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When you respond to a customer complaint, what do you hope will happen next? In

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

many cases, the answer is ‘nothing’.

But when you reply and the result is silen

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

Examples of combination products may in

ce, have you genuinely resolved the issue? Is your customer truly satisfied? Or

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

have they simply gone quiet, and maybe gone away?

If you’re making a sincere ef

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

fort to respond to customer complaints, then make sure you also track complainin

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

Combination pro

g customers until you are absolutely sure they have come back.

If you run a res

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

taurant, make sure they come back for dinner. If you work in travel, be sure the

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

y come back on board. If you’re in a bank, check they’re still using their credi

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

t cards. If not, your recovery effort remains incomplete.

My friend Steven Howa

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

rd puts it this way: ‘A customer is not a customer until she buys from you the s

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

cond time. The first time she is only a “trial user”. The second time she become

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

Following aspects would a

s a “customer”. The third time she qualifies as a “repeat customer” and, over ti

dd to the challenges in developing combination products:

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

me, may become truly loyal.’

Key Learning Point

Complaining customers are more

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

active and vocal than most. Your response should not shut them up, it should wi

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

n them back.

Action Steps

Start tracking the return and repeat purchases of yo

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

ur complaining customers. If they come back and patronize you again, you are on

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

Professional from academic institutions, pharmaceutical industries, health care indust

the road to great reward. If they go away and don't return, your `complaint repl

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

y system' is not working as it should.

Follow up with complaining customers who

.

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

do not return. Find out what you could have done, or should have done, to truly

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

Companies that provide selfless information through particip

recover their business. Then implement their suggestions - and keep on tracking

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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