Advice You - Business

There are many ways to show your customers that you care about them. Let me share one that tells your customers that YOU DO NOT CARE ABOUT THEM. Rem

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

ember, my friend, that in business it is sometimes the little things that begin to tear down the company that we have worked so hard to build. One o

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

Examples of combination products may in

those little things is a real problem to me. I see it in almost every company and at almost every level. It is my belief that we do not realize the

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

impact it has on people. In some small way it affects our "believability." What is it? It is the thing we can not do without. It's the telephone.

W

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

hether you like it or not we live in the age of voice mail. There are some who wish they could return to the good old days and talk to a real live p

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

Combination pro

rson again. There are others who really do not care one way or another. But... now to my soapbox!

If you are going to use voice mail, please

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

>return your calls and do so in a timely manner. I fear too many of us have begun using voice mail as our personal gatekeeper. "I do not wa

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

nt to talk to that person, so I'll just let voice mail handle it." Your customers deserve your responsive call. They want to talk to a live person a

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

d they need to know that you are there for them. If you promise to call back and do not, it affects your credibility and believability.

I have

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

a friend who has an interesting voice mail. It goes something like this...."Hi, You have reached ______'s voice mail. I will not be call

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

ng you back so I do not care if you leave a message or not."

Now, this guy is a businessman. Frankly, I DO NOT CALL HIM ANYMO

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

Following aspects would a

RE! Personally, I think it is rude, and uncalled for. But that may just be me.

As a business owner, I personally believe that I want to be

dd to the challenges in developing combination products:

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

available 24/7. That is why I carry a "smart" phone with me. Many business people I know do NOT feel this way, and that is perfectly okay with me. H

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

wever, if there is a problem or need from a client/customer, I want to be able to address it. And address it NOW! That call is a concern from a cust

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

omer and it needs to be addressed.

I know some people pretty high up in their organizations that pass out their cell phone number

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

and tell people not to hesitate to call them if there is a need. To me, that is pretty impressive. Let me say it again,

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

Professional from academic institutions, pharmaceutical industries, health care indust

ng>If you are going to leave a message that says "I will call you back", then please call them back IN A TIMELY MANNER. If you do

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

not, the message is.... "I do not care and you do not matter to me. Also, "Do not trust me...I lie about things." It would be far better to not have

.

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

voice mail at all if you are going to KILL your business by not taking care of your business, and your phone calls.

Remember, in bu

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

Companies that provide selfless information through particip

iness it is often the little things that really count. Be sure that you are not on the path toward KILLING your business. Return your calls promptly

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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