Advice You - Business

Christmas 2006

A lesson in customer relations from the logman

If you're giving great value let the cus

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

tomer try the market.

The customer is not always right.

Those who know my interests know how I love to

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

Examples of combination products may in

study business situations. Today from an un-expected source there was a great example of good customer r

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

elations and business practice.

With the holiday coming I had ordered a delivery of logs for our hearth

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

As usual I took the opportunity to ask the log man how business was in view of the run up to Christmas.

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

Combination pro

He is extremely busy trying to maintain good customer relations by satisfying all of his customers inc

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

uding one of the local inns as we run up to Christmas. This business is a pub which serves meals and the

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

log man delivers every week when the owner calls.

He has just made a delivery that meant him getting u

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

at 6am to get the delivery in because the owner of the pub had left it late with his order. When the lo

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

g man arrived at the inn at 7.30 am the inn keeper was still in bed!

To make matters worse when the log

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

man advised that a double load would have go upto ?80, a ?10 rise to cover increased diesel costs the in

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

Following aspects would a

keeper complained and said he would go elsewhere. Not surprisingly the log man said that if he felt tha

dd to the challenges in developing combination products:

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

t way that is what he should do.

This is a great business example because even though the inn is an imp

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

rtant customer and despite the frustrations the log man is confident because he understands the need for

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

good customer relations by giving good service, he was not afraid to;

A] Claim cost increases to maint

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

in his margins.

B] Let the customer try an alternative.

You may guess where I am coming from. The inn

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

Professional from academic institutions, pharmaceutical industries, health care indust

keeper has tried another supplier and found that he would have to pay an additional ?20 per load and not

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

get on call delivery. Yes, my log man got his account back.

The customer is not always right and someti

.

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

mes has to try the market to appreciate the deal he is getting. We have to have confidence in our servic

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

Companies that provide selfless information through particip

and ability to maintain good customer so that we can face the competition. I think the log man did well

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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Advice You - A Lesson From the Logman

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