Useful Advices - Business

That nasty, predictable objection doesn’t have the same old sting it used to have.

You know the objection most of us think is a not-so-subtle-brush-off. The one stated by the gatekeepers who cut us off mid-sentence saying, “Could you

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

send him something in writing?”

It’s strange how one day a phrase can sound so negative. Then, with one teeny, tiny change in thinking the very same words bring hope.

All of a sudden instead of rejection and a tightly closed door, th

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

Examples of combination products may in

ese words bring to mind the picture of a wide open door and a fountain spilling over with opportunity.

At least that’s what’s happening in the minds of your colleagues who have enough profitable experience now to wholeheartedly embrac

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

this change in thinking. Those who no longer interpret “Could you send him something in writing” as a semi-polite “thanks, but no thanks!”

Many successful sales professionals now welcome those words as they filter them through a new

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

lens of understanding. These sales pros know that the request for something in writing is “executive assistant shorthand” for …

“I’ve heard enough. You’ve made it past me. Give me something good to give him”

Her thought process goes

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

Combination pro

long these lines, “ I think he very well may be interested in what you have to offer. Having said that, my executive has so much going on in his brain that he needs help getting his brain out of the stratosphere to settle down on one t

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

opic, in particular a new topic such as yours! Please, help me, help him by sending something in writing that will give him a good idea of how your products/services will help him resolve his most pressing business issues.”

This inter

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

retation of gatekeeper lingo makes you pause and rethink, doesn’t it?

As you ponder this angle, your next question becomes, “OK, now that I have an open door to send them something … what can I send that will compel the decision maker

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

to invite me in for a meeting. What exactly should I send to this particular prospect?”

Let’s start with what you don’t send.

Do not send the 4-color glossy brochure packet that talks all about your company, how long it has been in

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

usiness, and the oh-so-flattering picture of your company president. Your prospect doesn’t care. Nothing in that brochure helps him figure out how to solve his business problems.

Now, here’s what you do send.

Fax a one page, black

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

and white executive summary of results. Preferably in the form of testimonials from other executive clients of yours who articulate what your products and services have contributed to their businesses.

At the top of the sheet, in bold

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

Following aspects would a

and centered be sure to put your carefully crafted benefit statement. You know, the statement that answers your prospect’s unspoken question … “What will I get out of the deal if I do business with this caller?”

The more specific you

dd to the challenges in developing combination products:

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

can get the more compelling the benefit statement. Here’s an example to which most of us can relate. The phrase “Domino’s Delivers” doesn’t pack nearly the same punch as the phrase “Domino’s Delivers in 30 minutes or Less Guaranteed!”

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

On the balance of the faxable one-sheet you’ll want to pack in testimonials. Comments from your happy clients that reveal the results they have reaped from doing business with you.

Note: When you say how great you are, the words soun

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

distastefully prideful. But when your clients singing your praises (or the praises of your company) in their own words, The song is sweet to the ears of your prospects who are looking for solutions.

Make sure your testimonials are sp

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

ecific and include numbers.

The secret to powerful testimonials is in the bottom line results described by your happy clients. Such as, “These guys increased my revenues by more than 20%.”

Let’s face it. Those 4-color glossy brochure

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

Professional from academic institutions, pharmaceutical industries, health care indust

, that go on and on and on about your company have an unintended impact. They leave your prospects under whelmed, with thoughts of “who cares”, and the sense that you expect them to break into a chorus of “How Great Thou Art!”

If you

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

listen to your prospects and really hear what they need from you in order to invite you in … your approach will be considerably different. Better yet the impact will be different as they receive one-sheet from you that presents solutio

.

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

s to their problems.

Stop sending the stuff that makes you look like a feathered peacock. Start sending the stuff that assures your prospects that the solution to his or her most pressing business problem is your products and services

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

Companies that provide selfless information through particip

.

Focus on you and you’ll be spending more time with you. Focus on serving the needs of your prospects and marvel as they roll out the red carpet with welcoming trumpets et al!

Forward this article to friends—they’ll thank you for it

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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