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Subjects - Brand Management: Customer vs. Employee
When it’s all said and done, all you’re truly left with at the end of the day is your company’s brand and what your brand stands for in the minds of both your customers and employees. But do you m
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
anage your company brand for the benefit of both constituencies: customers and employees?
Most companies that I consult with focus their brand management efforts solely on the customer. But if y
Most companies that I consult with focus their brand management efforts solely on the customer. But if y
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ou’re really serious about differentiating your brand from your competitors, then I suggest that you begin to manage and think about your brand from a dual, yet fully aligned point of view: custom
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
rs and employees.
Your brand, be it appliances, electronics, automobiles, clothing, etc. serves as a powerful magnet that attracts both customers and employees to your front door, while also serv
Your brand, be it appliances, electronics, automobiles, clothing, etc. serves as a powerful magnet that attracts both customers and employees to your front door, while also serv
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ing as an anchor to hold them. The best companies manage their brands from both the customer and employee perspective. And why not, after all isn’t it your front-line store employees who are the
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
face and personality of your brand to your customers?
Your current brand management focus and responsibilities should encompass the two most important components of your business: your customers
Your current brand management focus and responsibilities should encompass the two most important components of your business: your customers
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
and store employees.
Customer Perspective: Great brands connect with their customers on an emotional level vs. logical. It terms of emotion, what does it feel like viscerally to do business wit
Customer Perspective: Great brands connect with their customers on an emotional level vs. logical. It terms of emotion, what does it feel like viscerally to do business wit
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
you?
Brand positioning starts with a frame of reference that communicates to your customers an expectation they can achieve when doing business with you. However, you have to know who you are b
Brand positioning starts with a frame of reference that communicates to your customers an expectation they can achieve when doing business with you. However, you have to know who you are b
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
efore you can convince others.
Many companies often promote attributes of their products and services that consumers don’t care about. It’s important to assess not only product benefits and feat
Many companies often promote attributes of their products and services that consumers don’t care about. It’s important to assess not only product benefits and feat
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
res but in addition the customers buying experience: every point of contact, commonly referred to as “moments of truth" or “touch points."
From the moment your customers approach your stores to t
From the moment your customers approach your stores to t
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
he moment they leave, what was the experience like? From exterior, to store design, to product offering, to service - is your customer buying experience fast, friendly, and helpful?
It’s the ove
It’s the ove
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
rall experience that your customers will recall when it’s time for them to purchase again, therefore make it positive and memorable. While careful consideration of your brands point of differenti
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
tion is important, just as important are your points of parity with your other products and services. Be sure to assess on a continual basis your points of parity otherwise brand attributes that
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
were once differentiators may become minimum requirements, also know as “price of entry."
Employee Perspective: If providing your customers with a fast, friendly, helpful and memorable buying ex
Employee Perspective: If providing your customers with a fast, friendly, helpful and memorable buying ex
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
erience is key to success, then I think we’d all agree that the folks serving your customers are the critical link. Not technology, products, or store design; but people! Don’t get me wrong, tec
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
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
hnology, products, and hard assets are indeed important to your business, however, successful branding is all about connecting with your customers on an emotional level, and that can only be achie
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ed on the human level.
Technology is a great enabler, however your brands real moment of truth is when your customers are standing at the transaction counter looking into the face of your sales a
Technology is a great enabler, however your brands real moment of truth is when your customers are standing at the transaction counter looking into the face of your sales a
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ssociate. It is at this moment that all your branding efforts (promises) are either fulfilled or broken (*). Managing the employee dimension of your brand involves: recruiting, interviewing and
.
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
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
election, training, career development and business culture, which includes: motivation, teamwork, reward and recognition, and leadership. It is the people side of the business that represents yo
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ur brand to your customers that create the emotional link for brand loyalty.
* For a free report: “Motivating Non-Performers: 20 Do’s & Don’ts of Employee Motivation" go to: http://www.eps-i.com
* For a free report: “Motivating Non-Performers: 20 Do’s & Don’ts of Employee Motivation" go to: http://www.eps-i.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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