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Useful Advices - Expectceed - The New Frontier In Customer Service
The next time you visit your favorite store, take a moment to think about why you are going there. If you are like many, it is prob
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
ably because of the way you are treated. You see, every time we enter into a customer service situation we have certain expectation
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
s. In each one of these experiences, one of three things usually happens. Your expectation is met; it is not met; or maybe it is e
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
xceeded. Companies that strive to exceed your expectations are the companies that keep their customers coming back. The late Sam
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
Walton once had signs posted at the customer service counter to remind everybody: “Give the Customer More Than He Expects and He Wil
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
Continue to Come Back.” This is why it is vital that all your employees understand how important it is to keep meeting the custome
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
rs’ expectations and, more importantly, try to exceed them.
This is really not rocket science and, in fact, most of the time it is
This is really not rocket science and, in fact, most of the time it is
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
the very simple things an associate can do without adding any expense. Here is a very simple example. I stop at neighborhood bank
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
to make a deposit. The teller completes the transaction and then asks if I would like to have a balance printed. Or, while going t
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
o the same bank to make a withdrawal the teller asks if I would like an envelope. Real simple, but in both cases my expectations we
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
e exceeded.
All employees can reflect on this more closely by following a 4-step thought process labeled “Expectceeding”. This pro
All employees can reflect on this more closely by following a 4-step thought process labeled “Expectceeding”. This pro
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
cess applies to all areas of customer service. This means Sales, Marketing, Customer Service, Treasury, and yes, even your delivery
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
person. David Packard once said that Marketing is far too important to be left to the Marketing Department. The same can be said
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
about Customer Service. It is far too important to be left only to the Customer Service Department.
The first step is to think abo
The first step is to think abo
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ut personal customer service experiences. Reflect on the good, the bad and the ugly. This exercise allows employees to think about
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
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
what their expectations were before the encounter.
The second step is to build a list of what you think your customer expects when
The second step is to build a list of what you think your customer expects when
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
he contacts you. I call this The Customer Expectation Index. It is helpful to take this list and place checkmarks indicating wheth
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
er these expectations are not met, met or exceeded.
The third step builds on the previous list by examining how your competitors ha
The third step builds on the previous list by examining how your competitors ha
.
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
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
ndle these same tasks.
The fourth step allows you to examine the Index to see how these gaps can be bridged. The final outcome is
The fourth step allows you to examine the Index to see how these gaps can be bridged. The final outcome is
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
a concise list of how to better meet your customers’ expectations. Hopefully there will be plenty of areas where you can Expectceed
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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