Main Subject - Business

Customers come, and customers go. Whether you sell to consumers or to other companies, that’s a sad fact of doing business. Sadder yet is the fact that it can cost you

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

between three and 10 times more to acquire a new customer than to keep an existing one. With that in mind, give some thought to the following 12 proven ways to keep your

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

Examples of combination products may in

ustomers by keeping them happy.

1. Your customers are always right. Always! Yes, you can win a battle with one or two, but doing so repeatedly can eventually cost you t

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

e war. Someone’s always waiting to sell them what they want, how, when and where they want it.

2. Don’t treat your customer like mushrooms by keeping them in the dark 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

feeding them… Well, you know the saying. Have answers available when they ask about their back-order, delivery or refund.

3. Make it simple to return or exchange merch

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

Combination pro

ndise. But it’s OK to require them to call in for a RAN (Return Authorization Number). Without such a system returns get out of hand. Oh, and make those numbers easy 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

track.

4. Give your CSRs the authority needed to discharge their responsibilities. And also require customer service reps to record their actions. Without that authorit

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

y, responsibility is meaningless, and without a system to track the actions CSRs take, authority can run wild.

5. Set business hours for the convenience of your customers

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

If you’re an east coast company and have west coast customers, have CSRs available 12 hours a day, from 8 a.m. to 8 p.m. ET.

6. Avoid an automated voice response system

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

for customer calls, at least one that doesn’t provide a live person when the caller punches the zero button on his or her phone.

7. A toll-free phone number is a great cu

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

tomer-pleaser, particularly with customers who live, work or have their business in an area code other than yours.

8. Give customers a name to ask for, your own “Betty Cr

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

Following aspects would a

cker,” if you will. It’s OK to create a fictional character, a “Maggie Daley,” for example. When someone calls for “Maggie,” the response by the CSR who answered the cal

dd to the challenges in developing combination products:

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

should be, “I’m sorry, Maggie’s helping another customer right now. How may I help you?” Oh, never ask, “May I help you?” That’ll usually get “No” for a answer. Addin

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

“how” eliminates the opportunity to answer “No.”

9. Respond fully, in words your customer can understand, whether responding to a customer’s letter, email or phone call

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

. Never use company tech speak.

10. Recognize that 20 percent of your customers produce 80 percent of your sales. Make sure your best customers are recognized and treat

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

d as VIPs. Sears does great at this. Immediately after I give a Sears CSR my phone number, he or she begins the conversation with, “Thank you for being a Sears Premier c

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

Professional from academic institutions, pharmaceutical industries, health care indust

stomer. How may I help you?” Their system recognizes that I’ve spent a lot of money with Sears.

11. Resolve billing question quickly and fairly. Got a late paying cust

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

mer? Waive at least the first late charge if he or she calls with a reasonable explanation. To do otherwise can drive that customer away. And to replace him or her will

.

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

cost you many times that late charge you refused to waive.

12. Make every customer feel he or she is your most important customer – needed, wanted…and, above all, satisfi

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

Companies that provide selfless information through particip

d. That’s not to say you have to give away the proverbial store. But within reason, and certainly within guidelines you create, your motto should be, “Whatever it takes.

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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Have you stalled out on the job search highway? Have the molehills on the road begun to look like Mount Everest? The truth is everyone stalls out from time to time. The trick is to realize sooner rather than later that what you are doing isn’t working and take steps to get back on track.

It is a sad fact that ageism and age discrimination will continue, albeit wrapped up as some other (spurious) reason for the discrimination, so older workers will have to be on the lookout when it comes to midlife career change. But far from becoming defensive about your age, look on it as an accumulation of experience and wisdom. High on the list of your key strengths and accumulated wisdom is likely to be the ability to deal with adversity and deal with difficult people.

More and more employers want to work with people who are easy to deal with. Employees who love what they do, and show others that they love it. Is your attitude ruining your chances at success?

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