Main Subject - Business

Everyone knows that customer service is important. However, most are clueless about how customer service can have a direct impact in their lives. If everyone knows customer service is important, why do most of

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

us only pay lip service to it or adopt a lukewarm attitude towards providing an excellent customer service?

This is a true story that happened today.

I walked into a well-known electrical store with full in

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

Examples of combination products may in

ention to cart back 2 standing fans that very moment. The spacious outlet was quite empty with just a few lingering customers browsing around; I thought the purchase would be a breeze. I was deadly wrong.

I s

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

w a suitable model but there were no sales consultants there. I looked at the customer service counter and noticed more than 10 sales consultants sitting or standing there, resting or chatting. I waved at them

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

and gesturing towards my ideal fan, the eager consumer that I was at that time. A few saw me but never bothered to stand up. Then, one with a tie, probably the supervisor, looked at me and then back to his s

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

Combination pro

taff, “Hey, someone go help that lady.” A woman in her mid-thirties reluctantly got up and came to me,” Yes, what you want?” There was no smile, no friendliness. I asked for the price and her answer was curt a

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 short, “This one $99, no discount.” Without waiting for me to utter another word, she headed back to her team and start chatting away. Well, I walked out as my money is no good here.

This is so ironic when

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

his store paid its advertising agency an obscene amount of money on TV commercials, full-colour press advertisements, promotional booklets to attract customers and when the customer actually walks in, she is i

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

nored. The marketing communications maxim of "A.I.D.A." states that your campaign needs Attract attention in order to arouse sufficient Interest to create a Desire to own and thereby induce Action. I was attra

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

cted by the sales ad, curious to find out more choices in store, definitely want 2 fans and took time to pop by. Their campaign is successful but it did not make them the sale. In fact, it wasted good money on

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

advertising campaign. What went wrong? Absolutely, definitely, on site customer service!

Customer service is more than a smile, more than acknowledging a customer. These days, products are fast becoming commo

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

Following aspects would a

ities with few differentiations. What would make the distinction is the brand value and customer relationship management. A strong brand is a promise to the customer, it is a differentiating factor that distin

dd to the challenges in developing combination products:

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

uishes your products from other offerings in the market. More importantly, it also enables the company to build customer loyalty as the people will remember the brand and its quality. While CRM creates and sus

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

tains customer loyalty as well as promoting customer retention. The core value is in increasing customer value while reducing the cost of sales. And this store just increased it's cost by ignoring customer!

C

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

stomer service concepts aside, I cannot understand how these sales consultants could ignore a customer. Customers are the ones that pay their boss who in turn pay for their salaries, overtime, bonus, commissio

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

, medical benefits, insurance, etc. Customers likes to do business with companies that treat them like kings. When a company offers great customer services, not only will customers return but would also spread

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

Professional from academic institutions, pharmaceutical industries, health care indust

words among friends and families. That’s one contributing factor to how a company is to build to last. When you are nice to others, others will be nice to you. What goes around will come around.

What does cus

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

tomer service depend upon? The company must have customer friendly policies set from the top and these executives must see that the policies are seriously being carried out both internally and externally. If t

.

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

e staff does not know the value of customer service, is ignorant about how to retain customer loyalty or reluctant to provide that "extra mile", the sincerity will not shine through the smiles and greetings. D

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

Companies that provide selfless information through particip

n’t you detest those mechanical and almost robotic words with absolutely no warmth and meaning in them?

More importantly, don't you just hate it when you went all the way there and had to go back empty-handed

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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How many times have you encountered people in business and the image of the business or the person is so poorly presented it causes you to have a poor opinion of the services offered? It makes no difference if you are the owner or the employee; pride in yourself is evident in your daily dealings with people. Image is very important in business.

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Main Subject - Why Customer Service is Even More Important These Days?

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