Advice You - Business

Imagine two customer service agents, Bill and Megan, who sit on the far sides of a room containing about 200 of

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

their peers.

Bill struggles on every call to provide the best care possible, going out of his way to curb his

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

Examples of combination products may in

temper when customers inappropriately challenge or even insult him.

Megan is wrapped up in herself and it sho

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

ws. She sounds curt and impatient and gives off the impression she’d rather be doing anything but taking calls.

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

These two sit so far away from each other, more than 150 feet to be exact, that they could almost be working

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

Combination pro

in different buildings. Nonetheless, they’re impacting each other in very meaningful ways.

(1) Bill receives c

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

alls from people Megan has upset. This makes his job harder to do because these folks expect hassles from him a

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

d they carry over their negative expectations into interactions with him.

(2) Megan’s negativity “contaminates

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

” her cube-mates, those sitting near her, and these vibes sweep through the entire building as fast as a tsunam

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

i. So, Bill gets blasted by Megan’s mood, despite the fact that she’s nowhere near him, at least in physical te

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

rms.

(3) Bill’s pay is diluted by Megan’s performance. Though he tries to up-sell and to retain customers, Meg

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

Following aspects would a

an’s customer defections cost the company so much that there is less of a bonus pay pool available for Bill and

dd to the challenges in developing combination products:

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

other top performers like him.

(4) Bill’s status, inside and outside of the company, is lessened because the

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

customer service unit doesn’t win the kinds of industry awards it could win if everyone was pulling her weight.

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

(5) Because customer service performance is so hit-and-miss, career tracks haven’t been laid into sales and ma

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

nagement and other company areas. When senior managers walk through the service area, they hear Megan on the ph

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

Professional from academic institutions, pharmaceutical industries, health care indust

one and infer that she, and folks like her, have topped-out and are incapable, if not undeserving of further cu

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

ltivation and promotion.

Bill likes to mind his own business and to just do his job. But can he afford to be i

.

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

gnorant about how Megan and others could be thwarting his performance and progress?

If you’re in customer serv

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

Companies that provide selfless information through particip

ice do what you can to encourage your peers to pull in the right direction.

It could mean a lot to your career

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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