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I know you've heard this a thousand times, but from the looks of things few businesses are following the advice…

Far too many businesses (online or off

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

line) define their target market as “anyone with a pulse and a wallet.” (Not always in that order.)

You read their sales copy and it's the same old, w

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

Examples of combination products may in

lking on eggshells “corporate speak”, devoid of personality, writing to a group style, as everyone else in their industry.

Sure. They're not going to

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

liminate any “potential buyers”… But there're not going to stand out from the crowd and get their message noticed either!

You need to define your targ

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

t customer as specifically as possible. You should describe your customer in exacting detail. Not as a group, but as an individual. Get a laser focus

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

Combination pro

d, clear and precise image in your mind of one specific person. Know that persons sex, age, marital status, wants, needs, educational background, psych

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

graphics, demographics, geographics, technographics (level of technological sophistication), understand their psychological motivations, hopes, fears…

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

verything!

And then (and only then) write your copy directly to that person. Craft your message to your target customer in a one-on-one, person to per

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

on style, keeping this focused image of who you are talking to clear in your mind.

So… You've clearly defined your target customer. Great. Now you'r

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

ahead of 95% of the business in your market.

Do you want to know how to jump ahead of the other 5%?

(This next tip is something that very few top mar

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

eters talk about… But it just may be one of the most important activities you ever do for your business.)

Clearly define who your customer IS NOT! Sp

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

Following aspects would a

ll it out… Write it down… Let the world know, exactly who you REFUSE to do business with.

Eliminate the freebie seekers, bargain hunters, complainers

dd to the challenges in developing combination products:

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

whiners, price shoppers, deadbeats and time leaches (Michel Fortin calls them “Vampires”… I love that…)

The first step in face to face selling is to q

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

alify the prospect. So I've never understood why so many businesses are afraid to do the same thing when selling in print or on the computer screen. C

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

wards!

Guess what? An amazing thing happens when you “take something away”. By stating (unapologetically) in your copy that “This offer IS NOT for ev

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

rybody…”, “…only a select, elite few will qualify…”, “…unless you meet the following qualifications, you can't beg us to let you buy this…”, something m

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

Professional from academic institutions, pharmaceutical industries, health care indust

gical takes place in the sales process.

The dynamic changes, from YOU trying to convince the PROSPECT that they need your product… to the PROSPECT tryi

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

g to convince YOU that they are qualified to buy what you are offering.

So, stop worrying about eliminating part of your potential market by only focus

.

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

ng on your “ideal customer”, the ones you eliminate wouldn't have bought from you anyway. And by adding a bit of “posture” to your copy, your conversio

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

Companies that provide selfless information through particip

rates with your REAL market will skyrocket.

Just remember this…

If you try to be “everything to everybody”, you will end up being “nothing to nobody”

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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