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Business in recent years has taken on many new and complex dimensions; Competition is stiffer and margins are smaller. Success will no longer be related to technology,

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

size or product superiority alone.

In the quest to maintain market position, business leaders are realizing that one of the areas where they can improve profits, as w

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

Examples of combination products may in

ell as market position is by creating a customer-driven organization.

A customer driven organization is one that has recognized that the autocratic top-down structure

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

of the past, (where management, owners were the most important people in the company) must be inverted to place the focus on the customer, who is now the driving force

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

of the organization.

All of the organizations strategies, business processes, strategic plan and employees must focus on the most important person, the customer. Tod

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

Combination pro

ys focus is no longer on customer satisfaction its on exceeding customer expectations; customer service is expected, todays customers expect quality and service and the

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

y want it fast.

Being customer driven means being able to respond and fulfill those needs better and faster than your competitor.

An organization can only survive if

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

customers are satisfied and will thrive only if customers are delighted.

Determining Customer Needs

An organizations long term competitive advantage

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

lies in its ability to establish what there customers needs are, and their capacity to produce and provide a quality product or service that will satisfy those needs.

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

The reality is that without customers a business cannot exist.

Speed and Flexibility

Supercharge your business with speed, response time and responsi

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

eness should be given the highest priority, the typical customer want it may way and wants it now. Where possible maximize customer contact an

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

Following aspects would a

d pack your business with intangible value; the more value added benefits you can build into your customer relationships, the more you can influence their desire to con

dd to the challenges in developing combination products:

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

tinue to do business with you.

Always give more than people expect whenever you can, do more than you have to, give your customers more than they expect. Do the best y

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

ou can do and then do just a bit more. Your returns will come about in pride, satisfaction, recognition, revenues and reputation, none of which you can buy, all of whic

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

h are free rewards of a job well done.

Consistency

Many businesses are very accommodating with a new customer; they focus on getting new business (wh

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

ch costs on average five times as much as keeping an existing customer) instead of revitalizing and improving existing business.

Repeat and referral business is far mo

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

Professional from academic institutions, pharmaceutical industries, health care indust

re profitable than new business. Research shows that 70% of customers that take their business elsewhere do so because of poor or rude service.

Final Thoughts<

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

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Listen to your customers; Develop practices and processes that ensure that you maintain an accurate understanding of what the needs of your customers are; res

.

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

pond rapidly to those needs. In all of your dealings with others, remember that the primary function of business is to attract and maintain customers.

To become a trul

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

Companies that provide selfless information through particip

y great, enduring company you must make a total commitment to being a customer driven company

In the words of Winston Churchill Success is never final

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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