Cases - Business

Companies invest millions to create, design, fine-tune, build, promote and extend their brands. Think Nike, Virgin, Versace,

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

Raffles, Amazon.

All your investment brings customers to your door (or website) with expectations matching your promotiona

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

Examples of combination products may in

l promise. But when customer meets company ‘face-to-face’, everything hinges on that critical moment.

A friend recently mov

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

ed to Singapore from Australia and went shopping for an appropriate wardrobe. I saw her several hours into the spending spre

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

and heard her say, ‘I love Liz Claiborne, but E––T (a competing brand) can take their clothes and shove it.’ (Australians c

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

Combination pro

an be oh-so-delicate in their speech.) She continued, ‘I won’t ever go in one of their stores again.’

Wow! That’s strong st

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

uff. Turns out a sales lady at ‘E’ couldn’t be bothered to say hello or help my friend with her questions. She was too busy

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

with a personal call on her mobile phone. And when she hung up, she chatted about the call with her colleague (distracting t

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

e colleague from yet another customer) rather than responding to the queries of my friend.

To this day, the ‘E’ brand of cl

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

othing is like an enemy in the mall, a regular reminder to my friend of the ‘who cares?’ attitude, poor manners and disrespe

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

ct.

I wonder what the designers, marketing team, logistics office, production operators, backroom and warehouse staff would

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

Following aspects would a

think of that person on the front lines who couldn’t be bothered to give good service? If they could meet her face-to-face,

dd to the challenges in developing combination products:

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

what would they say about her performance? If you were that lady’s boss, what would you say?

Terrence Nielsen, store manage

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

r of IKEA in Singapore, knows exactly what he’d say. He tells his staff every day, ‘If you don’t feel like coming to work...

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

don’t! The last thing we need is to have anyone at work bringing down the mood for our customers and everyone else. If you d

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

on’t feel good about yourself and your job, stay home!’

Key Learning Point

One grump can spoil a brand. Don’t let that gru

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

Professional from academic institutions, pharmaceutical industries, health care indust

py person be you! The reputation of your entire company, the livelihood of all your colleagues and the success of your busin

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

ess and your brand depend on you.

Action Steps

Check your mood and attitude every day when you go to work. Check it again

.

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

during the morning, after lunch and in the afternoon. If you are not looking, feeling and sounding 100% like someone you wou

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

Companies that provide selfless information through particip

ld like to meet, go back to the restroom, go back to lunch, go back to sleep. Don’t go to work and spoil everyone else’s day

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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So many business leaders and MBA professors say that cutting prices actually hurts profits and it hurts the industry and no one wins. This may be well documented in industries where price competition was not applied correctly or one company started dumping into the market in order to increase market share, but if a company is truly on the ball and has their systems, supply chains,

Most directory ads have various flaws and reasons they fail. It's your job to find out what they are.

So you've decided to go out on your own as an IT consultant? Perhaps you want to be your own boss, work when you want, and of course there's the money. You've got the skills and experience to do the job. Is that all you need? Not quite!

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Cases - It Takes One Grump to Spoil a Brand!

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