Cases - Business

Even the best intentions in measuring customer satisfaction are subject to problems along the way. Temptations to avoid are:

Compl

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

acency — obtaining feedback is an ongoing process, not a one-time event. You cannot know what your customers want if you only ask them occ

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

Examples of combination products may in

sionally. Change is certain, and priorities do shift. The most successful companies are those that can detect and respond to customer changes quick

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

ly.

Analysis paralysis — when you get your feedback, don't analyze it to death. Many corporations have department

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

full of statisticians to determine the reliability and validity of the feedback; however, they never get around to doing anything with the data. I

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

Combination pro

n most cases, feedback will make it obvious what you are doing well and where you need to improve, so it's in your best interest to get started imm

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

diately.

Doing nothing with the feedback — nothing will do more to discourage feedback from your customers than n

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

ot doing anything with their suggestions. You must show them that you appreciate their input as well as communicate to them what has changed as a r

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

sult of their input. If they feel nothing has been done, then they think their efforts have been wasted and will not participate further.

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

Failing to listen to your experts — another valuable source of customer information is your employees. They deal with cust

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

mers constantly and often have first hand knowledge on what the customers' "hot buttons" are. Too often employers ignore this valuable resource. Bi

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

Following aspects would a

g mistake! Talking to your employees should be one of the first steps you take in gathering customer satisfaction data. That way you'll get a preli

dd to the challenges in developing combination products:

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

inary reading on potential problem areas so that you can focus your efforts when soliciting your customers for their feedback.

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
rong>De motivating employees — customer feedback should not be used to punish employees. Instead, use it to detect areas for improvement.
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
mproper training and lack of communication and direction are often the culprits of poor job performance. Besides, if customers discover that their
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
input is used to discipline employees, they may stop providing constructive feedback altogether.

Continue… Measur

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

Professional from academic institutions, pharmaceutical industries, health care indust

ng Customer Satisfaction - six steps in conducting a successful survey (Part 2 of 3)

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

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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

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Continue… Measuring Customer Satisfaction - Introduction (Part 1 of 3)

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

Companies that provide selfless information through particip

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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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Cases - Measuring Customer Satisfaction Watch Out For... (Part 3 of 3)

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