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Useful Advices - Creating Brand Loyalty
Every business has a Brand whether they realize it or not. Having a brand is an unavoidable consequence of being in business. A positive Brand creates Brand Loyalty. If properly managed, Brand Loyalty is a po
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
werful source of sustained profitability. However, very few business leaders understand how to sustain Brand Loyalty in their customers. They direct their attention to the "appearance" of the brand- the marke
; 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
ing and advertising aspects of brand identification. They strive for a unique, recognizable "look" such as McDonald's arches or Nike's swoosh. The emphasis is on appearance of the Brand, not what the brand lo
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ks like in action.
However, neither advertising, nor appearance, ever created one moment of Brand Loyalty. The primary factor that influences Brand Loyalty is how employees respond to customer expectations.
However, neither advertising, nor appearance, ever created one moment of Brand Loyalty. The primary factor that influences Brand Loyalty is how employees respond to customer expectations.
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
egardless of the business, every customer is purchasing the same thing: "A Satisfying Emotional Experience." Whether the business delivers a cake or a car, a house or a horse, it must deliver a Satisfying Emo
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ional Experience if it is to create Brand Loyalty among customers!
It is the fully engaged employee's enthusiastic effort to understand and exceed the customer's expectations that creates the customer's Sati
It is the fully engaged employee's enthusiastic effort to understand and exceed the customer's expectations that creates the customer's Sati
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
fying Emotional Experience. Such experiences are habit forming; they build feelings of reliability and trust in the integrity of the Brand. A satisfying emotional experience builds a positive relationship wit
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
your customer. The importance of this relationship is especially true when things go wrong.
It is when something goes wrong that engaged employees have the greatest opportunity to create "loyal apostles." O
It is when something goes wrong that engaged employees have the greatest opportunity to create "loyal apostles." O
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
tspoken Brand Loyalty is created when a customer's disappointed expectations are acknowledged and promptly met. As apostles, these customers spread "the good word" which multiplies and attracts more customers
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
to the Brand.
Conversely, when the employees do not really care about the customer, when they are indifferent to exceeding the customer's expectations, the customer finds it easy to go elsewhere next time. T
Conversely, when the employees do not really care about the customer, when they are indifferent to exceeding the customer's expectations, the customer finds it easy to go elsewhere next time. T
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ese employees mechanically perform their tasks and say "have a nice day" as the customer passively completes the transaction and leaves. Both the employee and the customer are indifferent about ever doing bus
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
iness together again.
When something goes wrong, these disengaged employees are indifferent and resistant to meeting the customer's expectations. They either politely state that it is just not possible to me
When something goes wrong, these disengaged employees are indifferent and resistant to meeting the customer's expectations. They either politely state that it is just not possible to me
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
t the customer's expectations or, worse, refuse to answer phone calls, letters or emails in response to the issue. When a company's employees resist or ignore a customer's expectations, a "terrorist" is often
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
created. Typically, an angry customer spreads "the bad word" to over 20 people. This negative reputation quickly multiplies. No advertising budget can begin to offset this damage to the Brand.
Such damage is
Such damage is
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
easily avoided. There is a line-of-sight connection between the way the management treats its frontline employees and the way the employees treat the customers. When the employees feel acknowledged and apprec
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
ated, their customers also feel acknowledged and appreciated. When the employees believe what their managers and supervisors say to them, then the customers will believe what the employees tell them. When the
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
employees develop long-term emotional loyalty, the customers also develop long-term Brand Loyalty.
In a back handed attempt to increase Brand Loyalty by improving the customer's experience, many companies in
In a back handed attempt to increase Brand Loyalty by improving the customer's experience, many companies in
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
est in Customer Service Training. Often this money is totally wasted because management expects employees to treat customers with greater courtesy and consideration than management shows to the employees!
Re
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
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
ationship-Leadership principles state "All leadership is example, anything else is coercion." This means that if management wants the customers to be treated "right," then they must treat the employees "right
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
" Creating sustained Brand Loyalty is neither rocket science nor brain surgery! It is a matter of treating employees in ways that make them want to create an emotionally satisfying experience for the customer
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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