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On Tuesday I walked into a store and was browsing around for a particular product. The store

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

didn't have it. I approached a customer service representative and asked them where I could

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

Examples of combination products may in

find the item. After receiving some blank stares, I was told that they didn't know where I

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

could find the product.

I went home and spent a couple of hours trying to track down the pro

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

duct. I eventually did and placed my order. This incident led me to ask, what is real cus

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

Combination pro

tomer service? Is real customer service providing value and service to paying customers only

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

? Do you have an obligation to help the customer even when you don't carry an item?

I would

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

say that good customer service is always looking out for the interests of your customer, eve

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

n when a sale will not occur. If your customer is looking for a particular item or service a

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

nd you can help them get it, even from a different vendor, I believe you have a duty to the c

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

ustomer to inform them of that information.

This recently happened with one of my customers.

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

Following aspects would a

I didn't carry the item but I knew where that person could find it and directed her to that

dd to the challenges in developing combination products:

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

vendor.

Why would I do that? The reason is goodwill. Putting your customer first will cre

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

ate goodwill for you and your business. Many customers will remember the dedication and qual

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

ity customer service that you provided and may be inclined to visit you in the future. so fu

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

ture sales may be materialized.

The vendor that you referred the customer to may also be inc

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

Professional from academic institutions, pharmaceutical industries, health care indust

lined to forward their customers to you. Many vendors will appreciate the business that you

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

sent them and will send customers to you when their inventory of a certain product doesn't ex

.

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

ist.

Finally, you should do it for your customer. Putting the customer first will foster an

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

Companies that provide selfless information through particip

environment where you will be more likely to provide a special experience for your customers

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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