Main Subject - Business

A Financial Times editor in London asked my opinion about systems that automatically route customers to higher or lower levels of service based on the l

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

oyalty and profitability of the customer.

This happens every day with gold and platinum customers enjoying faster telephone service and shorter lines w

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

Examples of combination products may in

hile everyone else waits and waits.

‘Isn’t this a case of customer discrimination?’ he asked, hoping for a hot topic and response.

My answer was decid

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

edly cool: ‘Of course this is customer discrimination. And it is totally appropriate. After all, customers do this with companies all the time.’

The ed

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

itor was confused until I explained further.

Customers are constantly choosing which companies to patronize, how frequently and with what amount of the

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

Combination pro

ir available budgets. Companies must do the same: choose which customers to serve, how quickly and with what amount of their available budget.

In both

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

directions, the intention is the same. Customers spend more where they perceive they are getting better service and value. Companies invest more where t

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

hey see they can obtain better value and long-term ‘service’ (loyalty) from their customers.

When the matching is done right, it’s a win-win situation

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

for both parties. Customers are given an incentive to consolidate their spending, patronage and loyalty behavior with those companies that ‘treat them r

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

ight’. And companies have an incentive to increase their service and special recognition for customers who ‘treat them right’ with their buying and refe

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

ral decisions.

What about those who complain and say, ‘All companies should give all customers the same service level regardless of how much a customer

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

Following aspects would a

spends’? To this simplistic and righteous view I reply, ‘Wake up and enter the real world. As a customer you insist on your right to choose who to patr

dd to the challenges in developing combination products:

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

onize, right? Companies should also have the right to choose which customers they want to attract, retain, cultivate and appreciate.’

Note: This princi

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

ple may not apply to government services, charitable organizations or companies in a monopoly situation. In these instances, a more uniform level of ser

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

vice may be appropriate.

Key Learning Point

Partnership in business is a two-way street. If you are a customer and want more service from the companie

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

s you choose, give them more of your purchases, budget, frequency, constructive input and quality referrals. If you are a company and want more profitab

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

Professional from academic institutions, pharmaceutical industries, health care indust

le business from the customers you choose, give those customers more of your time, speed, improved systems, well-trained people and other special attent

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

ion.

Action Steps

As a customer, consolidate your purchasing behavior to reward those companies that serve you well. Don’t expect great service if you

.

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

are not going to be a great customer. For companies, decide which customers you want coming back again and again. Focus your improvements on serving th

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

Companies that provide selfless information through particip

em better over time. Keep your minimum standards up, but save your highest levels of service for those who give you the highest levels of their business

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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