Advice You - Business

All too often, businesses impose strict guidelines as to how customer service focused employees should correspond with their client base. First and foremost, the majority of companies, no matter in what industry, stre

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

ss how important it is to respect and develop strong relationships with their customers. This trend was commenced years ago, when it was a genuine gesture to make a courtesy call or visit to ensure customer satisfacti

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

Examples of combination products may in

n. Today, we experience the monotone customer service representatives who do not necessarily associate follow-ups and call backs as rapport-building techniques.

Firstly, let’s discuss the importance of our customer s

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

ervice departments. Whether we like it or not, customer service has been overshadowed by the overwhelming amount of office politics and the so-called need to have meetings about what the next meeting will be about. C

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

stomer service representatives are the key to a successful business venture. They are the backbone and frontline contacts that are able to make or break the sales targets. They are also the individuals who will encou

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

Combination pro

age customers to come back, pending that the customer’s experience was a positive one. Customer service and sales managers are always trying to enforce the “Wow” factor when dealing with their customers, but a key ele

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

ment is being omitted. I believe that there are three underlying constituents in creating a positive customer service department. Positive in the sense that the customer is satisfied, the service representative has c

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

mpleted their tasks successfully (with a smile of course), and the company has fulfilled their duties in providing a profitable product or service.

1. Knowledgeable Customer Service

It is a frequent occurrence that

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

ndividuals experience a negative customer service experience. I would say this is mostly due to lack of training and even worse, a shortage of product or industry information. For the most part, customer service repr

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

esentatives are able to answer questions for their face value. This is regurgitated information provided by the desktop computer. The customer knows this! But what happens when a detailed explanation is required. W

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

frequently hear the ums, ahs, sighs, and dead air. Companies need to spend more time, effort, and money in providing customer service departments with extensive training on their products and services. As well, incr

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

Following aspects would a

ase the abilities of the employee to answer questions without referring to a 6” reference binder. Heck, why not even provide a little training on what the competition has to offer? Would this not help provide an even

dd to the challenges in developing combination products:

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

better customer experience, already knowing what your competitor is offering?

2. Involvement in Business Development/Sales

Why are customer service representatives so frequently left in the dark? Sales representat

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

ves and business developers are striving to increase sales numbers and improve the customer base for their respective companies. In this process, sales teams are too busy concerning themselves with year end bonuses an

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

meeting targets. Imperative information on the customer is not being transferred to the customer service agents. A customer service agent should, in essence, know just as much if not more about the customer than tha

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

t specific sales person. Sales persons, with all due respect, should open an ear as their service representative could potentially highlight critical sales and service issues. Do not forget, they are the individuals

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

Professional from academic institutions, pharmaceutical industries, health care indust

peaking to the customer every day. Individuals employed as outside sales and/or new business developers should absorb information from their customer service team, and respect it for more than just face value.

3. W

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

y Not Remunerate?

I will put this as simply as possible. When will companies associate Customer Service Representative satisfaction with improved work performance and profitability? If not for the few key individual

.

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

s who pay extra care to detail, quality, and the customer themselves, companies would take a turn for the worse, inevitably. Bluntly said, companies need to improve the gratification of their customer service teams:

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

Companies that provide selfless information through particip

ncrease salaries, improve benefit packages, create bonus structures, monitor performance closely and reward those who deserve it. When we companies go above and beyond the so-called industry standards for remuneration

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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