Main Subject - Business

Becoming and staying customer-intimate requires more than building client knowledge and having expertise in re-engineering our customer’s business processes. We must offer more than just service. We need to maintain a broad pr

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

oduct line that can be configured to the specific needs of a customer. It is important to know that an average product tailored to a customer’s very specific need is often better than the more advanced, but inflexible, product

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

Examples of combination products may in

. Many times organizations are not obsessed by the leading edge; rather they embrace solid, tested products that can be tailored to fit their needs like a glove. It is important for us to produce unmatched value for our custom

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

rs who do not necessarily want the very latest product - just the best result and help in obtaining it.

1. It is necessary to understand the importance of empowerment and the critical role of individual initiative. It can be

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

summed up in a one-word motto - THINK. It is important for us to be disciplined in order to live out this motto everyday in our interactions with customers.

2. Client by client, we need to set targets for penetration,

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

Combination pro

development, and growth. We need to use specific, detailed, and integrated customer data.

3. A challenge is to assemble, integrate, and retain talented people who can stay at the forefront of new paradigms and techniques that

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

affect our customers’ business. Good ideas today are a dime a dozen. Brilliant concepts and practices are disseminated with stunning speed. Competitive benchmarking and best-practice studies have become standard elements in m

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

ost organizations. But what is still in short supply, is the ability to effect change, to get things implemented, to make things happen. That is the value provided by being a customer- intimate company. Proof of our value is f

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

und only in results. The most cherished reward is a prize from a customer recognizing that our company has played an instrumental part in their success.

Stories abound in various companies about employees who have gone above

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

and beyond the call of duty for their customers. An example is a story about the Four Seasons Hotel doorman who found the briefcase of a guest who had already checked out. Assuming that it contained important papers, the doorm

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

n rushed to the airport, caught the next air shuttle, and delivered the briefcase to the forgetful fellow. Heroic? Well, yes. More important, though, the story adds to the mythology that typifies the way the hotel runs. The do

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

Following aspects would a

orman is now an icon, not just an isolated character in a crazy story. The message to employees: Four Seasons Hotel customers deserve nothing less than service that dazzles, that awes.

The point is that this mythology support

dd to the challenges in developing combination products:

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

s a strong culture, one that tells employees: Do whatever it takes to please the customer!

Ways of Showing Customers Our Loyalty

1. Be a Communicator

Establish an ongoing customer information s

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

stem that acknowledges the need to obtain and distribute information. Explain services available to them in language they can understand.

2. Be Reliable

Take full responsibility for customer satisfaction and for the

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

quality of the product or service provided. Be consistent and dependable.

3. Be Responsive

Show your willingness and ability to provide prompt service.

4. Be Credible

Be trustworthy. Fulfill on promises

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

nd meet every requirement. Keep confidential all critical information shared.

5. Be Accessible

Provide ease for contacting. Be available and flexible when changes are necessary.

6. Be Competent

Know and un

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

Professional from academic institutions, pharmaceutical industries, health care indust

derstand the customer’s requirements and expectations. Ask questions.

7. Be Courteous

Show respect and friendliness at all times. Be appreciative - thank them for their business, for thorough instructions about a pro

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

ject, for a properly prepared disk, etc. Use various means to communicate your appreciation - a verbal acknowledgment, a card or note, a small token of thanks, etc.

8. Be Proactive

As an advocate for the customer,

.

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

act as a partner and walk in their shoes. Identify potential problems and be innovative in creating options and solutions.

9. Be Professional

Appearance of physical facilities and personnel is critical - customer pe

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

Companies that provide selfless information through particip

rceptions are easily influenced.

10. Be Committed

Our customers are our business! Be committed to their success. Treat customers like assets. Do everything possible to retain them and increase their lifetime value

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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People tend to be aware that there are financial benefits to corporations for donating to charities and that corporations want to be good, forward-acting citizens. What people—and many organizations—don’t realize yet is that there are still other motivators and benefits for corporate giving.

Well that certainly is a direct -- if not offensive -- title, isn't it? Stay with me a little while longer, and you will understand its significance. Many of us realize that, to get a buyer's attention, we have to tell them about benefits. As Jack Trout and Al Reis wrote in their best-seller, Positioning, everyone listens to the same radio station, WII-FM (What's In It For Me?). No one really cares about us as businesspeople; they care about how our businesses can help them achieve their objectives.

Learning is a lifelong process. If you are in your present job and want to move up, this article gives you information on why career-specific education is absolutely necessary.

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