Advice You - Business

Don't get me wrong. I’m not a Luddite. I love technology. If it weren’t for technology, I’d be the owner of a small marketing firm in southwest Florida

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

serving local clients and hoping not to go out of business every summer when the tourists leave. Instead I have a national firm with clients all over

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

Examples of combination products may in

he country.

That said, I urge my clients not to use technology to the detriment of human contact and customer service. The telephone is one key area w

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

here I believe this is taking place.

The automatic telephone answering system is an abomination that should be outlawed tomorrow.

I

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

ave occasion to place phone calls to attorneys' offices around 25 times a week. Here are circumstances I run into regularly (and lest you think I’m exa

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

Combination pro

gerating, let me tell you that these are much more the rule than the exception). Let’s assume I am a prospective client.

An automated voice answers an

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

d tells me that this is the Smith Law Firm, and if I know my party’s extension, I should enter it now. If I don’t know it, I should consult the directo

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

y. I push the number for the directory and am urged to enter the first three letters of the person's name. First or last name? What if I don’t know who

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

I want? I am informed by the disembodied voice that I can hold the line (or press zero), and someone will help me. So I hold the line, and the next th

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

ng I hear is “You have reached Amy, the receptionist. I’m away from desk right now so please leave a message.”

Gee, I don’t want to leave a message fo

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

Amy, so I hang up and call back. This time I consult the directory and punch the number for the attorney. He or she never answers. I leave a voice mai

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

Following aspects would a

l.

I’m exhausted and frustrated and I’ve made two long distance telephone calls. (By the way, what is the number one complaint against attorneys natio

dd to the challenges in developing combination products:

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

wide? Not returning phone calls.)

You are in the relationship business. It is not possible to have a relationship with a disembodied voice in an autom

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

ated system. Your clients hate it. Your prospective clients hate it. Everyone hates it. If you set out to deliberately annoy and offend everyone who co

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

tacts your office, you could not do a better job!

Did you know that research shows that what happens in the first 30 seconds influences client satisfa

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

tion more than every minute of customer service that follows?

Hire yourself a receptionist who loves people and has a warm and friendly phone personal

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

Professional from academic institutions, pharmaceutical industries, health care indust

ity. Call her (or him) the “Director of First Impressions.” I promise you will make more in additional fees and new clients than the cost of his or her

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

annual salary.

And remember, this all comes down from the top. If you give everyone in your office the impression that the clients are a pain in the b

.

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

utt, and that your main goal in life is not to be bothered, I can guarantee you that every member of your staff will reflect this attitude. They will t

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

Companies that provide selfless information through particip

y to please you. You’re the one who gives them their paychecks. Next time, try this: Hand them their pay envelope and tell them, “This is client money.

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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The problem with some business ideas is their cost. To manufacture and market a product you have invented could cost you millions of dollars. The investment in machinery, buildings, inventory and other expenditures could bankrupt you before your first sale ever occurred.

We have become so ingrained with the need the change, that we don't pause long enough to decide what does not need to be changed.

Advergaming is an interactive advertisement - a video game that promotes a certain brand, company, or product. There are several different ways marketing and gaming come together. One way works a bit like product placement in the movies - a product appears in the graphics of a game.

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