Useful Advices - Business

Last week I went to a local pharmacy to have a prescription filled. As I approached the prescription counter I noticed a s

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

ign beside the cash register that said, “ Let’s Talk.” Considering it an invitation I said in a friendly, cheery voice, “

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

Examples of combination products may in

OK let’s talk.” and proceeded to say “ How are you today?” The woman waiting on me was not amused. She looked at me in fr

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

igid, non-responsive silence and finally said cooly, “ Can I help you?”

It didn’t take a degree in nuclear physics to figu

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

re out that she was totally ignoring my humble attempt to be friendly so I too immediately responded to her icy tone with o

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

Combination pro

e of my own. I gave her the information regarding my prescription and was told curtly that I was at the wrong counter. I

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

was at the “PRESCRIPTION OUT” counter when I should be at the

“ PRESCRIPTION IN ” counter. How silly of me to make such a

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

mistake. Maybe that’s why she was so unfriendly to me. I had committed a huge unforgivable sin in Pharmacy Land.

As I ap

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

proached the proper counter I once again saw the sign, “ Let’s Talk.” and decided to give the place a second chance. I lo

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

oked at the lady waiting on me and said once again in an upbeat and friendly tone, “ The other woman who waited on me wasn’

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

really in the mood to talk so I came down here. So “Let’s talk.”

Again stone cold, icy silence followed by “ Can I help y

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

Following aspects would a

ou?” If you can’t beat them, join them so I too became cool, abrupt, assertive and said, “ Mike Moore/ Doctor Quinn/ asthm

dd to the challenges in developing combination products:

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

a medication/ repeat required please. She checked the computer and found that I did have 4 repeats left. I told her that

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

I would be in at 10:00 a.m. the next day to pick it up and I left. I know I shouldn’t have responded in kind but I was tic

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

ked off at the way a paying customer was being treated.

I wanted to hand the woman my card and tell her that I spoke to co

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

panies and organizations on customer relations and would be more that happy to conduct a seminar for their employees on the

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

Professional from academic institutions, pharmaceutical industries, health care indust

topic. But I didn’t.

I’m not saying that dealing with the public is easy. It isn’t. In fact it can be very stressful bu

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

t you can neutralize the stress with a simple smile and a bit of humor. All these people needed to do when I responded to

.

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

their invitation to talk was smile and say in a friendly tone, “OK. Let’s talk. What can I do for you?”

Simple, easy, effe

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

Companies that provide selfless information through particip

ctive and it leaves your customer wanting to return to do business with you. Isn’t that what customer service is all about

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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Brochure printing is synonymous to traditional advertising as milk is to coffee. A successful business strategy is often defined by a good advertising and marketing plan. This is where an effective and catchy brochure comes in.

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