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Main Subject - A Well-Informed Customer is a
When customers know what to do, how to do it, what to expect and why, they usually follow instructions.
When customers are uncertain about what, how or why, they will often hesitate in uncertainty and doubt.
This can be a major problem, especially when customer
When customers are uncertain about what, how or why, they will often hesitate in uncertainty and doubt.
This can be a major problem, especially when customer
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
participation is essential to your success.
For example, medicines not taken on time will degrade the quality of a patient’s recovery and healing. Automobiles with oil not changed will wear down before their time. Lawns not watered by owners after fresh fertiliza
For example, medicines not taken on time will degrade the quality of a patient’s recovery and healing. Automobiles with oil not changed will wear down before their time. Lawns not watered by owners after fresh fertiliza
; 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
tion will burn in the sun and die. Data backups not performed on time result in very angry customers when their hard drives unfortunately but inevitably crash.
Since customer performance and participation is so important (it’s called compliance in medical terms),
Since customer performance and participation is so important (it’s called compliance in medical terms),
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
you’d think everyone would put more effort into educating customers about exactly what to do and motivating them to do it. Remarkably, this is often not the case.
Buy an inexpensive alarm clock and you’ll get a 12-page user’s manual on how to set the time, change
Buy an inexpensive alarm clock and you’ll get a 12-page user’s manual on how to set the time, change
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
the battery and work every feature of the alarm. But buy $96 worth of prescription drugs and you might get a little sticker on the bottle saying something cryptic like ‘1C 3X w/meals’.
A pharmacist will explain that ‘1C 3X w/meals’ means ‘Take 1 capsule, 3 times
A pharmacist will explain that ‘1C 3X w/meals’ means ‘Take 1 capsule, 3 times
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
a day, with your meals.’ A doctor may also advise if the medicine is best taken before or after your meals. (The cryptic code gives no clue.) They may even warn you of possible side effects and what you can do about them. (None of this useful information is found
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
on the little sticker.)
How many people receive medication every day, but they are nervous or unwell when their doctor or pharmacist explains it to them? Back home they may forget what was said, and then they are left with only the little sticker reading ‘1C 3X w
How many people receive medication every day, but they are nervous or unwell when their doctor or pharmacist explains it to them? Back home they may forget what was said, and then they are left with only the little sticker reading ‘1C 3X w
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
meals’.
Under these circumstances, some patients will forget what to do, when to do it and why. They may feel uncertain and hesitate. In medical terms, they may not fully comply.
Consider the consequences for the doctor (an unwell patient), for the pharmacy (a d
Under these circumstances, some patients will forget what to do, when to do it and why. They may feel uncertain and hesitate. In medical terms, they may not fully comply.
Consider the consequences for the doctor (an unwell patient), for the pharmacy (a d
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
issatisfied customer), for the hospital (a complaint to be answered) and for the patient (a continued illness, discomfort or frustration). In short, a very bad situation.
How easily this could be avoided by making a better effort to inform, educate and motivate t
How easily this could be avoided by making a better effort to inform, educate and motivate t
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
e customer! (Every company can find a way to do this better, including yours.)
For example:
The drug manufacturer could provide an easy-to-understand flyer or brochure with every medication. The doctor could create a simple list of what to take, what to expect a
For example:
The drug manufacturer could provide an easy-to-understand flyer or brochure with every medication. The doctor could create a simple list of what to take, what to expect a
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
nd what to avoid. The pharmacy could design an attractive calendar to hang on the bathroom mirror or refrigerator door. The calendar could include space for you to ‘check the boxes’ and track your daily participation. The hospital could maintain a website with up-
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
to-date information and helpful FAQs – and print the website address right on the bottle’s little sticker.
A smart computer company could send out an e-mail once a day with a simple reminder: ‘Back up your data now!’ They could send another reminder at the end of
A smart computer company could send out an e-mail once a day with a simple reminder: ‘Back up your data now!’ They could send another reminder at the end of
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
the week with a checklist of costs in time and expense to recreate your data from scratch.
A lawn care company could provide a simple notepad with every page reminding you of the next time and date to water your fertilized lawn. They could add two photographs to
A lawn care company could provide a simple notepad with every page reminding you of the next time and date to water your fertilized lawn. They could add two photographs to
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
keep you motivated: one lush, green and beautiful; the other dry, parched and pathetic.
A car maintenance company could put a bright sticker on the cap of your gas tank asking: ‘Is it time to change your oil?’ They might even include a note like this: ‘Bring your
A car maintenance company could put a bright sticker on the cap of your gas tank asking: ‘Is it time to change your oil?’ They might even include a note like this: ‘Bring your
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
auto in on time and save 10%.’
The bank could send you an e-mail one week before your term deposit matures or when your checking account approaches the minimum required balance. A link in the message could take you to the right web page where you can extend your
The bank could send you an e-mail one week before your term deposit matures or when your checking account approaches the minimum required balance. A link in the message could take you to the right web page where you can extend your
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
deposit, increase your balance or transfer funds as required.
Key Learning Point
--------------------------------------------------------------------------------
Customer participation is a key to achieving high levels of loyalty and satisfaction
Key Learning Point
--------------------------------------------------------------------------------
Customer participation is a key to achieving high levels of loyalty and satisfaction
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
Earn this participation by giving your customers the information, education and motivation they need. Do it at the right time, in the right amount, at the right place and in the most engagingly effective manner. (Hint to pharmacists and doctors: a little sticker
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
on the bottle isn’t it.)
Action Steps
--------------------------------------------------------------------------------
Improve the quantity, quality, consistency, frequency, accuracy and attractiveness of the information you provide to your custo
Action Steps
--------------------------------------------------------------------------------
Improve the quantity, quality, consistency, frequency, accuracy and attractiveness of the information you provide to your custo
.
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
ers this month.
Work on improving your handouts, flyers, e-mails, checklists, informative posters and brochures, stickers and decals, manuals, user guides, videos, web pages, guidelines and instructions.
Do a better job of telling customers what to do, bring, pr
Work on improving your handouts, flyers, e-mails, checklists, informative posters and brochures, stickers and decals, manuals, user guides, videos, web pages, guidelines and instructions.
Do a better job of telling customers what to do, bring, pr
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
epare, submit, copy, file, track, complete and expect. Tell them more about the time, steps, costs, input, output, problems, indicators and guarantors of success. Make them better informed, better educated and better motivated. In short, make them better customers
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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