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You are here: Home > Business > Marketing Direct > Loyalty's Nine Lives by Allan J. Katz Part 2, Continued |
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Main Subject - Loyalty's Nine Lives by Allan J. Katz Part 2, Continued
There is an old saying that cats have nine lives. Legend has it that Baldwin III, Count of Ypres, threw some cats from a tower in AD962. Europe was a tough place for cats in those days. But the more simplistic answer is that cats are 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 resilient creatures, who manage to get into the tightest places and still land on their feet. Most have split personalities, suffering from eternal schizophrenia. One minute they’re cuddling up to you like a warm, furry ball. The nex ; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug. Examples of combination products may in t they’re arching their back and hissing, afraid of their own shadow. Customer Loyalty has nine lives also. After all there is only so much a customer is going to take before he leaves because of one of your employees’ indifference to lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together. his existence. Loyalty has to begin before you attract the new customer or client. The same rules that apply to keeping customers must be firmly in place to attract your perfect customer in the first place. Last month we discussed t here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe he first four; Competence, Innovation, Communication and Customer Service. Here are the final five. Rule Number 5: A Life Of Consistency A wise old sage once told my wife and I when we were first married. “The key to a good marriage d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations. Combination pro is consistency.” He advised us to go to a romantic restaurant once a week, every week. Enjoy the mood, the warm atmosphere, the elegant service and each other’s company. It will set the tone for the rest of your week and your marriage 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 . Well, I’ve been married now for 33 years and I can tell you honestly that this one piece of advice is responsible for my being happily married for so many years. See, I go to the restaurant on Tuesday nights and she goes on Wednesda 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 y nights. Rule Number 6: A Life Of Honesty There were two applicants applying for a job at a prestigious Fortune 500 corporation. Each was impeccable in his dress, resume and qualifications. One was from the North and one from the nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically South. The interviewer could not decide who to hire because they were both so similar. Finally he decided to test them. They both received the same score – one wrong answer. He still couldn’t decide. After reviewing the answers to 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 the test, he finally decided on the gentleman from the South. The Northern applicant was furious. “What do you mean, we both missed only one question.?” Yes, said the interviewer. “It wasn’t the number of wrong answers, it was the a ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi swer itself.” The hired applicant had put “I don’t know” and you put “I don’t either.” Rule Number 7: A Life Of Flexibility Winston Churchill said, “Kites fly higher against the wind.” Successful entrepreneurs know the secret to t ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it. Following aspects would a heir success is being flexible. Flexibility means knowing when to give in and when to hold firm. When to give up a product or service you “love” but isn’t selling or when to keep going and never give up. It’s one of the most difficul dd to the challenges in developing combination products: Which markets to tap where the combination products can do fairly well? Which combination prod t decisions we have to make. Especially when it comes to dealing with customers. Sometimes you have to fire a customer who is a constant thorn in your side. Other times the customer is always right. Think about the lifetime value of cts are meaningful and rational? Which therapeutic categories to select? Which Combinations can address unmet needs of the patients? Do combin that customer before you upset them with rigid rules and regulations. Be more flexible and keep more customers loyal. Rule Number 8: A Life Of Being Trustworthy There are four elements of trust, one being “I do what I say I’m going tions increase the patient compliance? What would be the developing cost? How to tackle the risks encountered during combination product developmen to do, when I say I’m going to do it.” Follow through with customer or client requests. So many companies make promises they know they cannot physically meet, yet to “save” the account they fudge the production schedule a little bit 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 It’s better to under promise and over deliver. Make that your motto. Take the word TRY out of your vocabulary. It’s a wimpy, negative word. “I’ll trrrrrrrrrry.” Maybe I will and maybe I won’t. Nothing like a little confidence. ping new procedures for reviewing their safety, efficacy and quality. Professional from academic institutions, pharmaceutical industries, health care indust Even “I’ll do my best” is better. It’s just that your best, better be not just good, but great. Rule Number 9: A Life Of Integrity Allie Prescott, past President of the Memphis Redbirds, the farm club baseball team of the St. Louis y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products Cardinals said, “There is no such thing as a momentary lapse of integrity.”
Even with all 8 of these life principles, if you don’t constantly maintain your integrity, you’ll spend your entire life wondering who you told what, to cover . 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 up that other thing you once said. It’s not a pleasant way to live. I once farmed out a printing job to a 4 color printing shop. My client defaulted, left town and never paid me. A real shyster. I could have easily said, “my clien elopment. They need to be wiser in analyzing the market trends and the regulatory requirements. Companies that provide selfless information through particip t didn’t pay me, I’m not paying you.” But I didn’t do that. I paid the $4000.00 each month until I paid it off because I didn’t want to ruin my reputation in the community. Always tell the truth and truth will pay you back handsomely 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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