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Main Subject - How To Know You're On A Winner
The catchword today for business is flexibility.
With changes in suppliers, customers, and the processes connecting them altering almost daily (or so it seems) the future cl
With changes in suppliers, customers, and the processes connecting them altering almost daily (or so it seems) the future cl
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
early belongs to the
organisations which can adjust to change quickly and effectively.
The good news for Call Centres is that, unlike more traditional sales organisations,
The good news for Call Centres is that, unlike more traditional sales organisations,
; 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
he modern Call Centre has the equipment in place to
measure this easily.
Instead of doing a sales training course and then waiting some weeks or months before you can reaso
Instead of doing a sales training course and then waiting some weeks or months before you can reaso
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
nably evaluate the effectiveness of the course,
the Call Centre can institute any change regarding CRMs and measure its
effect on sales on a frequent, regular basis.
In the
In the
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
traditional face-to-face small-scale operation, the manager can
make the change but not be sure of its effectiveness or whether the change
is due to the changes instituted a
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
things change anyway.
How do you know the improvement in sales is due to the new processes or due to something else? Or what if it is successful - how long does it last?
How do you know the improvement in sales is due to the new processes or due to something else? Or what if it is successful - how long does it last?
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
And what does this mean in practice?
At CustomCall, in line with its company Core Value of Continuous Innovation, this issue was dealt with in the following way: 6 CRMs from
At CustomCall, in line with its company Core Value of Continuous Innovation, this issue was dealt with in the following way: 6 CRMs from
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
different teams were brought together for 2 hrs for a workshop to improve their sales.
Then the sales conversion rates were measured over a one month, two month and three mo
Then the sales conversion rates were measured over a one month, two month and three mo
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
nth period.
These results were compared with their results for one two and three months preceding the workshop.
This produced an improvement of
one month + 11.43%
two
These results were compared with their results for one two and three months preceding the workshop.
This produced an improvement of
one month + 11.43%
two
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
onths +22.04%
three months +22.66%
Looks good but maybe everyone else changed too without any training.
So the same comparison was done with the whole campaign. Compar
three months +22.66%
Looks good but maybe everyone else changed too without any training.
So the same comparison was done with the whole campaign. Compar
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ng Campaign After-workshop-date to Before-workshop-date sales gave the figures:
one month –1.37%
two months +05.80%
three months +05.71%
Removing the changes
one month –1.37%
two months +05.80%
three months +05.71%
Removing the changes
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
which happened anyway for the whole Campaign, the final difference for the effect of the workshop on the training group was:
one month +12.80%
two months +16.24%
t
one month +12.80%
two months +16.24%
t
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
ree months +16.95%
Over three months the workshop produced a 16.95% increase in sales conversion rates.
Then the workshop was repeated for another 6 CRMs and after only one
Over three months the workshop produced a 16.95% increase in sales conversion rates.
Then the workshop was repeated for another 6 CRMs and after only one
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
month the change (minus Campaign change) was 16.30% improvement in sales conversion rates.
Getting CRMs from different teams means the change is not due to one Team Leader fo
Getting CRMs from different teams means the change is not due to one Team Leader fo
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
some reason bringing about a special improvement.
Comparing the test group with the whole Campaign means they're not undergoing an improvement which is happening anyway, as
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
he full Campaign serves as a control group for the test group.
This makes measurement a no-brainer.
Interestingly when I told one of the CRMs his sales had gone up 45% over
This makes measurement a no-brainer.
Interestingly when I told one of the CRMs his sales had gone up 45% over
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
the three months he said "Oh I didn’t realise". So even those who benefit from change are not necessarily the best judge of the value of that change, Luckily with mechan
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
sms in place to keep track we can make an informed objective judgment.
That was just one example but since all modern Call Centres have the equipment in place to do the same,
That was just one example but since all modern Call Centres have the equipment in place to do the same,
.
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
it's a waste of resources if they’re not doing some research like this at this very moment.
Maybe giving a group of CRMs an apple a day would result in increased sales
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
Maybe giving them an extra 10 min break would do that too.
Maybe oranges would be better. Who knows?
The key is to try something and then measure it.
(c) Jon Lonergan 200
The key is to try something and then measure it.
(c) Jon Lonergan 200
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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