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Main Subject - Is Your Survey Worth My Time?
A manufacturer complains that his customers rarely return the satisfaction surveys he sends out.
A leading resort gets back just 30% of the comment cards left for guests inside their fancy rooms.
One government
A leading resort gets back just 30% of the comment cards left for guests inside their fancy rooms.
One government
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
agency had a response rate of only 6% when they sent out an 11-page survey.
What’s going on here? Why is the response rate so low? Why don’t customers complete and return customer satisfaction surveys?
The pro
What’s going on here? Why is the response rate so low? Why don’t customers complete and return customer satisfaction surveys?
The pro
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
lem, as I see it, is twofold:
First, the format of many satisfaction surveys has taken on the language of academics and the structure of statisticians. Asking customers to rate the relative importance and perfor
First, the format of many satisfaction surveys has taken on the language of academics and the structure of statisticians. Asking customers to rate the relative importance and perfor
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ance, both perceived and expected, of 17 categories on a scale from 1 to 10 is a bit like asking someone attending the theater to evaluate the parking, lighting, sound system, seating, air conditioning, restrooms
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
refreshments and ushers – and, oh, by the way, did you enjoy the performance?
If your questionnaire is too complex for customers to understand at a glance, it’s just too complex.
If your survey is too long for
If your questionnaire is too complex for customers to understand at a glance, it’s just too complex.
If your survey is too long for
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
them to complete in a few quick minutes, it’s just too long.
If your response form is loaded with jargon, scales and numbers, it’s so filled up with your ideas there’s no place left for your customers to speak
If your response form is loaded with jargon, scales and numbers, it’s so filled up with your ideas there’s no place left for your customers to speak
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
heir minds.
A statistical sampling of customer opinion can make sense. A quantitative monthly or quarterly survey may highlight where you’re slipping, climbing or simply standing still.
But don’t ask every cust
A statistical sampling of customer opinion can make sense. A quantitative monthly or quarterly survey may highlight where you’re slipping, climbing or simply standing still.
But don’t ask every cust
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
mer to reply ‘by the numbers’, or the majority will stop thinking about your survey, before they even start!
That leads to the second point: Customers learned long ago that ‘standard surveys’ yield a ‘standard c
That leads to the second point: Customers learned long ago that ‘standard surveys’ yield a ‘standard c
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
mpany response’ – which in many cases is nothing.
If I complete your survey, how can I be sure you’ll take action on my comments? There’s little guarantee of action in a long list of detailed questions, tiny lit
If I complete your survey, how can I be sure you’ll take action on my comments? There’s little guarantee of action in a long list of detailed questions, tiny lit
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
tle boxes and columns of numbers.
If you want to increase the quantity and value of customer comments you receive, if you want to make your survey really work hard for you, here are three things you can do:
Fir
If you want to increase the quantity and value of customer comments you receive, if you want to make your survey really work hard for you, here are three things you can do:
Fir
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
t, make it clear at the top of your survey that your customer’s comments are not just collected, they are truly valued.
‘Customer Satisfaction Survey’ is about as interesting as gray paint. ‘Your Voice Counts!’
‘Customer Satisfaction Survey’ is about as interesting as gray paint. ‘Your Voice Counts!’
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ounds much better. ‘Tell us what you want!’ is appealing. ‘We are listening to YOU!’ is a promise I’d reply to.
Second, design your form to gather qualitative input you will study and act on. Ask for subjective
Second, design your form to gather qualitative input you will study and act on. Ask for subjective
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
mpressions and ideas with questions like these:
‘What did you like? What didn’t you like? What would you like? What do we do that you wish we didn’t? What would you like us to change? What did you appreciate the
‘What did you like? What didn’t you like? What would you like? What do we do that you wish we didn’t? What would you like us to change? What did you appreciate the
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
most? What should we provide that is missing? Did anyone or anything let you down? How can we serve you even better? What do we have to do to justify raising our price by 10%? What does no one in our business do
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
that you think everyone should do? What should we start doing, stop doing, do more of, do less of, do immediately?’
That’s a long list to choose from. Pick the questions that work for you and use them! (A blank
That’s a long list to choose from. Pick the questions that work for you and use them! (A blank
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
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
comments’ field on your existing form just doesn’t cut it!)
Third, promise – and then take – immediate action. Tell customers how quickly their comments will be read, and how fast the changes will occur.
Ask th
Third, promise – and then take – immediate action. Tell customers how quickly their comments will be read, and how fast the changes will occur.
Ask th
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
m: ‘May we reply to you personally about this? If so, please check here.’ Now it’s obvious that you are reading every comment, you are listening to the customer, you are committed to making changes every day.
Ke
Ke
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
y Learning Point
In today’s busy world, your customer satisfaction survey must be so interesting and worthwhile that customers are glad to fill it in. If your survey is not engaging and attractive, customers wil
In today’s busy world, your customer satisfaction survey must be so interesting and worthwhile that customers are glad to fill it in. If your survey is not engaging and attractive, customers wil
.
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
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
ignore it.
Action Steps
Look carefully at the design, format and length of your current customer satisfaction survey. Does it capture your customer’s interest? Does it promise fast response and action? Should
Action Steps
Look carefully at the design, format and length of your current customer satisfaction survey. Does it capture your customer’s interest? Does it promise fast response and action? Should
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ou change the name? the length? the questions? the design? Can you afford not to?
Your survey might be the last thing your customers see when doing business with you. Are you creating the right ‘last impression’
Your survey might be the last thing your customers see when doing business with you. Are you creating the right ‘last impression’
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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