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Are they talking about you? They should be.

I'm talking about your clients.

One of the most powerful tools in marketing is the testimonial. Yet they are used by so few...

Put 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

rself in the shoes (phew!) of the prospect.

She can listen to you, try and believe you, hope that you are paying attention and addressing her concerns (I sure hope you are) OR she

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

Examples of combination products may in

an read what another business says about you.

Which is more believable?

Sure, the prospect is going to have to listen to you and hope you address their needs regardless of whether

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

you have testimonials, but which would you rather have working for you:

1) Your best salesperson talking to a prospect,

or...

2) Your best salesperson talking to a prospect just

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

fter the prospect conveniently had a minute to flip through a 3 ring binder full of letters from your clients saying that you hung the moon (or whatever is important for your niche)

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

Combination pro

DUH. It's obviously number 2, right?

So can anyone explain to me why so many businesses fail to collect testimonials at all, much less collect them with systematic regularity fro

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

m every single client?

Can anyone add to that why they might collect them and then NEVER USE THEM????

DUH!

I hear you, I hear you. "OK Mark, so how do we get them from every clie

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

t?"

Ok, first, you have to think about your business and STRATEGIZE. I know, its a stretch some days. And it seems simple, but often it's the simple yet important things like this

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

hat we forget about when we are neck deep in our businesses and trying to get that next sale, find that new customer, deal with the crisis of the moment (I'll get to that in another

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

email) etc.

Thats why you have to have systems in place. When I say systems, I don't necessarily mean "computers that you love to hate", I mean a systematic way of doing things so

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

hat no matter who performs a task, the task is always performed the same way, at the same level of quality.

Your systems need to include that you ask EVERY client for a testimonial

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

Following aspects would a

. If you can't get one from every client when you do business with them, you're likely to lose them because you clearly aren't taking care of them very well. After all, if they cant

dd to the challenges in developing combination products:

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

or wont say something nice about you, arent you being kind of a screwup?

Ideally, your clients should be so thrilled to speak for you (on paper, typically) that they will gladly wr

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

te one for you.

Remember, if you continue to be successful, they will continue to be able to enjoy your products and services that are oh so much better than that other guy's. If t

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

ey aren't glad to do this, guess what the problem is? Walk into the restroom. Look into the mirror. Its you. Its not that the customer is a jerk, its that your business did somethin

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

(or didn't do something) to position them so that they wouldn't care much for you after they gave you their money. Look in the mirror again, just to be safe, ok?

By the way, don't

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

Professional from academic institutions, pharmaceutical industries, health care indust

take it too personally when I say "you". I mean "your business" when I say that most of the time. On the other hand, go ahead and take it personal, but FIX IT!

Back to the testimo

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

ials...You have to have a form for this. Yeah, its another form, but a form is part of a system. Just humor me, ok?

Some people see a blank piece of paper and freeze up. They just

.

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

ant think of what to say. That's when you have to step in with yet another step to train your clients so that they behave as you wish.

ONE BIG GOTCHA TO AVOID: NEVER, NEVER, NEVE

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

Companies that provide selfless information through particip

write or use a testimonial without getting approval from the client. If its not obvious why, think about it. There will be a quiz:) Again, thats NEVER (just in case I wasn't clear)

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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