Advice You - Business

Sometimes the last thing you want is to get stuck behind a big, slow-moving truck on a country road. Yet one morning, as we were driving our children to school, this is exactly what ha

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

ppened to me and my wife. At first a little annoyed, we eventually relaxed and accepted that our morning commute would take longer than usual.

Then, suddenly, the truck stopped in the

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

Examples of combination products may in

road and flashed its hazards. Before either of us could ask what was going on, we saw the stopped school bus on the other side of the road. While it may have been policy for the truck

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

to stop and apply its hazards for children boarding the school bus, it seemed pretty rare.

These days, most stories regarding trucks on the road are far from positive, so my wife and

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

were surprised to see a truck driver so cautious for the safety of school children. Noticing the “How is my driving?” sticker on the rear of the truck, my wife grabbed her cell phone.

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

Combination pro

She was so moved by the positive action of the truck driver that she felt she had to say something.

The customer service representative listened as my wife explained how overcome she

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

was by the responsible truck driver. She requested that her appreciation be forwarded to the driver, and the representative assured her it would.

But before hanging up, my wife had to

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

ask, “Do you receive many positive phone calls like this?” The woman replied, “While we do receive glowing reports of our drivers on occasion, unfortunately, most of the calls we recei

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

ve are for negative reasons.”

The sad truth is that this is the norm in almost any business, and, most likely, even yours. Just think of the time you spend in one work week responding

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

to negative calls. How many of your calls are for trying to make a sale, completing an order, or responding to a complaint?

Compared to these types of phone calls, how much time do yo

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

spend communicating with satisfied customers – the ones who love and support your business? These customers certainly deserve more time than you currently give them.

Giving your imme

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

Following aspects would a

diate full attention to a customer with a problem comes naturally. While these types of calls certainly require your time, don’t let yourself be consumed by them.

Instead of spending

dd to the challenges in developing combination products:

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

ll your time putting out fires, dedicate a fraction of your week to make a phone call, a visit or a lunch appointment with one of your satisfied customers. Thank them for their continu

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

ed support and use the opportunity to ask them if there is anything you can do to better serve them.

By showing your genuine appreciation, you are building on the good relationship you

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

have with your customers and strengthening their loyalty to your business. Doing this will also give yourself the added bonus of hearing positive affirmations and positive suggestions

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

rom encouraging customers. Knowing you are doing a good job satisfying customers will lift your spirits and recharge you for even the toughest of work weeks. You will walk into your ne

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

Professional from academic institutions, pharmaceutical industries, health care indust

xt sales call with more self-confidence than you could ever muster on your own.

Not only will it make you feel better, it will also help you develop into a stronger business person. B

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

ing open with your customers will allow you to see how you can serve them better, giving you the chance to strengthen your weaknesses. It will also help you discover your strengths, as

.

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

you hear exactly what has made your customers happy with your service.

You can’t walk around with a sticker on your backside that reads, “How is my service?” So make the effort to ca

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

Companies that provide selfless information through particip

l current customers and find out. Spending just a portion of your time with happy customers will build on the good relationships you have already made and help you build more like them

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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Promotional gifts serve your company in many different ways, and the items that you choose as giveaways should reflect their purpose. One important way that you can use promotional gifts is in prospecting for new clients.

We must let the artist within come out and step outside the traditional box of word communications only. Therefore, we must rewire our thinking – that is our visual thinking.

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