Main Subject - Business

Providing first-class customer service is the most important thing your business can do. Customers demand more from less and they don't even tell you. It's never been more important to learn this if you want to ac

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

hieve targets, fend off competitors and nurture a more successful business.

If you’re looking for the ultimate competitive advantage, customer service is by far the most consistently successful and the most diffic

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

Examples of combination products may in

ult for competitors to replicate. And who is your competitor? Everyone! Customers don't compare like with like any more. They compare experience with experience. This could include:
a) The company that picks u

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

p the phone quicker
b) The company that delivers an order faster
c) The company that exceeds expectations more regularly
d) The company that understands customer needs more clearly

How does your ser

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

vice compare to the experiences your customers have when they shop with Amazon? Or Waitrose? Or Timpsons? Or any of the other businesses who’ve made customer service their focus?

Outstanding service makes customer

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

Combination pro

feel more special and loved, and also more forgiving. Conversely, unhappy and stressed customers buy a lot less. So increasing the level of your customer service will ensure your customers feel more inclined to sp

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

end money whilst making them more likely to overlook any problems. And really incredible service usually costs little or nothing. What a perfect combination!

• Focus on the benefits and understand the value you pr

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

ovide to your customers. The only way to do this completely is to ask “what are their needs and how do we solve them?” Even if you think you know, ask a handful of your customers. You can never know too much about

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

why people buy from you. They don’t care how long you’ve been in business or how many staff you employ. They care what you can do for them. Benefits build rapport by demonstrating that you understand their point of

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

view. If customers are saying “it’s too expensive”, they haven’t understood the value of your offering.

• Understand customer lifetime value, i.e. the total value of a customer to your business. When you understa

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

d how much a customer is worth to you, you can fully understand the cost of acquisition and conversion, and decide how much cash and time you want to dedicate to them.

• Provide explicit guarantees, which remove o

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

Following aspects would a

bstacles to sale. It’s vital that your customers view you more distinctively or advantageously than your competition. And to do this, you can make it your responsibility to allow customers to preview and experience

dd to the challenges in developing combination products:

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

your offering, entirely at your risk. Every business really guarantees the sales transaction, through standard practise or legal obligation. But they brush it under the carpet rather than highlight the benefits of

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

this for the customer. By making the guarantee a powerful condition of sale, you can state specifically how the customer will come out protected and ahead of the game. Imagine from your customers' perspective the

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

choice of suppliers available to them. Four other businesses might not mention their guarantees, or might state it is a basic legal requirement. But you not only mention it, you insist that it be a condition of doi

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

g business! Which supplier would you choose? It might seem too daunting to provide guarantees for every element of your offering, but everything that performs at the level you promise can be guaranteed in some way.

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

Professional from academic institutions, pharmaceutical industries, health care indust

• Keep communicating by educating, informing, and entertaining. Position yourself as an expert to gain your customers’ trust and confidence, through your PR, direct communications and your website. Provide inform

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

ation, reviews, reports, or details on your specialist area. Customers often don’t know the right questions to ask, so help them out by anticipating their concerns and providing straight answers.

• Not getting com

.

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

plaints doesn't mean that you're providing the best service. Adore the customer who gives you honest feedback. They may well be speaking for half a dozen customers who feel the same way but will go elsewhere rather

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

Companies that provide selfless information through particip

than tell you.

And remember, your internal customer is just as important as your external customer. Happy staff provide superior customer service, so treat your staff the way you want them to treat your 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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