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The People aspect of business is really what it is all about. Rule #1: Think of customers as individuals. Once we think that way, we realize our business is our customer, not our product or services. Putting all the focus on the merchandise in our store, or the serv

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 our corporation offers, leaves out the most important component: each individual customer.

Keeping those individual customers in mind, here are some easy, down-home steps-to-remember when you want to keep ’em coming back!

1. Remember there is no way that the

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

Examples of combination products may in

uality of customer service can exceed the quality of the people who provide it. Think you can get by paying the lowest wage, giving the fewest of benefits, doing the least training for your employees? It will show. Companies don’t help customers….people do.

2. Real

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

ze that your people will treat your customer the way they are treated. Employees take their cue from management. Do you greet your employees enthusiastically each day; are you polite in your dealings with them; do you try to accommodate their requests; do you listen

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

to them when they speak? Consistent rude service is a reflection not as much on the employee as on management.

3. Do you know who your customers are? If a regular customer came in to your facility, would you recognize them? Could you call them by name? All of us li

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

Combination pro

ke to feel important; calling someone by name is a simple way to do it and lets them know you value them as customers. Recently I signed on with a new fitness center. I had been a member of another one for the past ten years, renewing my membership every 6 months wh

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

n the notice arrived. I had been thinking about changing, joining the one nearer my home and with more state-of-the-art equipment. So when the renewal notice came, I didn’t renew. That was 8 months ago. Was I contacted by the fitness center and asked why I did not r

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

new? Did anyone telephone me to find out why an established customer was no longer a member or to tell me they missed me? No and No. My guess is they don’t even know they lost a long-time customer, and apparently wouldn’t care.

4. Do your customers know who you are

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

If they see you, would they recognize you? Could they call you by name? A visible management is an asset. At the Piccadilly Cafeteria chain, the pictures of the manager and the assistant manager are posted on a wall at the food selection line and it is a policy tha

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

t the manager’s office is placed only a few feet from the cashier’s stand at the end of that line, in full view of the customers, and with the door kept open. The manager is easily accessible and there is no doubt about “who’s in charge here”. You have only to becko

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

to get a manager at your table to talk with you.

5. Go the extra mile. Include a thank-you note in a customer’s package; send a birthday card; clip the article when you see their name or photo in print; write a congratulatory note when they get a promotion. There

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

Following aspects would a

re all sorts of ways for you to keep in touch with your customers and bring them closer to you.

6. Are your customers greeted when they walk in the door or at least within 30-40 seconds upon entering? Is it possible they could come in, look around, and go out witho

dd to the challenges in developing combination products:

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

t ever having their presence acknowledged? It is ironic it took a discount merchant known for price, not service, to teach the retail world the importance of greeting customers at the door. Could it be that’s because Sam Walton knew this simple but important gesture

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

is a matter of respect, of saying “we appreciate your coming in,” having nothing to do with the price of merchandise?

7. Give customers the benefit of the doubt. Proving to him why he’s wrong and you’re right isn’t worth losing a customer over. You will never win

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

n argument with a customer, and you should never, ever put a customer in that position.

8. If a customer makes a request for something special, do everything you can to say Yes. The fact that a customer cared enough to ask is all you need to know in trying to accom

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

odate her. It may be an exception from your policy, but (if it isn’t illegal) try to do it. Remember you are just making one exception for one customer, not making new policy. Mr. Marshall Field was right-on in his famous statement: “Give the lady what she wants.”

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

Professional from academic institutions, pharmaceutical industries, health care indust

. Are your associates properly trained in how to handle a customer complaint or an irate person? Give them guidelines for what to say and do in every conceivable case. People on the frontline of a situation play the most critical role in your customer’s experience.

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

Make sure they know what to do and say to make that customer’s experience a positive, pleasant one.

10. Want to know what your customers think of your company? Ask them! Compose a “How’re We Doing?” card and leave it at the exit or register stand, or include it in

.

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

heir next statement. Keep it short and simple. Ask things like: what it is they like; what they don’t like; what they would change; what you could do better; about their latest experience there, etc. To ensure the customer sends it in: have it pre-stamped. And if th

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

Companies that provide selfless information through particip

customer has given their name and address, be sure to acknowledge receipt of the card.

Remember that the big money isn’t as much in winning customers as in keeping customers. Each individual customer’s perception of your company will determine how well you do this

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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