Answers - Business

The phone rings and you have a very unhappy person on the line. Your order went out late, was damaged, incorrect and the customer has a deadline he’s bound to miss because of it. It ripples because this was part of a larger project, and this minor glitch is no

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

w affecting his entire plan. He’s got his boss breathing down his neck, and he’s breathing down yours. You check your supplier, it can’t be replaced fast enough to make his date.

What do you do to calm, assure and retain your customer?

You learn the three R’

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

Examples of combination products may in

s of an apology.

Customer retention is vital to a company of any size, for several reasons. First, it’s more expensive to land a new customer than to keep an existing one. Existing customers who are satisfied with your product or service are likely to become r

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

peat customers. And they’re apt to recommend your business to friends and colleagues. 64% of customers who leave, leave because of poor customer service—and when they do—they tell 5 others why they left.

A stiff apology is a second insult.... The injured part

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

y does not want to be compensated because he has been wronged; he wants to be healed because he has been hurt. ~G.K. Chesterton

Delivering good news to customers is easy. Delivering bad news is hard. Finding and generating the customers is exhilarating. We

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

Combination pro

like it when they’re happy with us. But sooner or later, we are going to experience a situation where we will have to apologize for something—and it may be something that is not your fault.

Customers want partnerships; they want to be assured you’ll be there w

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

hen there are bumps in the road. Walking into an angry hornets nest is never pleasant. It can leave you emotionally drained, frustrated, and with a hurt ego if you aren’t looking at it from the customers point of view. Emotion is the biggest single issue in d

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

ealing with angry customers—yours and theirs. Putting off handling the situation is a losing proposition. There is always the chance the customer may decide it’s not worth the aggravation and cool down. However, there is also the possibility they’ll drop you

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

s a supplier, or go all the way to legal action. A good salesperson would never let that default to chance.

What a customer wants is for you to acknowledge their anger and have empathy. The faster you recognize they’re upset determines how quickly you can dif

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

fuse the situation. It may not be your fault—your supplier may have been the one who’s created the problem. But to a customer, you’re the key focal point, you are the person of record and the responsibility of the apology has been laid in your lap for the dam

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

ge done. You can show concern and acknowledge you understand how upset they are—and keep that customer.

The purpose of an apology is relationship repair. Be patient and listen intently to the complaint. Don’t hurry them. Let them get it all out and hopeful

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

Following aspects would a

ly wind themselves down. Keep calm, your client may be emotional and say things they really don’t mean. Listen, take notes if necessary and don’t rush to judgment. Instead of wondering “Why a rational person would act this way”, think, “Have we done somethi

dd to the challenges in developing combination products:

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

ng to cause this reaction?

There are 3 R’s to a good apology.

Regret—Show true empathy for the problem. Put yourself in their place and understand and consider how they must truly feel.

Responsibility—Be specific. “I realize missing that delivery date has c

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

eated a logistics nightmare for you.”

Remedy-- Agree on a solution, a schedule and follow up to make sure it’s been done. “I have spoken with the production manager and the order will leave Wednesday. I will call you Thursday with the freight tracking number

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

s.” Sometimes a situation is already being remedied, and you are able to make a future promise. “I have flagged your account to make sure we use the proper carrier next time.”

A lame apology is worse than no apology. These include reluctant, insincere, part

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

truths, sugarcoating, or forced apologies. Apologies with excuses or apologies made defensively. Apologies with the words “maybe”, or “if” in them. Apologies made without remedy. Apologies delivered too late and after the fact. Apologies containing insince

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

Professional from academic institutions, pharmaceutical industries, health care indust

e clich?s. Apologies made by email are cop outs.

It’s extremely powerful to deliver the apology in person. A salesrep who walks into the lion’s den with no other purpose than “I’m here to apologize…” can do more to save a relationship than actually solving th

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

e problem. Email or voice message may seem like a welcome escape, but nothing can replace the customer seeing your facial expressions, feel your sincerity, and appreciate your courage.

You may not be able to resolve all issues as some events are out of your c

.

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

ntrol. With practice, you can improve your ability to deal with difficult situations and retain your customers. This situation is a disaster, but you want to move forward together. An authentic apology -- where the person admits wrongdoing, expresses real rem

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

Companies that provide selfless information through particip

orse, and does it without diluting the message by justifying is very rare. It is a very important developed interpersonal skill.

You will shock and surprise the client, retain them, even enhancing the strength of the relation by earning their respect and trust

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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