Main Subject - Business

With cell phones, PDA’s and instant messaging we continue to seek devices and software that will allow us to accomplish multiple tasks efficiently and effec

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

tively. Survival of the swiftest has been the business mantra for some time.

Remember the story of the tortoise and the hare? The hare is swift, and when

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

Examples of combination products may in

the race begins he feels he can easily put a great deal of distance between himself and the tortoise. Thinking his speed will allow him to overtake the tor

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

oise at will, the hare decides to eat and rest. Though the tortoise is slower, his pace is steady. He never stops or slows. Due to the hare’s reliance up

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

n speed, and his lack of focus on the goal (the finish line), he doesn’t win the race. The tortoise is the victor.

Slow and Consistent Are Appreciated Too

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

Combination pro

This story came to mind when thinking about my mechanic. He is an independent mechanic with a small repair shop and one helper (sometimes two). His premi

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

es aren’t fancy, he barely has an adequate computer system, and you can be assured your repairs will take longer at his shop than at many other facilities.

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

Though I’m definitely a person who wants quick and efficient delivery, my mechanic’s slow and steady pace is greatly appreciated. Sure, I could take my car

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

somewhere else and get it repaired faster, but at what price? I trust him to give every repair his best effort. That’s why I remain a loyal customer. Loy

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

lty is a by-product of trust.

Too Fast For Your Customer’s Good?

Have you become too focused on striving to be faster than your competition? Have you for

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

otten that a little slower and consistent may be more to your customer’s liking? Are you missing buying signals in your efforts to get in and out of appoin

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

Following aspects would a

ments quickly? How much is overlooked by staff, managers, and the executive team while focusing on staying ahead of the competition?

How about slowing dow

dd to the challenges in developing combination products:

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

and taking a little extra time with each customer? Help them to become better acquainted with your company and its products. If they become more knowledg

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

able about your products and services, they might consider using your company more often when making buying decisions.

It’s About the Service

Does your st

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

ff take the time to listen intently to what customers are saying, so they can lead them toward products that will best meet their needs? In your haste to b

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

the first to market, have you forgotten to monitor staff product/service knowledge? People will only sell what they know, and feel comfortable discussing.

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

Professional from academic institutions, pharmaceutical industries, health care indust

Check your product sales records. Are the best sellers popular because customers like them best, or because your staff can discuss the benefits of these p

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

oducts better than others?

Next time you’re rushing around trying to make the maximum amount of contacts in eight hours, remember quality, consistency, and

.

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

value will take you much further in the long run. Slow it down, and take more time with each customer. Your customers will appreciate that you did, and th

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

Companies that provide selfless information through particip

ir appreciation will be reflected in your bottom line. Customer loyalty and retention are about relationship building, time, quality, and consistent effort

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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