Useful Advices - Business

Most people are familiar with the old saying, "Easy come. Easy go." In the sales world we often observe that sales people who experience success quickly falsely assume that the sal

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

es profession is going to be easy. After a month or two, however, those fortunate few often reach a different conclusion. Without much sweat equity invested, they head off and look

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

Examples of combination products may in

for the next rainbow. If only we could teach a new saying, "Easy come. Forget That." We may not have that saying, but we can look at a 19th Century opera composer who expressed it

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

and set the example we may well want to copy.

After experiencing a degree of success with his very first opera, a young and unknown composer, Giuseppe Verdi, hit the big lea

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

ues by receiving a contract to compose two more operas for the most famous opera house in Italy. Talk about a winning sales presentation! One could certainly say that his success c

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

Combination pro

ame quite easily.
Verdi's next opera was to be an Opera buffa, a form of comedic opera, but the life events that preceded the opening night of that opera were anything but c

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

mical. In August 1838 Verdi's 16-month old daughter died suddenly. Just 14 months later, his 18-month old son died of bronchial pneumonia. Only eight months after the death of his

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

son, Verdi's wife died after an illness of just five days. Within 22 months, Verdi's entire family was wiped out. Imagine trying to write a comedy while the family members around y

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

u are dying one after another.

Not surprisingly, Verdi's second opera was a complete flop. Easy come, easy go? Not on your life. Verdi's first success might have come easy,

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

but the bad reviews he received from his second opera hardly sent him away crying. Instead he dug in his heels and decided never to pine for the approval of his critics. From that

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

isaster he developed an intense emotional independence. Now there's something all sales professionals can use -- emotional independence.

In the sales business, it's easy to

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

Following aspects would a

ee our prospects and even our loved ones as the critics that hold our fortune in their hands. If our prospects tell us, "No," or if our loved ones tell us, "You will never be a suc

dd to the challenges in developing combination products:

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

cessful entrepreneur," we think the die is cast. Time to let the 19th century composer, Giuseppe Verdi, teach you one of the great secrets of successful entrepreneurs... buck up, s

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

it in the eyes of your critics (figuratively speaking, please!), and decide once and for all that the only opinion that matters is your own.

Verdi cared little about what th

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

e critics said and he learned to face failure and success with equanimity. One of his famous letters in its entirety simply said, "La Traviatta last night... a fiasco. Was it my fa

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

lt or the singers? Only time will tell." Just in case you didn't know, time told all right. Verdi is considered by many to be the greatest of all the Italian opera composers.

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

Professional from academic institutions, pharmaceutical industries, health care indust

Regardless of whether or not your sales business has come easy for you, decide right now to face failure and success with equanimity, that is, with poise, with imperturbability,

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

ith (dare I say it?) confidence. Let failure be your instructor. Be willing to learn what you need to learn from each failure and then take three more giant steps forward.

I

.

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

t's not the approval of the critics that you need to succeed -- it's the approval of one infinitely more precious. It's the approval of someone who's been with you for every moment

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

Companies that provide selfless information through particip

of every day of your entire life. End each day by giving yourself the critique you long for. It goes something like this, "You did the best job you knew how to do today. Well done!

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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