Advice You - Business

There are two kinds of customer service we all experience occasionally, outstanding customer service, and bad customer service. What we experience most of the time is mediocre cu

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

stomer service.

Mediocre is a strong word for average. That’s where your experience as a customer is not memorable, nothing special - under-whelming might be a good word!

The p

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

Examples of combination products may in

roblem with mediocre service is that it doesn’t give you a competitive edge. You simply compete with all the other businesses like yours who keep undercutting each other on price

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

and quality to stay in business.

I asked a group at one of my seminars to write down the name of places they’d gone to do business that they considered outstanding, and then we

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

discussed why they considered them outstanding. Nobody came up with more than one name, and some couldn’t think of even one business that they considered outstanding.

In all cas

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

Combination pro

s the outstanding businesses had one thing in common, they did something that mediocre businesses don’t do. They added value.

They gave you something you didn’t expect. They oft

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

en surprised you. They had more of a personal touch. They handled problems more quickly and with a sense of urgency. They followed up on a promise. They remembered your name and

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

miled when they said it. They thanked you for your business, and meant it in their voice. They trained their people and validated their contribution to the success of the busines

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

s.

My local restaurant, Yia Yia’s Euro Bistro is a great example. I was dining at the bar one evening with a client from England. My client expressed disappointment that Yia Yia

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

s didn’t have a baked potato on the menu to go with the steak he ordered.

The bartender, Joe, said. “Sir, if you don’t mind waiting just a little bit longer we’ll get you a bake

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

d potato. Joe got one of the waiters to drive down the street to a neighboring restaurant and return with a hot baked potato.

My client was amazed. I wasn’t - because this is ty

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

Following aspects would a

pical of what this restaurant does to delight its customers. Which is why it enjoys its solid reputation and success. Could it be something to do with the philosophy of the owner

dd to the challenges in developing combination products:

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

and management team?

Understand that in today’s global economy, loaded with options, customers are demanding that products and services be faster, better quality, and cheaper;

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

so, in order to be really competitive we have to be more creative in finding and keeping customers, more disciplined in controlling our costs, and more responsive to customer con

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

erns.

In short, we need to be more than average. We need to kill mediocrity. We need to add value. Here are some ways to add value and move from mediocrity to outstanding in you

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

r business:

1. Surprise your customers with something extra, without an extra charge.

2. Do something different and better than your competition, like Great Harvest Bread who i

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

Professional from academic institutions, pharmaceutical industries, health care indust

vites you in for a free slice of freshly baked bread and makes you feel at home whether you buy or not at the time.

3. Anticipate your customers’ needs, like the bellman in a Ph

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

iladelphia hotel who gave me a complimentary map of the city, knowing it was my first time driving there.

4. Make your customer feel important with a compliment, or by rememberi

.

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

g her name, like Peggy at Sumner Regional Medical Center who said I had a great tie as she greeted me upon entering the building.

5. Help your customer’s business by sharing an

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

Companies that provide selfless information through particip

article, by giving a referral, or by introducing him to another customer.

There's nothing magic about adding value, but when you do, you put the magic back into customer service

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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Advertising gifts are those gifts that you hand out to potential clients and to future clients to keep your company's name on the tip of their tongue and in the forefront of their minds. Mugs and mouse mats and other functional items are great for this purpose, as there is a good chance that your advertising gifts will be used again and again by customers and your name will be exposed to them constantly as well as to anyone that they come into contact with.

Taking a look at the surroundings we can essentially tell that businesses are famously recognized because of the printed materials that we see. These materials had significantly played a vital role in creating impression that will last.

While the field of medicine is constantly evolving in the applied technology and health treatments, innovative medicine is not far behind. The field includes the employment of a Physician's Assistant or a PA.

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