Advice You - Business

I was having trouble with a set of tires I purchased for my automobile. The ride was rough and unacceptable. The store was willing t

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

o exchange the tires or give me a refund. However, it was not definite that the tires were actually the cause of my problem.

Paul, the mechanic servi

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

Examples of combination products may in

ing my cars for the last six years, offered to take a look. His son Mike did a diagnostic check that took an hour and a half. Afterwards, they explain

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

d what the real problem was. Then they offered a recommendation and I followed their advice. The problem was resolved with an exchange of tires to a d

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

fferent model.

This service from Paul and Mike is excellent customer care. But it gets even better. Paul refused to accept any payment from me for th

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

Combination pro

diagnostic service performed on my automobile. And it gets even better than that! Five days later I received a ‘Thank You!’ card from them both. They

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

thanked me for letting them serve me even though they didn’t charge anything after discovering the cause of my problem. Now that is great customer ser

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

ice!

I turned around and thanked them and their crew by having pizza sent over to their repair shop for lunch. The entire experience was truly delici

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

us ‘food for thought’.

***

Bravo to you and to your mechanics. This story illustrates three key principles in service.

First, Pau

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

and Mike understand the ‘lifetime value of a customer’. You have been bringing your car to their shop for six years. You have likely spent thousands

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

f dollars with them during this time. They can afford to give you an hour or two of diagnostic service at no charge. And with a gesture of generosity

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

Following aspects would a

ike that, you will spend thousands more with them in the years to come.

Second, the card they sent you was a brilliant investment of time and effort.

dd to the challenges in developing combination products:

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

Writing the card took no more than five minutes – yet it created an emotional impact no amount of paid advertising will ever match. Your ‘positive wor

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

-of- mouth’ when telling this story to others will be more credible than any newspaper advertising, more lasting than any radio or television commerci

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

l. Great service providers, Paul and Mike. (Smart business people, too.)

Third, your action in sending a pizza and sharing your story with me demonst

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

ates that great service really is a two-way street. What you send out comes back. What goes around, comes around. When you give with a generous spirit

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

Professional from academic institutions, pharmaceutical industries, health care indust

and an open heart, the world brings great things back to you.

Wishing you all the best. May you continue to enjoy smooth rides and smooth service.

K

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

y Learning Point

Delivering superior service isn’t rocket science. The fundamentals of world-class service are easy to learn – but not always easy to

.

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

apply. What makes one service provider better than another is not more theory or information. It’s more action!

Action Steps

Choose one of the funda

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

Companies that provide selfless information through particip

ental service principles in this book and put it into action this week. It doesn’t matter which principle you choose. They all work well – when you do

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 - Service is a Two-Way Street

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