Business Articles

As you develop new ideas for how your customers could use your products and services, you need to learn to get your message across to your cus

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

tomers.

In spreading this message, you should plan to be effective (saying the right things) and efficient (not wasting your effort or your c

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

Examples of combination products may in

stomer's time). You also need to be aware of all the different channels by which you contact your market.

How clear i

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

your message?

In presenting your idea,

Make your message stick to the point.
Choose simple

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

words and metaphors rather than trying to impress with big words or flowery phrases.

Define what responses you ex

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

Combination pro

ect from your audience and work to achieve them.

Rework your presentation until you are

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

oncise. Once the initial draft of the message is ready, ask your friends and work colleagues for help and honest

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

comments. When they give you feedback,

focus on the person replying;
listen with your eyes an

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

ears;

then paraphrase back to them what you heard to check your understanding and

help them

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

ong>clarify what changes they feel you should make.

Who speaks your message out?

When you have a polish

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

d message that is ready for presentation, controlling 'message inconsistency' becomes important whether you run a small or a big firm. Obvious

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

Following aspects would a

y this is easier if you are a sole trader or if you employ one spokesperson. With a bigger company, you will probably assign different people

dd to the challenges in developing combination products:

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

o talk to suppliers and customers.

You should encourage all your spokespeople to practice together in giving a consistent message without devia

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

ion. Then as they talk to your market, get them to feedback their experiences to each other. This has the effect of helping everyone to buy in

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

to your pitch and surfacing any issues with the message you want presented.

Who faces your market?

Besides your official 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

kesperson, you should remember that other staff often have 'public facing' roles that arise dynamically:

Your credit controller does a

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

Professional from academic institutions, pharmaceutical industries, health care indust

it of Customer Liaison when faced with a client angry about an invoice.

Your office supervisor becomes part of Personnel
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
when listening to an upset temp.

Your receptionist fronts your Media Relations when taking an impromptu call from a journalist.
.

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
i> As you consider which members of your team might present your message in specific circumstances, add them to your communications plan. The
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
as your spokesperson presents your ideas to your market, the other 'public facing' team members will help your whole company will stay on message

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

Tags

Links

Business Articles - Marketing Communications: How Do You Get Your Message Across to Your Customers?

Related Articles: