Main Subject - Business

A large bank came to me for the first time seeking a big improvement in their retail counter service. They asked me for

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

‘customer service training’ but also complained about the shallow impact of classroom training efforts from other prov

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

Examples of combination products may in

iders. I was hesitant. Classroom training is only a partial solution, especially for a high-traffic, face-to-face servi

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

ce environment. To make it more effective, creativity is needed. So I invented a novel approach involving customers and

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

staff, immediate feedback, and clear targets and objectives. Perhaps you can use this, too.

1. Set up a large colorfu

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

Combination pro

l ‘Service Quality Thermometer’ in the lobby. Place it where customers can use it easily.

2. Place three ‘voting butto

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

ns’ next to the thermometer labeled ‘Good service’, ‘Service OK’ and ‘Service needs improvement’.

3. Each time the fir

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

t button is touched, a light cheery sound emerges and the thermometer goes ‘up’ a notch. When the ‘Service OK’ button i

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

s touched, the nice sound is heard but the thermometer remains the same. The button marked ‘Service needs improvement’

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

makes no sound, but the thermometer drops a notch.

4. At the end of each day, post the results on an attractive monthl

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

y scoreboard marked: ‘How hot is our service?’ Locate the scoreboard in full view of both customers and staff.

5. Over

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

Following aspects would a

time, a standard will emerge for each branch of the bank. Gradually raise the standard. Run contests between the branc

dd to the challenges in developing combination products:

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

hes. Give ‘pat on the back’ recognition. Highlight past performance and illustrate ‘Our target for today!’

6. Ask cust

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

omers who touch ‘Service needs improvement’ for their immediate recommendations and feedback. Ask those who touch ‘Good

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

service’ what key elements of the interaction had satisfied their needs.

7. Based upon this genuine and immediate feed

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

back, design a training program to help staff understand and deliver what really works.

Key Learning Point

Excellent

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

Professional from academic institutions, pharmaceutical industries, health care indust

service quality training is important, and sometimes a classroom is the best place to provide it. But training should b

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

e always supported by a work environment that generates interest and participation.

Action Steps

Back up your trainin

.

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

g efforts with creative programs to involve staff, and customers, in a continuous journey towards service improvement.

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

Companies that provide selfless information through particip

Use the `Service Quality Thermometer' idea, or come up with creative plans of your own. Creativity + Training = Results

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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