Main Subject - Business

Go the extra mile and make everyone smile

How many times have we all called a company and been greeted with the most misera

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

ble person of the year?

How many times do you call and the operator cannot speak your language or understand you properly?

How ma

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

Examples of combination products may in

y times have you rung a company to ask a question and been greeted with "no - sorry - can't help you" when you KNOW that they have

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

to know the answer?

In my experience - too many times have I had the 'pleasure' of these calls - not the operators fault though -

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

blame it on the company they work for - and the trainers.

In 2006 all that I hear and see are companies who want the quick and ea

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

Combination pro

y way out of a phone call:

Call centres flashing up how many people are waiting to talk
Phones showing how many calls are wai

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

ting on that line
Telesales operators being timed on their calls, and getting warnings about being on the phone too long

Ever

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

thing that makes the caretaker of your phone call try and get rid of you as quickly as possible. But all that they end up getting

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

rid of is ultimately a customer!

Cheap call centres are all good and well, but at what cost to your company in the long run? Save

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

you pennies now – costs you pounds later when you find that you have lost most of your clients to the few companies out there who

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

are. Sooner or later, the consumer realises that if you buy cheap you pay twice. The large corporate should sit up and take notic

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

Following aspects would a

e.

When dealing with overseas call centres, it is not good enough simply making sure that the employee knows our language – they h

dd to the challenges in developing combination products:

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

ve to know our weather – our culture – our accents! They are not the only ones with different dialects especially in the UK. When

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

trying to get a phone number, it is simply unacceptable to have to repeat the town spelling SEVEN times as I did recently, and I h

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

ve an accent that unfortunately has been compared to that of the Queen several times!

Just because a call centre is only 20 staff,

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

does not mean that it cannot cope with National calls. Many smaller companies across the UK are now bouncing back, and you find tha

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

Professional from academic institutions, pharmaceutical industries, health care indust

t multinational companies are realising that the cost savings compared to the Customer Service loss is non comparable.

Many of the

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

e little pods simply link up with fantastic technology to other similar size call centres and share the calls.

Online databases en

.

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

sure that all partners are singing from the same hymn sheet - no-one realises when you pick up the call that they are not talking t

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

Companies that provide selfless information through particip

the company themselves but to a partner.

Watch out you big impersonal call centres – little ones are ready to take over the world

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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