Cases - Business

Customers are people. They are not merely test subjects that you approach as a doctor would a cadaver. They are living, breathing, worthy individuals. They have pulses. They talk back. And they ha

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

ve feelings. You’ll increase customer loyalty and revenues if you adopt these simple practices.

Be Warm and Hospitable. Take that monotone out of your voice. It is distancing and annoying. No one

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

Examples of combination products may in

likes to feel they are merely a number. Let them feel that they are welcomed by the lilt in your tone. People respond to warmth.

Smile While You Talk to Clients. Your voice sounds differently when

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

you smile. It sounds more inviting and upbeat. Try this test. Listen to your tone as you lift your cheeks and smile when saying, “hello may I help you.” Repeat this test keeping your cheeks lowered

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

. It sounds flat doesn't it?

Respond In a Timely Fashion. Approach this as you would if receiving welcomed guests into your home. You’d never allow your visitors to wait outside your door, incessan

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

Combination pro

tly ringing the doorbell. Likewise, answer your phone on the second ring if possible. You’d be amazed at how this increases the likelihood that your customer will call again. In fact, he’ll think of

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

you first.

Auto-responders can be very effective when responding to an email inquiry. A word of caution: make sure that you respond within the timeframe promised.

If using an automated answering s

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

rvice, program your service such that the client is aware of their caller number. For example, if they are caller number 7, program your service to tell them this. What I absolutely love is the way B

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

luehost.com approaches this. Their service updates you as you move closer to talking to a representative. I remember feeling a sense of comfort as the automated system said “you’re caller number 4…yo

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

u’re caller number 2…a representative will be with you shortly.”

Listen Without Interrupting. Think about how you feel when you’re talking and are unexpectedly cut off. Your client expects you to be

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

knowledgeable about their problem but they feel insulted when you interrupt.

Don’t Correct a Client. This conveys that you are a “know it all” and superior. Hear them out. Your client may use the

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

Following aspects would a

wrong words or might be confused. But remember, they don’t want you to fix them. They simply want you to fix the problem.

If you sense the client is stuck in repetition or frustration, you can say “

dd to the challenges in developing combination products:

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

I think I understand what you are saying. But to be sure, may I repeat what I’ve heard so far?” This allows you to convey understanding and move the conversation along. Or, you might try: “Sounds l

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

ike you are really frustrated. I really wish to help. So, could I ask you some questions that would help me to serve you better?”

Be Empathetic. Empathy is conveying understanding of what the custo

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

er is saying and/or feeling. Place yourself in your clients’ shoes. Your client has been waiting for a long time. Adrenaline is up and anxiety level is raised. Empathy de-escalates the situation an

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

d makes the client feel understood. They will be more receptive to you and to your suggestions.

I have dealt with many clients who were beyond upset. One client in particular comes to mind who had c

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

Professional from academic institutions, pharmaceutical industries, health care indust

ome to our agency due to a DWI. She literally fussed me out! You people this and you people that were hurled with a vengeance. I immediately joined with her and said “you sound very angry.” She des

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

cribed weeks of trying to resolve an issue that had not yet been addressed. I told her I could understand her frustration. Within minutes, I understood exactly what she needed. When I responded, “yo

.

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

u just need an assessment letter,” she sighed with relief. Upon presenting the letter to her, she apologized profusely for her behavior. She was positively impacted and the credibility of our agency

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

Companies that provide selfless information through particip

was saved.

People are people. They like to feel regarded and that they matter. If you adopt these simple practices, you are sure to build confidence, loyalty and increase your revenues significantly

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 - Customer Service: Increase Customer Loyalty and Revenues

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