Main Subject - Business

Guests of hotels and resorts at the top end of the hospitality range of properties are being under-serviced. The impact is felt directly on the top line of sales and potentially indirectly through return visits.

The under-servicing is manifested at the organisat

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

ion level through low levels of up-selling and cross-selling. Most hospitality staff do not see the value in cross-selling and up-selling for themselves or for their guests.

However, research by The Forum Corporation of North America confirmed that 88% of custom

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

Examples of combination products may in

rs value being advised on products and services that better meet their needs. Further, 73% are interested in hearing about new products and services and 42 percent buy "sometimes" or "frequently"

The hospitality industry more than any other, has segments which d

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

sire to have their wants satisfied as well as their needs and appreciate an appropriate cross-sell or up-sell.

Guests using four star and five star resorts and hotels consist of three basic segments:

Leisure (tourist) guests
Conference guests an

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

Business guests

The needs and wants of the guests in each case go beyond the provision of somewhere to sleep, somewhere to eat and somewhere to conduct meetings.

Leisure guests at a resort or hotel clearly want to spend time away from their no

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

Combination pro

mal environment. Otherwise why would they come? They need good accommodation, pleasant staff, a variety of food experiences and efficient and effective service.

They want, however, to experience many different things which can be retained as a pleasant memory to

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

be recounted amongst friends and family. For leisure guests a stay at a resort or hotel is not just about relaxing but about bragging rights which build their self esteem. They may want, for example, to have a dining experience that is significantly different fro

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

m anything they would get at home.

Except for reservations staff and some front office staff, hotel and resort staff do not know enough about the services the property they work in provides to be able to advise leisure guests about the services that are availabl

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

.

Similarly, conference guests need efficient handling of their conference sessions. Audiovisual must work first time, every time. Refreshments must be available at the time of a break commencing. An ability to be flexible in meeting changed break requirements i

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

very desirable. Planned excursions and events must be executed smoothly.

Individual conference guests, however, often have further wants. Guests may want an upgrade in the wine package that is served with dinner. Guests as individuals may want, but be unaware o

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

, the facility to provide a massage. Guests may want to play a round of golf after the conference is completed.

Most staff at a resort/hotel do not bring to the attention of a conference guest extra services that are available. Sometimes this is fuelled by a fea

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

Following aspects would a

of doing the wrong thing by the conference organiser.

Conference organisers will have established rules about what is allowable as an expense or not. However, staff should not feel precluded from informing conference guests about the services provided by the re

dd to the challenges in developing combination products:

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

ort/hotel.

The decision by conference guests to use other services is separate to being informed about their availability.

Business guests have needs and wants somewhat of a combination of a leisure guest and a conference guest, with some additional needs attri

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

utable to carrying on their daily business whilst out of the office, often in another state or country.

Once again, however, most staff in a hotel/resort do not know enough about the property's services to be able to cross-sell or-up sell to guests from the enti

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

re range of segments.

In addition to not knowing enough about the products and services that the hotel/resort sells, hospitality staff generally have two further barriers to cross-selling and up-selling.

They believe that guests do not want to be sold t

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

e services.

Most hotel and resort staff either come from a backgrounds or are of an age where attending four and five star resorts/hotels for an extended visit is not within their financial reach.

Staff will judge w

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

Professional from academic institutions, pharmaceutical industries, health care indust

at a guest wants or needs based on their own background. In doing so, they determine that guests will not want to buy before trying to sell.

They do not know how to cross-sell and up-sell

Cross-selling is not difficult,

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

ut does have two basic principles supported by research.

Those principles are:

Satisfy the guest's initial request for service
Only cross-sell products and services related to the guest's needs established by sing probing questions

.

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

uring their initial request for service

Focus on the guest needs describing how the additional product or service will benefit them

To improve the perception of customer service, top line sales and bottom line profits, hospitality staff need to b

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

Companies that provide selfless information through particip

proactively trained in and tested on the:

Products and services of the property,
Asking probing questions
Servicing the needs and wants of the segments attending the property and,
Cross-selling of products and services

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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