Main Subject - Business

They say wherever you go, there you are. Yet how present are you at any given time and place you find yourself? Many professionals appear in body but little else. Don't get mark

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

ed as missing in action.

In the last week I encountered the following professionals missing in action:

Out of Tune: My local mail carrier arrived e

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

Examples of combination products may in

ch day, wearing her iPod and delivering my neighbors' mail to me. She's in her own world. She dumps the apartment's mail in a pile each day. In addition to my mail I consistentl

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

y receive mail from neighbors up and down my street, as well as mail of neighbors two streets over at the same street number. So much for accuracy. Doesn't she realize close onl

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

counts in horseshoes and hand grenades?

Disconnect: An airport shuttle driver who greeted us at our hotel and attempted to drive the entire route to the airpo

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

Combination pro

rt while engaged in a phone conversation he was in when he arrived. True, the driver used an ear-piece so we only had to hear his side of the conversation. Yet whether on surfac

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

streets or the freeway the constant was the phone call, not our safety.

Sickening Service: I showed up at my HMO for a doctor's appointment and was greeted by

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

a lack of greeting. The receptionist was on the phone, and without making eye contact, stuck out her hand for my medical ID card, processed it, took my money and returned my ca

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

d, without saying a single word (to me). Her attention was reserved for her call. The call proceeded long after I paid and sat down to wait for my physician. No greeting, smile,

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

acknowledgment of me as a valued patient, or even as a person. Hers was an extended personal call. (How do I know? I was forced to listen in the waiting room for the next 10 mi

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

utes.)

A Present Danger
Is it too much to ask that people be present when we interact with them? You say you're multi-tasking, I say you're giving poor cu

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

Following aspects would a

tomer service. And this applies whether you are in sales or service, interacting with external or internal customers.

You say you can do two things at once. As a coa

dd to the challenges in developing combination products:

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

ch I say it's disrespectful and often downright rude to divide attention from a customer or client who has called or is face-to-face. And what's more, the results speak for them

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

elves: errors, omissions, sloppy products and services, missed opportunities to strengthen customer loyalty and allegiance. And a degrading feeling for customers held captive by

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

inattentive service providers.

Are you Present and Accounted For?
Audit your own interactions with customers. Ask yourself the following:

- 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

you greet them with genuine affection?
- Do you know and use their name? (Are you pronouncing it correctly? Not sure? Ask!)
- Are you giving them your undivided atten

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

Professional from academic institutions, pharmaceutical industries, health care indust

tion?
- Are you giving good and consistent eye contact?
- Are you preoccupied with a previous client, customer or call?
- Are you easily distracted?
- If th

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

phone rings while you're in conversation, do you let it ring through?
- Do you listen actively and intently or are you "faking" it?

In today's world customers l

.

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

ong to be heard, to be understood and to feel others care about them. Help customers feel connected! Show them you care. Treat them as if they're the most important people in th

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

Companies that provide selfless information through particip

world. For the brief time they're in your midst, give them your undivided attention. Don’t just be here now…but hear now! Or, forever lament the loss of treasured customers!

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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