Main Subject - Business

Today's call center is not something about phone calls, it's a separate business that can... no it MUST generate revenue. It must provide company with fresh ideas, must help company to g

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

et new customers and archive business goals, it must work 24 hours a day, live response must be accessible within few seconds. Finally, the operator's response must solve customer proble

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

Examples of combination products may in

ms immediately, must save customers that wished to cancel service and must generate revenue.

There are various viewpoints on call center - operator view point, customer view point and m

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

anagement viewpoint. Customer wishes the problem to be solved. Operators' job is to solve the problem, actually operators' job is to find correct information quickly and provide it with

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

ustomer in an easy to follow way. What about management? These people always make things working properly. So what is the best thing that call center manager can do? How to manage call c

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

Combination pro

enter efficiently? The Balanced Scorecard approach is the best answer to these questions.

Balanced Scorecard is nothing, but the concept. It's not a software tool, it is not a database,

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

it is not an ERP system. Think about Balanced Scorecard as a combination of metrics and the rules of metrics management.

The key rule for managing metrics is to put them in proper orde

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

r. Metrics must represent actual business (calls, operators, expenses and revenues), metrics must be grouped. It's bad idea to create too many metrics and there must be some golden numbe

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

of metrics suitable for your business. Let's think about call center in terms of Balanced Scorecard and in terms of metrics.

The Balanced Scorecard concept suggests to use four perspec

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

tives to describe any business. Let's discuss the most important perspectives and metrics associated with these perspectives.

Financial perspective. The key idea here is "call center mu

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

st generate revenue". It's a good idea to measure revenue per successful call and the cost of call. Financial perspective will give you an idea about conversion rate. Making more and mor

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

Following aspects would a

e calls is not a good goal. Good goal is: "Make 20% more calls, keeping conversion rate about 4% and keeping our costs flat".

Balanced Scorecard concept is about measuring. So when you

dd to the challenges in developing combination products:

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

ave some metrics, describe the way you will measure them, specify the target values you wish to achieve.

The next perspective is Internal process perspective. How the phone call is hand

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

led inside the call center? Do you segment in some way your incoming customers? What is the average call-handling time? Is your call center service available 24 hours a day?

Learning an

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

d growth perspective. Coaching is what makes call center working efficiently. Team leader must spend time on coaching, manage must measure and control this time. Team leader must use dif

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

ferent coaching methods, such as remote listening, sharing practices with agents, role-playing exercises. It's good idea to measure these activities. Today call center management systems

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

Professional from academic institutions, pharmaceutical industries, health care indust

provides efficient technical background for a call center, coaching is what makes all this software systems work.

Finally, don't forget about customer. From customer perspective conside

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

r measuring response time quality, customer loose rate and first-call resolution rate. It sounds simple, but these key indicators will help to re-think call center and make it performing

.

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

better.

Call-center MUST generate sales, it must save customers and must return investments. The key concept is to measure and control call center performance with call center metrics

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

Companies that provide selfless information through particip

and Balanced Scorecard concept. What tool to use to manage your metrics? Anything you like, in this case any spreadsheet software will work better than thousand-dollars business systems

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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