive, patients will continue these treatments in the form

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

Combination pro

of prescriptions from the doctors. This is why drug companies make drug samples available for free to the physicians. Even in the case of ove

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

r the counter medications. If a patient tries out a certain drug sample that is over the counter such as a cough medicine, this patient will

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

robably buy the same medication at the pharmacy once the sample runs out.

Even some doctors who do not see drug reps like to have drug sampl

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

es. They will sometimes have their staff call up drug reps to drop off samples at their offices. Of course, the drug reps will usually comply

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

since if the no-see doctor is using a particular drug sample, there’s a good chance that he or she is also prescribing that drug. Keeping th

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

is doctor supplied with samples will hopefully encourage further prescriptions.

Some doctors also like the medical information materials for

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

Following aspects would a

patients in the form of pamphlets, booklets, desk models and wall posters that drug companies produce. Much like drug samples, these materia

dd to the challenges in developing combination products:

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

ls are distributed for free by the drug reps. Physicians like to use these information materials to help educate and counsel their patients.

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

There will also be a select group of physicians, usually specialist doctors working in medical teaching centers, which seem to always want f

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

nancial sponsorships from drug companies either for medical educational events such as symposiums, hospital rounds or speaking engagements. F

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

inancial support is also routinely requested for resident physicians in training. I’ve been hit on many times by physicians who request fundi

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

Professional from academic institutions, pharmaceutical industries, health care indust

ng and/or catered meals for their staff. They know that it is difficult for drug reps to say no especially if they are big users of the drug

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

reps’ products.

Lastly, one physician stated to me quite clearly what doctors want when I was a drug rep many years ago. He said that the ma

.

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

in thing physicians want from drug reps is useful information that they could use in their practices without taking too much of their time du

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

Companies that provide selfless information through particip

ring sales calls. If drug representatives can accomplish this objective alone, the support of their doctor customers will be greatly enhanced

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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