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At first blush this idea might be difficult to wrap your brain around. That's because you've been taught that self-confidence is achieved through mastery of knowledge or skills.

If you've been an employee for someone els

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

e most of your life, you've actually been rewarded for getting your self-confidence from expertise. As an employee, the higher your mastery of a set of skills, the higher your salary. You move logically from a hopeful nov

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

Examples of combination products may in

ce at the entry-level job, to a more confident and higher skilled employee at the intermediate job level, to the highly confident master at the senior job level, and then back to the hopeful novice level when you are prom

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

ted out of the role of individual contributor and into management, where you begin the cycle again.

Sound familiar? How many times have you moved through this cycle from novice to master in your life?

So here you are no

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

: self-employed and perhaps not feeling very confident in some areas of your business. That's because you're still relying solely on expertise to build your self-confidence. In today's economy you can't afford to rely on

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

Combination pro

xpertise to generate the confidence you need to build and operate your business. You haven't got the time for that. However, you have another way:

You can arrange to have the self-confidence you need.

You don'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

need to rely on yourself to create your confidence. Nor do you need to wait until you have attained mastery of your services or skills. You can arrange for support structures and encouragement, and can design situations t

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

at feed you the confidence you need. For example:

Instead of sitting there staring at the phone with dread because you know you need to call someone you've never met about the possibility of hiring you, arrange

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

o bolster your confidence first. Call your most ardent business supporter, ask her or him to tell you why they believe so strongly in you, let them encourage you and bathe you in their support. When you're feeling great a

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

ain, thank your supporter, hang up, and immediately make the call to pitch your services to the person you've never met. Your relaxed, optimistic tone will come thru in your cold call and affect your success.

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

other technique you can use for those important cold calls, is to call your business coach and role play the call until you feel confident that you're ready to handle any direction in which the call might go. Then immedia

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

Following aspects would a

tely make your cold call.

Or, identify the important points you want to communicate during the call and create a checklist for yourself. Remember, the person on the other side of the phone call can't see that y

dd to the challenges in developing combination products:

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

u're using a checklist. But don't let the checklist be a distraction use it only as a guide. Be open enough to let the conversation flow in a different order than what you might have put down on your checklist.

<

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

i>If you'll be giving an important presentation, make arrangements to walk through the facilities a day or two in advance. If you usually jot notes on a whiteboard during your presentations and you find that the conferenc

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

room in which you'll be presenting doesn't have a whiteboard, you can arrange to bring a portable whiteboard with you on the day of your presentation. And you'll be more confident in your presentation working with the to

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

ls that are familiar to you in a setting with which you are familiar.

One way to arrange for confidence during your marketing talks is to invite a business supporter or colleague to attend these sessions with

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

Professional from academic institutions, pharmaceutical industries, health care indust

you. Your colleague can help break the ice either by responding to your questions during any prolonged silences or by asking you for clarification of specific points. And you'll always have their supportive, friendly face

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

to look on if you get a bit nervous during your talk.

If you're feeling a lack of confidence in your marketing planning, strategic business planning, or other such internal business issues, join a success team o

.

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

individuals who are working the same issues in similar businesses. You don't need to reinvent the wheel all the time. And ten though you are a soloprenuer, you don't need to do it all alone and all by yourself. Let the s

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

Companies that provide selfless information through particip

nergy and power of the group work for you.

Those are just some ideas to get you jumpstarted in thinking about how you can arrange to generate self-confidence. Have fun with it!

Copyright 2004, Rose Hill, In

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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A young man working for a Big Boss made an expensive mistake his first week on the job. At the end of the week the young man cleaned out his desk and packed up his things to leave. The big boss asked, 'And just what do you think you are doing now?' 'I'm leaving,' said the young man. 'I made such an expensive mistake, surely you don't want me to come back here again next week.' 'Are you kidding?' exclaimed the Big Boss. 'I just spent a small fortune educating you. You'd better come back next week and show me what you learned.' (Does this makes sense to you? If so, read on...)

There is an often misunderstood part of pricing that can seriously damage the profit potential. It is the effects of the costs of marketing a product or service. As an example, many manufacturers commit 20% of price to marketing; certain consumer products which are quite competitive (e.g. laundry soap) may use up to 65% of price towards advertising to stimulate the marketplace. Contractors allocate generally from nothing to 10% of their pricing to marketing (media ads).

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