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When commercials come on the television do you get up and head for the kitchen to get a snack? Do you tune out the

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

radio when commercials start? Do you skip over advertisements in newspapers and magazines?

If you do, you’re mis

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

Examples of combination products may in

sing a golden opportunity for increasing your business.

When you pay attention to ads, you can very quickly pick

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

out ads that are effective. How do you know?

*Do you understand from the ad “what’s in it for you”?

*Does the ad

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

make you want to find out more?

*Does the ad touch your emotions?

When you start to notice ads, and more import

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

Combination pro

antly notice the effective ones, you can use those ads as a basis for your next ad campaign. When I see an ad in

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

a newspaper or a magazine that I think really does a good job, I tear it out and put it into what marketers cal

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

l a “swipe file.” Now, that’s not to say that you take someone else’s ad and paste your name over theirs, and us

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

e it as though it’s your own. Study it and try to define what it is that makes it a good ad. Then find a way to

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

introduce similar aspects into your own advertising.

Here are a couple of examples from my local market…

A CPA

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

firm ran an ad that said, “Your Profit is Our Business.”

Okay, I understood where they were going with this. But,

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

Following aspects would a

it made me feel uncomfortable—my profit isn’t anybody’s business but my own. Maybe that’s just me and others took

dd to the challenges in developing combination products:

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

it in the spirit in which it was meant, but for me it didn’t work.

A jeweler’s ads say over and over “We really

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

want to be your jeweler.”

This is brilliant. I know beyond a shadow of a doubt that Stan Pollack really wants to

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

be my jeweler. Actually, it’s not me he wants as a customer—if he had me for a customer he’d starve. What Stan wan

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

ts is to develop life long relationships with people who make multiple jewelry purchases. He does a great job of a

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

Professional from academic institutions, pharmaceutical industries, health care indust

rticulating that and repeating it over and over.

Now, if the CPA firm had said to me “Small Business Owners, Do

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

You Want to Keep More of What You Make?” they would have been speaking my language.

Stop and check out the ads, w

.

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

atch a few commercials, tune into a late night infomercial and study the techniques they’re using to attract their

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

Companies that provide selfless information through particip

market. Which tactics could you apply in your own business? What message do your customers want to hear from you?

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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We’ve talked a lot about how the economy is hot right now and we’re in a full employment situation, and the fact is that what employers are looking for right now in good sales people is having a strong “hunter” profile. There are lots of different types of sales profiles out there, but the individual who is really talented and passionate about finding and closing new business, opening new accounts and generating new market share for a company provides the most value.

The VIP databases are fun to create and can be an excellent source for your small business. You say; VIP database, “what is that; who would I put in it?” It will contain things like mayor, city council persons, city managers, service club board members, campaign contributors in previous elections, human resource directors, P.R. directors and presidents of large companies, etc.

IT Sales requires personal relationships with your potential clients to be successful. Don’t delegate this task until you are making a steady amount of money through IT sales.

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