Advice You - Business

Most businesses do a very thorough job of defining their target audience for their service or product, and many have high-priced ad campaigns to reach that select group of people. Fr

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

om niche-specific industry journals, to focused magazines and newspapers, to locale-based promotions, a good deal of thought goes into generating interest. But does the same amount o

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

Examples of combination products may in

f brainstorming occur for answering questions as a result of that publication?

Unfortunately, many businesses don’t consider what happens after customers see the ads; the hope is tha

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

folks will knock down the doors or phones will ring off the hook. Business owners assume that their front-line employees will be able to service just about every question or concern

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

, but quite often, failure to do just that will result in the customer going away, never to return.

It’s not that the first-point-of-contact employee isn’t knowledgeable; it’s usuall

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

Combination pro

that they aren’t trained in the myriad of specifics involving products or services offered. So, what happens is that they either take a message for someone else to call back or tran

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

sfer the caller to voice mail-which more than often tells the customer to call back, anyway. By this time, a customer’s initial interest is starting to wane, especially if all that r

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

eally wanted was a fairly simple answer to their unique situational question. If they have to wait even a few hours for an answer, they have time to go elsewhere and get an answer th

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

t suffices because of a possible need to make a quick decision.

On the other hand, some businesses have very complex structures for fielding queries, and most are detrimental. One t

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

hat is particularly irksome is to demand a customer’s account number or password before providing even basic information or answers. Another is to offer lengthy menu options to route

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

the call accordingly, oftentimes forcing the customer to repeat his selections-all to find out a simple yes or no answer. If a business truly wishes to offer stellar service, they wi

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

Following aspects would a

ll avoid these pitfalls and have representatives available to answer questions immediately, and in detail.

This means that everyone dealing with the public has excellent, thorough tr

dd to the challenges in developing combination products:

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

aining, preferably with an ability to pull up records, either on line or on paper. Doing so will assure customers that the information given is individualized to their needs and acco

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

nt, if one already exists. (Giving a customer a price quote for 100 more items may be different if the rep realizes that the customer has already placed an order for 1000.) Reps sho

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

uld also be educated in the proper way to speak professionally, so that answers are relevant, clear and complete. They should take notes of every conversation and file accordingly, s

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

if the customer calls back later neither he nor the rep has to start from the beginning, which wastes everyone’s time and can result in a totally different (and confusing) answer.

S

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

Professional from academic institutions, pharmaceutical industries, health care indust

hould disputes arise that require intervention, management should be advised to relay answers that first follow the company’s guideline, but support any promises made by the represent

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

atives, if legally and financially feasible-for example, replacing a part at no charge, even if out of warranty. Afterwards, the guidelines must be reviewed with the rep, and the dec

.

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

sion discussed with other managers for future reference involving this or other customers.

When it comes to answering a target market’s questions, it’s actually pretty simple: have t

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

Companies that provide selfless information through particip

he resources to respond quickly, accurately, and thoroughly. Customers will appreciate the ease of doing business with such a company, and will be more likely to do so in the future

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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