Advice You - Business

When you think about ways to gain repeat business from your customers, you probably turn your thoughts to marketing efforts such as advertising, public relations and other means that will all

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

ow you to repeatedly be seen. However, without one particular element included in your plan, your efforts to entice customers to buy over and over will fail. Even autoresponders - the "king"

; 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 repeat exposure - can't produce the type of loyalty needed to ensure your customers continually send their dollars your way.

This missing link is often not even considered as part of a mar

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

keting plan - but it should be! What is the secret to repeat business? Exceptional customer service. Are you surprised? You really shouldn't be. Put yourself in "consumer mode" for the next m

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

nute or two and let's explore the power of a solid customer service program.

Think of the last time you purchased from a business and had a poor experience. What brought you to the business

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

Combination pro

to begin with? Maybe low price. Perhaps it was that the company had a product/service you needed immediately. Even selection can play a role in attracting us to a business. But once you bough

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

, what happened next?

When the product didn't live up to your standards or when the service didn't work as expected, did you get the response you needed? Did the company show concern for you

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

r position? Did they correct the mistake or issue a refund? If not, you - like most others - probably left vowing never to buy from them again.

What you experienced was a marketing plan that

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

had no follow-through. They were able to entice you and draw you in. They were successful in getting you to spend your money. However, when it came time for the plan to promote "backend sales

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

", it failed. It had no follow-through and they lost the remainder of your business for life.

Here are several things to consider when creating a customer service program that will help to b

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

ost your marketing plan and your repeat business.

1. Weigh your options. Many small business owners panic at the sound of the word "refund". Don't! Think seriously about what you'll be losin

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

Following aspects would a

. You could take a small loss of $29.95 now (or whatever the cost of the product is) in exchange for future sales; or you can retain your $29.95 and lose hundreds or thousands of dollars late

dd to the challenges in developing combination products:

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

r in future business. If their complaints are handled to their satisfaction, the majority of consumers say they will buy from your company again.

2. Get personal. The number one complaint mo

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

t consumers have is that businesses don't appear to care whether they buy from them or not. Get to know your customers. Send a thank you note or small gift when a purchase is made. Fire off a

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

short "just checking in" email when the customer's purchases seem to slow down just to ensure all is OK. This extra effort will be noticed - and appreciated.

3. Follow through. If and when

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

problem with a customer does arise, be sure to follow through. Don't simply tell the customer that you'll ship a replacement product immediately. Call or email them a day or two later to be

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

Professional from academic institutions, pharmaceutical industries, health care indust

sure the new product arrived and is working as needed. This is a true way to WOW your customers and lock in future purchases.

4. Have a plan. Don't fall victim to "policy", but do have a fle

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

ible plan of action for when customers aren't 100% satisfied. Knowing what you plan to do will alleviate some of the shock and stress associated with handling unsatisfied customers. It will a

.

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

lso allow you to present yourself in a helpful and friendly way when working to fix the problem.

A 1996 study performed by the U.S. White House Office of Consumer Affairs proved that, if you

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

Companies that provide selfless information through particip

treat your customers with genuine caring and fairness, they will indeed reward you with their repeat business for years to come. That's something you just can't get from ads or autoresponders

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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Advice You - What's the Secret to Repeat Business?

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