Main Subject - Business

Most business owners, along with most salespeople, understand the value of relations

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

hip building in securing customer loyalty and consistent long-term repeat business. Unfortunately, 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

ny are not aware of the 'cornerstone technique' that must be present to sustain this

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

ongoing loyalty.

It forms part of, the all important, integrity issue. I am not referring to what m

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

ost people consider when the think of integrity, which is often equated with 'honestly'. However, it

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

Combination pro

is very closely related. I am referring to 'consistency of behavior' when interactin

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

g with the repeat customer. Why do I call this the 'cornerstone technique'?

The mai

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

reason most people repeat any behavior, including spending their hard earned money, is because it ma

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

kes them feel good. Any change that may damage that 'feel good' experience for the customer can put t

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

heir ongoing continuing loyalty in doubt.

Let me offer a simple example of what I'm describing. Let'

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

s say that you frequent a local coffee shop a couple times a week.

You like their food, their coffee

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

Following aspects would a

is ok, but it's not your favorite blend and they are a little expensive compared to the other coffee

dd to the challenges in developing combination products:

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

shops in the area. However, the decor is fabulous, it's very neat and clean, it's a family business

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

with the owner behind the counter interacting with virtually every customer in a friendly manner and

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

ou feel good going there.

Then you drop in two or three times in a row and notice that the owner isn

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

't smiling or interacting anymore. You aren't feeling as special or appreciated as you once felt. Sud

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

Professional from academic institutions, pharmaceutical industries, health care indust

denly, the 'feel good' goes away and you now just see the higher prices and the fair coffee. If the g

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

ood feeling can't be restored quickly, chances are that you will find a new coffee shop to frequent.

.

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

Master salespeople are part of the 'feel good' experience for their customers. Try to maintain

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

Companies that provide selfless information through particip

ng>'consistency of behavior' at all times. You will keep more of those hard earned 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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Main Subject - Relationship Building for Long-term Repeat Business

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