Subjects - Business

When someone complains about their experience with your business, how do you view those complaints? How do you handle complaints? Do you encourage people to complain if they are not satisfied with your product or ser

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

vice? Do you have any type of procedure to handle complaints? Do you have any idea of the value of complaints?

Yes, I know that I just asked you many questions and you are probably saying what Ronald Reagan became a

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

Examples of combination products may in

customed to saying, “There you go again.” Well, in coaching, questions lead to answers and so there are many questions needed to find answers. And there are answers to the above questions that I believe require a str

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

tegic thinking view. Complaint handling is a strategic tool and all businesses and organizations need to make a commitment to address complaints in a professional manner. Unfortunately, in today’s world, handling com

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

laints is very misunderstood and undervalued in business.

Did you know that 70% of dissatisfied customers will return if their complaint is resolved favorably? Did you know that 95% of dissatisfied customers will ret

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

Combination pro

rn if you resolve their complaint on the spot? Complaining customers are really a treasure. That means there is great value in resolving complaints. Remember, it takes six (6) times more effort to attract new customer

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

than to retain existing customers.

Looking at turning complaints into compliments, I suggest a strategic thinking approach is needed. So, with this mindset, I developed a short list of action items that I believe wi

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

l turn your complaints into compliments. These action items are:

Action #1: Appreciate the fact that they have brought a complaint to you. You should thank them and then be calm and very attentive as they share the

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

r complaint.

Action #2: Acknowledge the feelings of the person with the complaint, but DO NOT tell them you know how they feel. This is a major error and could cause a rapid disengagement with the customer. Make su

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

e you allow them enough time to say what they want to say about their complaint.

Action #3: Provide an individual to listen to the complaint. Make this person accessible to the customer and have that person respond

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

mmediately to begin the process of addressing the complaint.

Action #4: Exhibit honesty and sincerity at all times with the customer. An apology is appropriate to acknowledge your being sorry that the customer had a

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

Following aspects would a

negative experience. It is critical to give the customer your undivided attention and to maintain a calm demeanor and remain non-confrontational.

Action #5: Ask the customer about solutions. It is a very effective

dd to the challenges in developing combination products:

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

tactic to ask very open-ended questions to help identify potential solutions to the problem in the complaint. For example, you could ask the customer, “What would make you feel better about this?” Or “What would you

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

ike to see happen in response to your complaint?” This enables you to potentially form an alliance with the customer to solve the problem. You can create an atmosphere of establishing the attitude that you and the cu

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

tomer are in this together to find a solution.

Action #6: Be a “person of your word.” You must do what you say you will do. Make promises you can keep and make sure you keep them.

Action #7: Follow Up with your c

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

stomer. This is a wonderful opportunity for increased contacts with your customer. Send them a note and let them know you appreciate their business, that they shared their complaint and that this experience will enab

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

Professional from academic institutions, pharmaceutical industries, health care indust

e your company to improve.

These are very practical and useful actions you can do to turn complaints into compliments. It is very important to remember that an unresolved complaint is very costly and very damaging to

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

your company. Swift, effective and caring complaint resolution is a very effective strategic tool for your business. And probably the most important thing to remember is that people, not companies, resolve complaints.

.

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

If you would like to learn more about the importance of listening to customer complaints and fostering a culture of swift, effective and caring responses to complaints so you too can turn complaints into compliments,

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

Companies that provide selfless information through particip

lease contact Glenn Ebersole today through his website at http://www.businesscoach4u.com or by email at jgecoach@aol.com

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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Subjects - A Strategic View of Changing Customer Complaints Into Customer Compliments

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