Subjects - Business

Are you striving to be the best of the best in your business? It’s not enough to just be “excellent” or “outstanding” anymore. A company must be “WOW” in order to survive a

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

nd thrive. Does WOW just mean providing great customer service? WOW is MUCH more than just “great Customer Service”!

A WOW customer transaction means...
Demonstratin

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

Examples of combination products may in

all the behaviors that meet the basic product and service needs, transactional needs and emotional needs of your customers so that your organization can efficiently exceed

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

all of its goals. Let's break that down and really understand what that means.

I'll use an example of visiting the grocery store. When I go to the grocery store and put

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

my milk, bread and eggs on the counter in order for the clerk to ring up my order, the behaviors she needs to demonstrate in order for me to walk out the door with my order

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

Combination pro

is to:

Know how to use the cash register
Have the math skills to count my change
Know how to open the bag and put my grocery in the bag

I can get those behavi

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

ors at any grocery store!! But now let's move to my transactional needs as a customer. Transactional needs enable me to feel that the employees are efficient, reliable, 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

confident with doing business with me. If I think to myself, she's not efficient, she's not reliable or she's not paying attention to me- I am observing behaviors that do n

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

t meet my transactional needs. Some of those behaviors would be:

Filing her nails
Talking on the phone with friends
Sorting her coupons
Counting her chan

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

ge
When they demonstrate those behaviors while I am standing at the register- my transactional needs are not met and I am NOT happy!

Now- let's review the emotional

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

eeds of our customers. Our customers have a need to feel respected, guided, appreciated and cared for when they bring you their business. If I get up to the register and I

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

Following aspects would a

on't feel respected, guided, appreciated or cared for it's probably because of these behaviors:

The clerk did not make eye contact with me
The clerk did not smile

dd to the challenges in developing combination products:

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

r> The clerk did not ask me how I was doing or if I found everything ok
Then she did not thank me for my business or tell me to have a good day.
But- if she DI

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

demonstrate those behaviors- I would have had my emotional needs met.

The most important thing to remember when defining WOW is:

Employees' behaviors create Customer fee

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

ings and Customer feelings drive them to actions that positively or negatively impact our business. In order to create WOW you must analyze all the behaviors that your em

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

ployees are doing. Then you must relate how those behaviors make your customers feel. Then, because of those feelings- you will be able to determine the actions that your c

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

Professional from academic institutions, pharmaceutical industries, health care indust

stomers will do.

When customers feel that you are efficient, reliable and confident in your business then they will come back to see you, they will tell their friends and

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

hey will give you more of their business. If they don't feel that you care about them, they feel that you are rude or inconsiderate they will file complaints, inform the me

.

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

dia and boycott your business.

In your quest for WOW- observe your employees behaviors. Relate those behaviors to how your customers feel and then compare those feelings t

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

Companies that provide selfless information through particip

your results. Do you have complaints, low sales, low customer satisfaction surveys? These are not WOW results and therefore your business is not living up to its potential

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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