Advice Pool - Business

There it is again. Your biggest hurdle to getting appointments. The telephone seems to be sitting there on your desk mocking you as if it knows you just hate to pick it up and use it to ask for an appointment with your prospects. You wish you had some way to make the experie

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

nce of lead generation more enjoyable by sending something out to your prospect first and yet you know that most of your efforts have been costly, time-consuming, and ineffective. It’s now another Monday and you have to fill your week with appointments or else you’re out of

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

Examples of combination products may in

job or out of business

Guess what? There is a way to make those cold calls warmer, enjoyable, and more productive. It just takes a little creativity to warm up the coldest prospect and get them talking to you on the phone. It doesn’t cost much to do and if done correctl

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

y can earn you as high as a 40-50-60% appointment ratio or higher.

Today’s business prospects are hungry for information, but they are just too busy from job demands that most just want to eliminate you as quickly as possible. That’s why the “Prospect Release” fits the bil

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

when it comes to lead generation. Getting the attention of your prospect and getting them to meet with you will become much easier.

The “Prospect Release” is simply an adaptation of the press release along with a few other pages of attention-grabbing material. The idea i

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

Combination pro

to deliver enough interesting and stimulating information to your prospect that they actually look forward to your call for an appointment.

Striking Gold

So what is a “Prospect Release” and how do you use it?

The “Prospect Release” is comprised of 4 pages that are either

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

mailed or faxed to your prospect. They are: the prospect/press release; a biography; a question and answer sheet, and a cover page which is optional. Each one serves an important purpose that shows how much you understand your prospect and how well you can deliver a knock

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

out solution for them and their company.

• Hook them with a WOW headline. One of the pages you will be sending is a prospect/press release. This page should look like a regular press release only from the standpoint of having your name and contact information appearing at

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

the top of the page – that’s it. The key is to include a headline that captivates your prospect and shows how another client in your prospect’s industry solved a problem. Make it interesting and about something that your prospect wants. The rest of the release should real

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

ly be a story about one of your customers and how your product/service solved a problem. The key is to not make it sound like a sales pitch – it has to be about your client. Make sure that you double space the complete release. Almost all busy prospects want to know what

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

ou can do for them quickly. Less is more. If you can’t tell a story in 3 double-spaced paragraphs that makes them want what you sell, then they won’t want to meet you.

• Tell a story about yourself. Now it’s time to sell you in a small way. Ever notice how much you like

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

Following aspects would a

to read the short biography that’s located in the inset cover page of books in general? Even if you don’t skim the contents of the book you just can’t help but read the biography. This page should be about your expertise and why you are qualified to be speaking about your

dd to the challenges in developing combination products:

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

product/service. In it you should communicate to your prospect that you are not just another salesperson but someone that can bring great value to them. Explain your credentials, but more importantly tell a little history of how you came about working in your industry, and

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

make it as personable as you possibly can. Be humble, speak softly but carry a big stick, or be prepared for this technique not to work. No one really wants a conceited BMOC (big man or woman on campus) as their sales rep.

To see a sample of my bio go to: www.emdco.com/me

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

iaroom.html

• Move your prospect to YES. The Q&A page. Here’s where you list the 10 most common questions and give them the answers. You can even address some common objections by rephrasing them as questions and providing the answer. Let’s face it all your prospect rea

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

lly cares about at this stage of the game is that they can disqualify you so they don’t have to waste their time. You will be much better off if you can address what is really on their minds right from the beginning. And the Q&A can actually save you time in the sales cycl

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

Professional from academic institutions, pharmaceutical industries, health care indust

. It shows that you have nothing to hide and can be trusted.

• Make them feel even more important. The cover sheet (optional). Use this page when you’re trying to be even more personal when faxing out your prospect release. A short hand-written note with the prospect’s

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

ame and a signature communicates that this is not a mass mailing. I usually write a note that says something like, “Ms. Jones, I thought you might be interested in how a fellow technology company was able to increase their b2b lead generation by 43%.” Sincerely, David

Don

.

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

’t use company letterhead. My research shows that plain vanilla is the way to go. Any logos or corporate names will defeat the significance of your message. The idea is to be different. How many of your prospects get handed a press release with a personalized cover lette

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

Companies that provide selfless information through particip

?

Now that you have the essentials down, work on writing your copy. It should be all about your prospect and their industry. When it comes time to follow-through with a call, all you have to do is introduce yourself as the one that sent the fax and ask for the appointment

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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