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Who doesn’t enjoy the accessibility of eating lunch or dinner in their car while rushing back to the office, or to t

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

heir child’s next activity? After all, quick service is what we expect from quick-serve restaurants. To make sure yo

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

Examples of combination products may in

ur quick-serve gets it right —at the dine-in, drive-thru, or to-go—the key to success is to get your employees to Gi

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

ve a S.H.I.R.T!—yes, there is an ‘R’ in there.

•Speedy accuracy—Get the order to the guest quickly and accurately.

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

Ensure, however, that speed is balanced with the rest of the formula. Far too often, drive-thrus feel like a mail t

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

Combination pro

rain in the old west—there’s a bag on an arm hanging out the window and you just pick up the food, pay, and go.

•Ho

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

spitality—Deliver three-second sizzle to wow the guest. Make their day by being friendly—it helps make the wait time

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

feel shorter and the guests smile. Some examples include: “Great to see you again!” “Having a great day?” “Going to

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

the game?” Or, try filling the dead time with small talk and conversation—make it an interaction vs. a transaction

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

.

•Inform—Don’t sell the guest, rather inform them of their options. Leverage the impact of point-of-purchase signs

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

or preview boards by asking the guest, “Which combo would you like today?” or “Welcome! Today’s special is…” This w

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

Following aspects would a

ay it’s suggestive selling without adding time to the experience.

•Repeat—To ensure the order is accurate, have the

dd to the challenges in developing combination products:

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

cashier repeat the order back to the customer as they order, as well as when the food is handed out to the guest. I

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

f the production crew is wearing headsets or listening to the order called back on a microphone, mistakes will be g

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

reatly reduced. I can not overemphasize this step—don’t leave the ‘R’ out of the formula!

•Thank—Always thank the g

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

uest and invite them back—but do it with flair. Examples include: “Have a great day!” “See you tomorrow!” “Enjoy tho

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

Professional from academic institutions, pharmaceutical industries, health care indust

se fries!” “Drive safe!”

“Have a good day!” and so on. Better yet, if you see a customer in a sports uniform, tell

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

them good luck in the game. Or, if there’s a customer in a work uniform such as scrubs or police garb, ask them if t

.

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

hey work around here, or tell them to tell co-workers about us, or say have a great day at work. This sort of commun

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

Companies that provide selfless information through particip

ication helps personalize a customer’s visit.

Who is up to the challenge? Let me hear some of your S.H.I.R.T-tales…

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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The best brand strategies are successful not because they are unique. Rather, they succeed because they show the customer that they have been heard and understood. And that requires a process of listening differently...

Have you tried doing business with a major corporation lately only to be left angry and in total frustration? The levels of incompetence seems to be rapidly growing by the day. Common sense has left us forever and has been replaced with the ever-growing ignorance, emotions and incompetency of these screw-balls that are running the asylum.

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