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We all live and work in a constellation of relationships based on service. You can see this with the customers you serve and the suppliers who serve you. But this is also true with colleagues, employees,

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

managers, family, friends, government agencies and community members.

When you improve service in every direction of your life, you’ll find new ways to connect to your customers, through your customers

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

Examples of combination products may in

Paul in South Africa explains:

‘Passing on supplier benefits to our customers’ employees creates a deep-rooted loyalty that is hard to break. We supply fuel to a company with a large fleet of trucks o

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

commercial contract. But we also give the truck drivers a special deal on fuel for their personal cars and on any purchases they make at our convenience stores. This creates brand familiarity and apprec

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

ation that are part of their daily lives.’

What a positive and productive idea. But how many suppliers are doing this? Are yours? Are you?

Here’s another example:

Sandy and Savvy enjoy vacations at Th

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

Combination pro

Wickaninnish Inn in Tofino, Canada. The hotel knows they adore their friendly dog, Tess, and bring her along whenever they visit. Two weeks before a recent vacation, the dog received this letter:

Dear

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

ess,

It was good to learn you will be bringing your parents to the Wickaninnish Inn. Upon arrival at the Inn there will be some paperwork for one of your parents to complete regarding responsibility for

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 while at the Inn. Once that is complete and you are settled in your room, the 1.5 mile long Chesterman Beach awaits, and there are many sticks for you to choose from!

Do remember not to chase the b

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

rds, as many of them use the beach as a resting and feeding area on their migration route. There is a washing station and towel storage as you leave the beach, where you can rinse off salt water or sandy

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

paws and dry off.

Please be aware that the District of Tofino requires all dogs to be on a leash at all times. This bylaw does include all public beaches including Chesterman Beach. Remind your parents

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

o bring your leash!

A few final points to remember are that we ask you to wear your leash at all times in the common areas of the Inn, and that you never be left unattended in the room unless you have b

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

Following aspects would a

ought your portable house. We do have a couple of houses available at the Inn. Lastly, your parents are paying an additional $20.00 per night for your stay, so treat them kindly and do not make off with

dd to the challenges in developing combination products:

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

heir slippers.

We look forward to seeing you at the Inn.

Sincerely,

Crystal @ The Wickaninnish Inn

What a smart letter!

The Wickaninnish Inn serves the ‘paying’ customer by writing to the ‘pawing’ c

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

stomer with all the rules and regulations. Everything is clearly stated, but no one takes offense. In fact, I’ll bet Tess’s tail is wagging (Sandy’s and Savvy’s, too).

Here’s another powerful example: T

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

he Prisons Department in Singapore says: ‘Our mission in life is to get criminals out of prison.

’To help prisoners rehab, renew, restart and not return, the department manages a holistic program of in-

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

are and after-care service. The Prisons Department connects to each ex-offender by connecting through the police, courts, family members, friends, neighbors, volunteers, employers and society at large.

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

Professional from academic institutions, pharmaceutical industries, health care indust

uestion: Who is the customer?

Answer: Everyone.

Key Learning Point
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Connecting with your customers can include

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

much more than just direct contact. The people in your customers’ lives could be people you serve, too.

Action Steps
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.

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

Draw a bicycle wheel with your customers in the center. Put key people (and pets!) in your customers’ lives on each of the connecting spokes.

Now find new ways to serve those ‘connected people’ be

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

Companies that provide selfless information through particip

ter. Ask them what you might do to help, add value or simply make things easier. Check with your customers, too. Remember, each time you connect through your customers, you also connect to 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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