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In the first part of this article, I explored the assets shy people bring to their sales endeavors, and I tried to explode the myth that we wallflowers just don’t have the right stuff to be successful in this field. On the contrary, we have gifts that make us naturals for sales, but we also have to venture away from our comfort zone and do things that do not come n

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

aturally to us. And that is what I want to discuss here.

I do not want to advocate overcoming shyness. That would be like asking you to stop being Irish. You are who you are. The fact is, though, that as a sales person, you and your shyness will have to venture into unfamiliar territory, and I want to give you some of my tricks for navigating this strange land.

A

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

Examples of combination products may in

I mentioned in the first article, I was born shy. I’m still shy. I dove head-first into my in-home parties business without even considering the fact that it would require me to be “on stage” for a living. Honestly, I don’t know what I was thinking. I mean, if I had been thinking, I probably wouldn’t have taken the plunge! So, when the day of my first party arrive

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

, the reality paralyzed me. Suddenly, I was standing in front of a crowd of women and had no idea what I was going to say.

I stammered out a weak introduction, and before I could really start wallowing in my panic, I just started passing around products. Before I knew it, I was talking about the products, answering questions, and the evening started to flow. The g

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

ests made their own fun, exploring the line and laughing together, and I realized that I wasn’t there to be the center of attention. My role was more like that of a bottle of wine: I gave the guests something to gather around to enjoy each other’s company—not mine. The wine itself isn’t important; nobody pays attention to the bottle on the table; it is just an excu

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

Combination pro

e to get together.

Gaining this perspective on my role was great, because it made me feel less on the spot and allowed me to feel more comfortable. And that is what I want to help you do, here: to shift your perspective when you’re out of your element, and view it as a comfort zone. As sales people, we often have to make first contact, speak publicly, introduce ou

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

selves to strangers, and play the role of an authority. These things are often terrifying, even for people who are naturally outgoing!

Here are a few metal tricks that you can use to bring about that shift in perspective:

Remember your goals: This is essential because your goals are always bigger and more important than any momentary discomfort. Focus on your sen

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

e of purpose, why you are doing this. For instance, I am a single mother, supporting myself and my child. Providing a comfortable life for us, while allowing me to be there for him at home, is my goal. When I compare that desire against the jitters I may get before handing my business card to a stranger or picking up the phone, my perspective shifts. Potentially em

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

arrassing myself in front of someone I don’t even know is suddenly very, very low on my scale of pressing issues.

Tell yourself that you’re not going to die of it. Really, you are not going to die of it, whatever it is. That may sound a little silly, but give it a try the next time you realize that you’re putting something off because you are afraid. Say, for exam

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

le, you get a message from a customer who is unhappy with a product you sold her, and she’s taken a very confrontational tone of voice with you. You have to call her back, but you don’t pick up the phone for all kinds of reasons (“She’s probably having dinner now, so I’ll call her tomorrow,” or “Well, she’s probably at work, so I’ll reach her this evening” ad infin

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

tum.). But the real reason you aren’t calling is that you are avoiding the unpleasant confrontation. So, say it to yourself: “For crying out loud, I am not going to die of this.” Usually, when I say this to myself, I gain an instant sense of humor about the situation, because it puts my fear into a context that makes it seem very petty, and the mantra serves as a s

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

Following aspects would a

ort of challenge to me.

See your fear as an ally. This is a perspective I gained from the famous lawyer, Gerry Spence’s book How to Argue and Win Every Time, which I highly recommend. It is about speaking from your heart. When you are shaking in your boots before you get up in front of a crowd of strangers, remember that your fear is evidence of your life force, a

dd to the challenges in developing combination products:

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

basic element of your humanity. You have the option and the power to harness your fear productively, or to let it paralyze you. The trick is to acknowledge your fear, first. Don’t try to stop being afraid. Allow yourself to feel it, but shift your understanding of your fear. Essentially, the new perspective allows you to understand your fear as exuberance, as an af

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

irmation of your alive-ness. And then you can work from this place. Here is what Spence says to himself, as he is gathering himself to speak before the jury: “They can wait a few seconds more. Fear is energy. If you feel your fear, you can also feel its power, and you can change its power into your power.”

Remember to Celebrate. Acknowledge your milestones. When w

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

go out on a limb, venture out of our comfort zone, we feel exhilarated. But, immediately, our minds turn against us. We turn the event into an excuse to criticize ourselves. If you presented your first in-home party, for instance, and came away from it cringing at that one gaff you made, keep in mind that that’s natural. We’re not easy on ourselves. Shy people are

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

perfectionists, and we’d rather do nothing at all than fail (Despite what we like to tell ourselves, shy people have immense egos that bruise quite easily—and yes, I am speaking for myself!). Before you start in on yourself, remember to allow yourself to feel and acknowledge the energy you created within. Allow yourself to revel in that “Ohmygosh! I can’t believe I

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

Professional from academic institutions, pharmaceutical industries, health care indust

just did that!!” feeling. Don’t be a boomerang, sailing away from your comfort zone, and then knocking yourself out cold on the rebound. You may not have met your own standards of success where sales is concerned, or your presentation might not have brought the house down, but you pushed your boundaries; you challenged yourself and followed through; you did somethi

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

g you have never done before. This shift in perspective takes you from judging how you did, to celebrating what you did. Revel in the fact that you dared to dive in over your head, before you condemn yourself for barely treading water.

These are some of the ways I shift my perspective. They are mine, but they may work for you, too. If they don’t resonate, perhaps

.

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

the examples will give you the inspiration to think of your own ways of putting your experiences into context. It’s all about angles and vision. There’s more to it than just imagining your audience in their underwear (which would, in fact, scare the bejeebus out of me). It’s about repositioning yourself; it’s about re-contextualizing a frightening situation. For me

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

Companies that provide selfless information through particip

it’s about seeing myself as the stage, rather than the actor on the stage. The situation is the same. I’m still standing there in front of a crowd of strangers, but how I choose to see that transforms it from a nightmare into a comfort zone. You will find, as you keep pushing your boundaries, that unfamiliar territory will become home to you.

(c) Ilse Driggs, 200

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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