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“The purpose of business is to create and keep a customer,” according to late management guru, Peter Drucker.

And there’s not a multi-channel marketer out there who doesn’t know the importance of a sound CRM strategy—and how critical it can be to the su

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

ccess of a business. CRM is all about acquiring and retaining customers—and enhancing your customers’ experience and relationship with you.

But can you have good CRM without good ERM—Employee Relationship Management?

A number of clients have to

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

Examples of combination products may in

d me that being better customer-centric has a lot to do with being better employee-centric. Because if your employees get no satisfaction, watch out. You just can’t bully your people into being customer-centric because you say you are.

One of the ways

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

that some of our clients are boosting their employee satisfaction is through team activities. Give it a try. It just might enhance your customer experience.

Involving your staff in team-based activities may increase CRM.

Teamwork, effective wo

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

k teams, and team building are popular topics in today’s multi-channel organizations. Successful teams and teamwork fuel the accomplishment of your strategic goals. Effective work teams magnify the accomplishments of individual employees and enable you

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

Combination pro

to better serve customers.

If you're experimenting with ongoing teams, start with a few to determine what team activities your organization can support. Teams require resources, and especially, time. Your teams are most effective when:

• A diverse gr

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

up of employees is able to participate,

• You limit the number of teams on which any one employee may participate,

• The teams establish a regular meeting schedule,

• You require periodic team goal setting,

• Minutes or notes are posted from team mee

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

ings or projects; and

• Teams self-perpetuate by regularly adding newer employees.

There are five work teams that every organization needs.

I’ve seen many different approaches to team roles and responsibilities. Different organizations may als

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

group responsibilities differently. As an example, a client recently asked the safety committee to take on employee wellness responsibilities in her organization. The team refused, preferring instead to add environmental responsibilities. With this i

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

mind, these are the five teams most frequently recommended.

1. Leadership Team

Often an organization’s senior managers or department heads, the leadership team is the group that must pull together to lead your organization. The leadership team

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

is responsible for the strategic direction of your company. The leadership team plans, sets goals, provides guidance to, and manages your organization.

2. Motivation or Employee Morale Team

Known by different names in various organizations, the

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

Following aspects would a

Employee Morale Team plans and carries out events and activities that build a positive spirit among employees. The team’s responsibilities can include activities such as hosting employee lunches, planning company picnics, fund raising for ill employees,

dd to the challenges in developing combination products:

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

and fund raising for philanthropic causes. They lead the celebration of company milestones, employee birthdays, and the arrival of new babies. They sponsor company sports teams. Have fun with this team since the only limit is the imagination of its me

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

bers.

3. Safety and Environmental Team

This team ensures the safety of employees in the work place. It takes the lead in safety training, monthly safety talks, and the auditing of housekeeping, safety, and workplace organization. The team prov

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

des recycling and environmental policy recommendations and leadership as well.

4. Employee Wellness Team

The wellness team focuses on health and fitness for employees. Popular activities include walking clubs, running teams, and periodic testin

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

of health issues such as high blood pressure screening. The wellness team can sponsor whole person wellness activities such as how to make a budget or lunch. It can also learn about investment products—not investment advice.

5. Culture and Communi

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

Professional from academic institutions, pharmaceutical industries, health care indust

ation Team

This team works to define and create the defined company culture necessary for the success of your organization. The team also fosters two-way communication to ensure employee input up the chain of command. It may sponsor the monthly ne

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

sletter, a weekly company update, quarterly employee satisfaction surveys, and an employee suggestion process.

Start several company teams such as these, and nurture their success. Remember, teams are a means to an end, not an end in themselves. But d

.

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

involve people from different parts of the company—mix managers and staff members. Let them get to know one another, what they do. Introduce marketing and merchandising folks to call center and warehouse people—to finance and IT personnel. When your

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

Companies that provide selfless information through particip

eople see successful teams, more of them will become interested in serving on the teams. The teams make your company a better place to work and provide the opportunity for real employee involvement and commitment. And maybe a better customer experience

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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