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I just got back from my local wireless store and I’m full of venom! Have you tried to buy a new phone lately? There are many different pr

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

ices for every phone. First, it was $150, then $200, then $250. My son, an 11-year old with a Blackberry, wanted the Pearl and had saved

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

Examples of combination products may in

enough money; however, because he recently bought another phone, the carrier wanted the highest price - so my little man will have to wait

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

until his next birthday.

Wireless carriers seem completely oblivious to the fact that their customers have choices. When I teach compan

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

es how to hit a Grand Slam with their customers, I stress the word respect. We are bombarded with messages from wireless companies, morni

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

Combination pro

g, noon, and night. These companies are apparently more interested in trying to woo new customers than in keeping their existing 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

s happy. In fact, according to a recent poll by Telephia and Harris Interactive, 80 percent of subscribers who switched carriers in the l

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

st year had been offered no incentives to stay with the carrier they abandoned. Further, more than half of those who switched said they mi

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

ht have stayed put if the carrier who had their business had made them an offer. Such an offer would have shown respect and appreciation.

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

Incredibly, carriers actually charge us to shop somewhere else (with excessive cancellation charges)!

Here are three tips for showing re

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

pect.

• Meet your customers’ tangible needs. Have the right products in stock. Have enough associates on the floor to quickly help waiti

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

Following aspects would a

g customers. Waiting in a wireless store is like watching paint dry.

• Don’t forget your customer’s emotional needs. Never lose your cust

dd to the challenges in developing combination products:

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

omers’ trust and confidence. When you say you will do something, actually do it. Remember Babe Ruth? Legend has it that he promised a si

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

k child he would hit a home run for him, and then followed through! What a great example for corporate America! Be honest and up-front wi

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

h customers.

• Respect the complainers. Most people don’t complain they just shop someplace else. They vote with their feet and accordin

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

g to the Harris poll, it’s quite costly to the carriers. When we complain we are essentially saying, “I want to be your customer, do some

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

Professional from academic institutions, pharmaceutical industries, health care indust

hing!” It’s vital to respond, and cost efficient to take immediate action.

My son called an 800 number to ask for a discount on his new p

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

one. No luck! They could have given him a free battery, or a sync cable, or another of all the many things such companies have available

.

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

at little cost to themselves. To do so would have shown respect and concern.

Delivering great service is simple, but not easy. To deliv

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

Companies that provide selfless information through particip

r excellent customer service, we must respect that our customers have choices and do everything humanly possible to keep them as customers

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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There is a major restructuring of American industry under way and, so far, the traditional labor union is not a part of it. Unless there is reform in labor legislation that protects individual and national freedoms, unionism may become a one-lifetime phenomenon. Let us hope not. We need responsible labor unions.

Consider your life as a business enterprise. Overshadowing everything else is a business goal and a strategy to reach that goal.

Work doesn't have to be a four letter word that can't be used in polite company. If you don't break into a smile when you think about what you do for a living, it is time for a career change.

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