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At the Repair and Service Center of a well-known technology company, customers are invited to examine and try the latest computers while waitin

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

g to collect their current systems.

Except for one problem: they don’t have the latest computers on display!

Managers in the company’s Sales

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

Examples of combination products may in

epartment have decided their latest products are better off on display only in the Sales Showroom in a completely different building across tow

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

. Why?

In the minds of the Sales Managers, the Repair and Service Center is merely a cost center for ‘after-sales service’, not a vital profit

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

center for generating new business growth.

What an out-of-touch, narrow-minded, wasteful and expensive point of view!

Think about this: When

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

Combination pro

ou purchase a new policy or product, how much do you truly trust the salesperson offering the package?

Do you trust a salesperson from Company

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

A any more than someone you meet from Company B, C or D? Not likely. After all, you know the sale is just the sale. Once your money has moved

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

nd the product is in your hands, any future problems will be addressed by the people in Service, not Sales.

On the other hand, if you do have

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

problem and someone from the Service Center responds quickly and generously to your needs, will you feel a higher level of trust and confidenc

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

in that person? for that department? It’s likely that you will.

Customer Service staff earn your trust by appreciating your problems, showing

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

empathy for your frustration, taking action on your behalf and staying in touch with you throughout the process.

If they follow up afterwards

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

Following aspects would a

to ensure you are well and truly contented, your level of confidence could go sky high.

Smart companies leverage that confidence into new lead

dd to the challenges in developing combination products:

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

, immediate referrals, high-value testimonials, positive word of mouth, increased sales…and growing profits.

Key Learning Point
--

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

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Strong service systems and well-trained staff will ear

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

your customers' trust. Seize the opportunity you deserve. Build upon that trust - and turn it into sales. It doesn't matter what you sell: 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

rs, computers, credit cards, insurance or home entertainment systems. Give your service team the tools and training and rewards they need to le

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

Professional from academic institutions, pharmaceutical industries, health care indust

verage hard-earned customer confidence into well-deserved and profitable new business.

Action Steps
------------------------------

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

-------------------------------------------------

Review your current structure for generating sales and providing customer service.

.

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 they are far apart or separated by opposing `profit center' and `cost center' mindsets, you are leaving precious revenue behind. Get the two

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

Companies that provide selfless information through particip

connected! After all, what's more important: protecting your existing structure, or creating more confidence and commerce with your 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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Imagine a life where you're not allowed to turn. You can't turn your head, or your leg. You can't turn to your left or right. You can't turn knobs to open doors. You can't make any turns in roadsides. You can't turn other things, too, to access your favorite tunes, running water, or bottled drinks. Unthinkable?

How many of you find yourself working to this formula? ? x 2 = 3 i.e. Half the workforce working twice as hard equals three times the profit'. Or to put it another way, are you required to deliver an improvement on the numbers over the previous year, with the same (or a reduced budget) within a culture where staff who leave are not replaced?

Whatever company looked at there is a structure in place, whether it is the ideal structure and whether it works or is practical in real life is not important except to say that like all businesses, cruise ships, gas tankers, ferries, rowing boats and offshore supply vessels all have a management structure in place.

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