Advice You - Business

am amazed at the effort companies put into building service brands on the outside, yet how fragmented they can be on the inside.

When fragmentation on the inside is experienced by 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

tomers on the outside, real trouble is brewing for the brand.

My student, KP, bought a new notebook computer at his nearby Mega-Mall. He was already brand-loyal – this was his fourth

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

Examples of combination products may in

computer in a row from the same company.

The notebook came with automatic one-year coverage. KP paid $1,300 extra for an extended three-year warranty.

Unfortunately, someone smashed

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

the window of his car and stole the new computer within a few months of purchase.

The next day, KP saw the same computer advertised in the newspaper and called the telephone number li

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

ted. The company does not sell direct to consumers, but promised to refer his request to an official ‘reseller’.

The reseller never called. KP contacted the company again. This time t

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

Combination pro

he reseller did call, but was completely unaware of the advertisement in the newspaper. KP explained exactly what he wanted and stressed his urgent need for a new machine. Two days lat

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

er, the reseller sent him a quote for a completely different and more expensive computer.

KP was now desperate to reconnect and incredibly frustrated by the poor service. He bought 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

new computer of a different brand…from a different reseller.

What a shame! The computer company lost a lifetime loyal customer due to a weak link in the sales and service chain. I won

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

er how many other urgent sales leads are lost in this chasm of poor reseller service?

KP then called the company, asking for a refund of his extended three-year service warranty. The

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

computer had been stolen before the warranty started, so the computer company had no financial exposure, no liability, no risk.

The company did not call back for two weeks. KP called

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

again and was told his request had been referred to the Legal Department. Another week passed before the Legal Department replied, ‘No refund.’

KP asked to speak to the Legal Departme

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

Following aspects would a

nt Manager, and was refused. The company sent another notice stating, ‘The policy is non-cancellable. No refund.’

What a crying shame! This company took in $1,300 for an extended warr

dd to the challenges in developing combination products:

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

nty they will never fulfil from a customer already saddened by the theft of his computer.

What a perfect time to show compassion and flexibility, provide a refund or at least credit t

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

owards another product or service. What an ideal moment to restore loyalty to the company. What a terrible time to count on the Legal Department for world-class customer service.

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

Key Learning Point
--------------------------------------------------------------------------------
Your service reputation is built, or destroyed, in every moment of cust

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

omer contact. If your marketing, delivery or service partners are weak, your reputation is at risk. If one department is out of touch, your service image takes the hit. Can you afford

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

Professional from academic institutions, pharmaceutical industries, health care indust

o partner with people who do not protect your reputation? Can you allow one department to sabotage your commitment to quality and customer care?

Action Steps
-------------

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

-------------------------------------------------------------------
Make a visual map of every business partner you rely upon. Then map each department that makes contact with you

.

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

r customers. Now rank them all from best to worst in quality, flexibility, competence and customer care. Take a hard look at the bottom 25%. These are the weakest links that are likely

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

Companies that provide selfless information through particip

to offend your customers and colleagues, and do damage to your future.

Don't let it happen. Make the decision now: either bring them up with firm support, or throw the bums right out

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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