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The Singapore National Eye Center has a unique approach to building customer

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

loyalty and boosting staff morale. In the attractive main lobby, management

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

Examples of combination products may in

posts customer compliments in a prominent area called the ‘Staff Recognition

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

Center’.

Alongside each letter hangs a picture of the staff member cited,

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

nd a certificate of appreciation signed by the Managing Director.

Imagine h

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

Combination pro

w these staff feel when they come to work each morning. Just walking through

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

the lobby they know they are appreciated – not only by their customers, but

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

also by their organization. Imagine how customers feel when they come for th

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

eir appointments.

They already anticipate receiving good service, and are m

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

re likely to express their appreciation when they get it. This is win–win–wi

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

at its best: the customer wins, the staff wins, and the National Eye Center

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

Following aspects would a

wins.

Key Learning Point
--------------------------------------------

dd to the challenges in developing combination products:

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

-----------------------------------
You can do this, too! When complime

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

nts arrive, be sure to share the news - not just in the staff cafeteria or t

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

e in-house newsletter.

Action Steps
---------------------------------

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

----------------------------------------------
Post testimonials (taste

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

Professional from academic institutions, pharmaceutical industries, health care indust

fully) in a public place, on your website, or in your regular mailings to cu

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

tomers. When complaints come in, you can publicize these, too. Be sure to in

.

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

clude a response from the organization expressing appreciation for your cust

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

Companies that provide selfless information through particip

mer's feedback and stating clearly what's been done to improve the situation

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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