Main Subject - Business

CRM--It is Not a Easy Task

CRM integrates people, process and technology to maximize relationship with all Customers. CRM is comprehensive approach that provides seamless coordina

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

tion between all customer facings functions. CRM increasingly influence internet.

But as I am going to mention below CRM exactly doesn't solve the customer queries or does it build relat

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

Examples of combination products may in

ionship between customers and company in the long term relationship.

CRM hasn't actually brought the sales teams, marketing departments, R&D, or customer service departments any closer t

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

o the customer at all! Technology is a poor substitute for the human voice and social interaction.

Let me first tell you that there is a serious problem with the oxymoron Client Relation

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

ship Management. If Intimate loving families and friends find it difficult to manage their relationships how is a company that sees its clients only a few hours each year going to manage

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

Combination pro

the relationship?

Building layers of separation between the company and the client, software programs, auto responders, marketers, voice mail systems, web sites, and self serve check out

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

s are the death of communication between a business and its clients. Most people won't try to navigate the tangle to tell you that they are dissatisfied, they will just leave...and you'll

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

never know why because they won't leave a message on your voice mail a note.

Marketing managers spend a lot of time gathering information on their customers, information that, unfortuna

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

tely, is rarely analyzed and even more rarely put to any practical use to improve the service to the customer. This field of activity is called Customer Relations Management (CRM) and is

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

implemented with the aid of a great deal of money and even more time in many companies. But what is the use of gathering all these data and storing them if they are not used to provide an

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

even better service for the customer?

But at the same time if you see frustration on a clients face, you can act immediately to turn a problem into a success. Some of the most loyal cus

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

Following aspects would a

tomers come from a bad situation turned surprisingly good.

Let me give you an example which happened with me. Last month I ordered for pizza at the famous pizza delivery house located in

dd to the challenges in developing combination products:

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

heart of the Chennai city. Because of mishandling of the package, when the delivery boy was handing it to me the pizza got damaged. When I called up the manager and asked him what should

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

be done with the spoiled pizza, he immediately remade the order and delivered it to me at no extra cost. After that I never looked out for another pizza house and I was so much impressed

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

with that gesture from the manager that I started ordering every weekend. The pizza house certainly got its money worth on that INR 300.00 investment. And if I had to replace that pizza

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

myself it would have had a totally different outcome. CRM cannot be credited with the success of the managers handling of this problem.

Customers are really hungry for those pleasing lit

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

Professional from academic institutions, pharmaceutical industries, health care indust

tle experiences when they spend their money, and although everyone complains about unfriendly service and moans that businesses should be more customer-oriented, the situation doesn’t rea

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

lly seem to be improving. And this has negative consequences, both for the customer and for the provider

There is no better client relationship than the one that is face-to-face, person-

.

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

to-person. Every companies Customer Service Representatives are the front line. They are every company’s image; they represent their company much more than company logos or ads. It

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

Companies that provide selfless information through particip

's a lot cheaper to pay customer service people a living wage and use them to get the information needed, than to dissipate thousands of dollars and man hours on CRM software that cannot.

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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