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How often do we see companies who live by the noble creed: the customer is always right? Is it possible that this approach could be self-defeating b

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

y ultimately damaging the commitment of the very customer service people who they hope to inspire?

Who's Always Right?

The Roman Catholic Church ap

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

Examples of combination products may in

plies the always right or do no wrong concept to one living person, The Pope. By church doctrine, His Holiness is incapable of error in matters of f

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

aith and morals and is therefore infallible. History has shown that the infallibility of one person, no matter how qualified, can be difficult for s

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

ome (like the Greek Orthodox) to embrace. Yet, how many businesses grant infallibility status to ANYONE who pays them? Makes you wonder about the e

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

Combination pro

ffectiveness of other leaps of faith that management might be requesting.

What's wrong with the always right belief in business?

Customer infallibi

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

lity is founded on the noble assumption that when a customer is happy, everybody wins. The unfortunate reality is that this philosophy often invites

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 to exploit this belief creating "win-lose" scenarios. We succumb to unreasonable demands or even abuse of the people serving them. The cu

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

stomer may be King. But monarchical loyalty has its limitations.

The king is dead. Long live the king.

If customer infallibility is a myth, then ho

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

w do we engage our people's commitment to serve them? How about:

If you love your customers, they'll love you back.

But, isn't this equally untrue?

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

Perhaps not, if we can recognize the occasional need for tough love. When and how might we dare to demonstrate tough love with our customers? Wh

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

Following aspects would a

en our relationship has evolved into a win for the customer and a consistent loser for us, shouldn't this situation be communicated and remedied? If

dd to the challenges in developing combination products:

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

a remedy can not be found, it's sometimes more effective for tough love to take the form of strategic loss of sales.

Who are your high-maintenance

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

customers that repeatedly take more than they give? What if they became your competitor's problem? If that happened, might you be better positioned

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

to direct your limited resources toward those who do provide opportunities for mutual "win-win" relationships? Is it time for you to provide some t

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

ough love to your most exploiting customers? Does some Strategic Loss of Sales make sense for you? With whom have you been top-line wise and bottom

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

Professional from academic institutions, pharmaceutical industries, health care indust

line foolish? What is preventing you from cutting the cord?

Before we take this too far...

While the act of buying shouldn't elevate anyone to Pap

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

al status, one critical fact remains. If we don't serve our customers with respect, empathy and even our love, they will seek someone who will. To re

.

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

place the infallibility mindset and still effectively fight the battle for loyalty, I suggest two alternative axioms.

* While the customer isn't al

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

Companies that provide selfless information through particip

ways right, we will always make the customer feel important.

* The Right Customer is a Profitable Customer

Palatable precepts for any denomination

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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