Main Subject - Business

Virtually every organization encounters customer complaints from time to time. Sometimes it is easy to get caught up in the complaints and to lose track of how many satisfied customers say nothing at all. Even worse, sometimes it is hard to remember ju

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

st how valuable a customer complaint can be to the organization. Contrary to how it may feel to be the recipient of a customer complaint, it is a wonderful opportunity if embraced with commitment and integrity. You can turn customer complaints into val

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

Examples of combination products may in

uable assets.

First, it is important to recognize that the majority of customers who complain are loyal customers who care about your business.

Customers who take the time to complain are also taking the time to tell you what went wrong with your pro

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

ess, your product or your communication. It takes some effort for a customer to contact you and tell you how the product, process or communications did not live up to expectations. This is an opportunity to reward the customer for taking the time to co

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

ntact you and to learn how you can make internal improvements. If you can fix the problem for one complaining customer it may help many other customers, including the ones who never contacted you.

Loyal customers believe that you want to know what wen

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

Combination pro

t wrong, and trust you to make it right. Loyal customers give you a chance to fix the issue. If one customer complains, it is typically an indication that there are several more with the same experience. If a complaining customer is irate, it is becaus

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

the customer is disappointed. If there are other disappointed customers who do not call, you can bet that those customers have already given up on you. Customers who are disappointed and do not complain are already lost, but you have a chance to save

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

the ones who are loyal enough to give you the opportunity to respond.

The complaining customer trusts you to care.

The complaining customer trusts you to care, this is why the customer contacted you. Don't avoid them, embrace them. If a customer does

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

not contact you, it does not mean that they did not experience a similar issue. The customers who to not trust you, or do not believe that you will care, do not take the time to contact you. Customers with similar issues who do not contact you are alr

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

ady lost. The customers who do take the time to complain are the most loyal customers because they believe in you, in spite of the problem that they are experiencing.

Remember that the customer is not complaining about you, they are expressing the dis

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

satisfaction to you. You are not the problem, you are the solution. Rather than perceiving the customer frustration as a personal attack, think of yourself as a person that the customer is coming to for help. How you respond to the complaining customer

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

Following aspects would a

will determine the long term loyalty of the customer. Take care of a customer who takes time to communicate with you, and you may preserve the loyalty. Let them go, and they will communicate the experience to many other potential customers.

Turn comp

dd to the challenges in developing combination products:

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

aints into assets.

Fix the customer and then fix the problem. Your first priority should be to understand the personal impact of the problem with your customer. It may be that the frustration expressed by the customer is the result of some dynamic imp

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

act other than the issue itself. The customer may feel mislead by communications, betrayed by the organization, or suffered some other impact as the result of the original problem. Listen to the underlying message of the complaint so you can identify w

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

hat it will take to reassure the customer and address the specific needs.

Once you understand the root cause of the complaint, you may have an opportunity to implement changes that could avoid a reoccurrence of the problem. This may be your opportunit

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

to increase customer satisfaction at an exponential rate.. If you can not eliminate the problem, at least you can use the experience to prepare a responsible solution for other customers who may have the same complaint. If it can not be eliminated, at

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

Professional from academic institutions, pharmaceutical industries, health care indust

least you can plan and prepare.

Preserve loyal customers who take the time to complain. Use the experience to eliminate defects, plan for countermeasures and responses.

How much money is invested in sales efforts, marketing, advertising and the acqu

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

isition of new customers? How much are you prepared to invest in the customers who have experienced a problem due to your organization and still trust you enough to take care of them?

______________________________________________________

Words o

.

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

Wisdom

"Your most unhappy customers are your greatest source of learning." - Bill Gates

"Too many people think only of their own profit. But business opportunity seldom knocks on the door of self-centered people. No customer ever goes to a store me

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

Companies that provide selfless information through particip

rely to please the storekeeper." - Kazuo Inamori

"The customer doesn't expect everything will go right all the time; the big test is what you do when things go wrong." - Sir Colin Marshall

______________________________________________________

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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