Useful Advices - Business

Why do many salespeople remain faithful believers in obsolete selling strategies? We are talking about intelligent, successful salespeople. People whom, if they open

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

ed their minds to a totally new concept, could easily double their income without working any harder. That question has puzzled and frustrated us during the 14 years

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

Examples of combination products may in

that we have been in the sales training business.

We have trained a great many salespeople who have doubled and even quadrupled their sales. Most of them have reco

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

mmended our training to a lot of their friends and colleagues. Usually a few of their friends and colleagues enroll in our training courses. But, that's not we expec

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

ed.

We expected that, when our graduates went back to their companies and had dramatic increases in production, most of the other salespeople would demand to learn

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

Combination pro

High Probability Selling. We expected that their managers would want to replicate that kind of performance by training their entire sales force. But, that doesn't ha

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

ppen very often. Most often, the other salespeople, and their sales managers will not believe that the tremendous increases in our graduate's sales productivity is d

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

ue to learning a new sales process. Rather, they believe that the sudden success is due to luck, or a previously hidden talent, or to an increase in motivation.

We

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

ouldn't figure out why they just don't get the reality of it. David B. Wolfe, a new paradigm marketing strategist from Reston, VA, addresses this phenomenon in a rec

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

ent essay. It seems to be a question of which of their needs is more important to them. The following is an excerpt from David's essay.

----------------------------

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

---------------

How often do you find yourself pressing a point that you know to the core of your being is right, only to be frustrated because some people just "ca

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

Following aspects would a

n't get it"?

Imagine you are walking down the street 450 years ago when a friend runs up to you and says it has been discovered that, "The earth is not flat! It's r

dd to the challenges in developing combination products:

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

und, like a ball. Not only that, it turns around the sun!" You tell your friend to go home and sleep it off because you know that from the highest hill or mountainto

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

p the panoramic view shows no sign of the earth being round like a ball, and you know from first-hand observation that every day the sun shines it rises in the east

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

and sets in the west in its daily journey around the earth.

Would you believe that some people schooled in societies like our own still believe the earth is flat? T

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

o see for yourself, type in "Flat Earth society" at Google. Those who believe the earth is flat do so because they need to believe so. After all, belief follows need

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

Professional from academic institutions, pharmaceutical industries, health care indust

We believe what we need to believe to have guidance in our pursuit of a sense of personal validity, safety and comfort. Once such a set of beliefs is in place, cha

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

llenges to them are usually met with fight or flight responses. We argue in defense of our beliefs or flee from notions that contradict them. We are prone to denying

.

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

ideas that contradict our beliefs any landing rights in our minds.

Much like Copernicus's repositioning of the earth from the center of the universe around which c

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

Companies that provide selfless information through particip

elestial bodies revolve, most people of that day could not "get it." As Albert Einstein said, "A problem cannot be solved in the same consciousness that produced 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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