Cases - Business

Also known as the ‘wow' factor and ‘under promising and over delivering' on your customer service. Ok, so think back to a time when you purchased a product and came away feeling th

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

at you completely enjoyed the experience and would recommend their service to all of your associates and friends. Got it? Now think of a time when the service you received was poor

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

Examples of combination products may in

and you would now do the reverse and recommend that non of your friends should use this business or service? Really think of that experience now.

So what was the core diff

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

erence between the two experiences? Well you may have been let down by a poor quality product that just wasn't performing as recommended, but you will probably also notice

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

that it wasn't the problem that you experienced with the product - it was more of how that problem was dealt with by their team.

There may also have been no product issue<

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

Combination pro

strong> - it may have been that you have just been served by a team member that you perceived just didn't really care about your custom. This is known as perceived indifference, an

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

d it may have been down to just a few words or actions that have changed your complete perception of the business you were dealing with. This is down to consistency.

So which pers

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

n, in your business, is responsible for marketing your business?

Whenever you carry out spontaneous acts of outstanding service, you'll keep that customer indefinitely and they'll

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

become one of your best referral sources.

Remember, however, that spontaneous acts can be extremely positive or extremely negative. Spontaneous acts can create wow or kill a clie

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

t relationship in an instant.

Client Killers:

1) Not ringing back when you promised

2) Promising something will be ready in five days when it takes seven

3) Be

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

ng inattentive to client needs

4) Clients perceiving that you just don't care by your ‘attitude'

5) Forgetting or not listening to their requests

6) Forgetting their names

7) L

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

Following aspects would a

etting your phone ring more than five rings and not answering

8) Having an automated multi choice telephone answering system (huge turn off)

Client ‘Wows':

dd to the challenges in developing combination products:

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

li>1) Always Ringing back promptly
2) Promising something will be ready in seven days and doing it in five
3) Being ‘present' with clients at all times
4)

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

Being congruent with your business vision and mission
5) Noting all clients requests and having a system to ensure they are acted upon
6) Remember their names AND s

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

nding them a thank you card
7) Answering your phone within four rings.
Outstanding Customer Service = Outstanding Business Profits

Every member

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

f your team is responsible for the marketing of your business

So what three ‘wow' factors can you implement into your business right now?

What three client killers can you also i

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

Professional from academic institutions, pharmaceutical industries, health care indust

dentify in your business right now?

What are you passionate about in your business?

How are you delivering that passion to your clients through your current business methods and

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

eam attitude?

To Your Success,

Mike Yates

Coaching gives you: Training-Inspiration-M

.

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

otivation-Education

121 Business Ltd, Unit 33 Stephenson Road, St Ives, Cambs, PE27 3WJ

T: 0870 16 24 121 F: 0870 16 24 122

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

Companies that provide selfless information through particip

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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