Advice You - Business

Many companies treat customer service as a necessary evil, an afterthou

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

ght, only needed if mistakes and problems arise. This viewpoint is best

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

Examples of combination products may in

reflected in the antiquated mindset: ‘No news is good news!’

When it

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

comes to customers, that’s bad news! Here’s why:

If you have a custome

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

who is happy and you do not give them a chance to tell you, you lose o

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

Combination pro

ne of the strongest opportunities to increase customer loyalty. The nee

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

d to be internally consistent is a driving force in shaping future beha

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

vior. In other words, if customers tell you how and why they are happy,

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

they are very likely to repeat the behavior that caused them such satis

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

faction – which was doing business with you!

And what if you have a cu

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

stomer who is not happy? Who would you rather they tell all about it –

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

Following aspects would a

you, or your prospects, competitors and other customers?

Key Learning

dd to the challenges in developing combination products:

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

oint

Theodore Levitt said it best: `One of the surest signs of a bad o

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

r declining relationship with a customer is the absence of complaints (

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

or compliments!). Nobody is ever that satisfied, especially over an ext

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

ended period of time. The customer is either not being candid, or is no

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

Professional from academic institutions, pharmaceutical industries, health care indust

being contacted.'

Action Steps

Contact a number of your recent custo

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

mers right away. Ask them for immediate feedback on your service. If th

.

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

ey are happy, your call will make them happier. If they are not complet

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

Companies that provide selfless information through particip

ely happy, your call will give you a precious opportunity to make it so

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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