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Advice You - How to Flop at Customer Service 101
Class, today we will review the syllabus for this freshman
level class, "How to Flop at Customer Service 101."
For today's overview, you need to understand that you are a
busy pe
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
rson and your customer is going to have to get
used to it.
This class is not a full semester class. It is designed as an abbreviated class because you can quickly learn how to b
This class is not a full semester class. It is designed as an abbreviated class because you can quickly learn how to b
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
a flop.
Here are the topics we will cover in this class:
"Over-Promise, Under-Deliver"
If you sell a product, tell the customer that the product they ordered will come i
Here are the topics we will cover in this class:
"Over-Promise, Under-Deliver"
If you sell a product, tell the customer that the product they ordered will come i
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
n on a certain date (because, deep
down, you still want to please them), even though you know
it is likely the product will arrive 3 days after that.
You want to get the customer
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
s hopes up.
If you sell a service, make a promise that you will do three more tasks than you actually end up doing. This sets a great expectation on the part of the customer for
If you sell a service, make a promise that you will do three more tasks than you actually end up doing. This sets a great expectation on the part of the customer for
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
the
work you're going to do. It is actually fun to see them
come crashing down when your work is less than they
expected.
Use Vague Communications
Leave it up to your cu
Use Vague Communications
Leave it up to your cu
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
tomer to contact you to confirm
appointments and deliveries. Never do this for them.
You need to keep them guessing. You have better things
to do, right?
Be as technical as poss
Be as technical as poss
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
ible when communicating with your
customer. Use terms and phrases to confuse them. Never
educate them! Keep them in the dark as much as possible.
(Why would you want an educated
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ustomer? They might
start asking you really good questions.)
Don't return phone calls, faxes, or e-mails in a timely manner (if at all). You don't have time for all of these com
Don't return phone calls, faxes, or e-mails in a timely manner (if at all). You don't have time for all of these com
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
munications.
If you must communicate, do all of your most important communications by telephone, not by e-mail or fax, so that there is no paper trail that others can follow. Yo
If you must communicate, do all of your most important communications by telephone, not by e-mail or fax, so that there is no paper trail that others can follow. Yo
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
don't want to be held to your word.
Do As I Say, Not As I Do
Whatever you tell your customer you are going to do, do the opposite (or at least do something different!).
Do As I Say, Not As I Do
Whatever you tell your customer you are going to do, do the opposite (or at least do something different!).
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
his is a great way to keep them on their toes. It sharpens
the customer's skills at honing in on their own confusion.
For example, if you tell them the product or service they
ar
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
e buying from you will cost $100, make certain the actual
invoice is for at least $150.
If They Don't Have Pain, They Won't Have Gain
If your customers experience pain whe
If They Don't Have Pain, They Won't Have Gain
If your customers experience pain whe
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
they do business
with you, they will grow as customers and be better for
it.
When athletes train, they feel pain; but that is the only way they gain! Athletes gain more muscle,
When athletes train, they feel pain; but that is the only way they gain! Athletes gain more muscle,
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
more
coordination, more skill, and more strength for their
sport, and they get there by experiencing pain through
their training.
Just as athletes experience pain that leads to
Just as athletes experience pain that leads to
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
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
growth
and greater strength, your customers need to experience
pain when doing business with you in order to grow as
individual customers.
See? You're actually doing your custom
See? You're actually doing your custom
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ers a favor by
setting up painful situations for them.
In Conclusion
During this class you will learn to make it as difficult as possible for your customer to do busines
In Conclusion
During this class you will learn to make it as difficult as possible for your customer to do busines
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
with you: Be unavailable, be confusing,
be late, don't confirm, don't follow-up, and create pain.
You're a busy person with a full schedule. You don't
have extra time on your h
.
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
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
ands.
In the subsequent classes, we will study each of these areas more in-depth. Then you, too, will be a flop at customer service.
*********
All right, enough! All kidding as
In the subsequent classes, we will study each of these areas more in-depth. Then you, too, will be a flop at customer service.
*********
All right, enough! All kidding as
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
de, each of these
situations happened to me within one week with several
businesses. Now, go out there and do the opposite of
what you just read!
© 2005 Borgeson Consulting, Inc
© 2005 Borgeson Consulting, Inc
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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