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Customers. Clients. Patrons. These people are important to all kinds of businesses, but particularly businesses that are small. Without the investors or securities of some of the larger corporations, small businesses often rely solely on thos

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

e whom they serve. This causes competition, as many small businesses find themselves fighting on separate sides in the crusade for the customer. With so many businesses offering similar services, there is little to distinguish one from the ot

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

Examples of combination products may in

her.

However, one thing that does offer distinction is the level of customer service and, more notably, the level of customer disservice.

When I first started this article, I asked several people what kind of experiences they had had with p

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

oor customer service. Some of their experiences were extreme – with one instance where a photographer punched an unsatisfied customer – but most relayed occurrences consistent with my own. I narrowed it down to three behaviors of customer dis

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

ervice. When these behaviors are continually maintained, the ability to drive people away will surely be in the bag.

Businesses that Act as if their Customer’s are Invisible: In a store or a restaurant, ignoring a customer can range

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

Combination pro

from not asking them if they need help to forgetting to refill their coffee cup. In a marketing firm or a law office, ignoring a customer can range from not returning their phone calls to keeping them on hold, forcing them to listen to the la

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

test John Tesh album. There may be no quicker way to lose a customer than by simply failing to acknowledge their existence.

I, for instance, was ignored at a hardware store years ago, an occurrence I attributed to the fact that I’m a woman.

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

As I stood in line watching the clerk look past me to help man after man, I made a decision to never shop at that hardware store again. Being that I have since been to other hardware stores at least twice, I’m sure my business was sorely, sor

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

ly missed.

Ignoring the customer is a lonely road to go down; its bricks are paved with bankruptcy rather than gold. Something as simple as offering your customers a cordial greeting or calling them to let them know you’re working on their c

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

ase can make all the difference. Simply, give your customers the attention they want.

Businesses that are too Pushy: On the other end of the spectrum are the businesses that are overzealous with their customers. Pushiness, bossiness,

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

and controlling tendencies are something customers will also stray away from. Most people avoid the clothing stores with four salespeople per customer and stay away from the insurance agencies that call every day. Most people don’t like the

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

Following aspects would a

electronics store where items are shoved down their throats or the financial services where advisors show up unannounced on their front door, peering in the window as they try to eat dinner with their family.

Customers want things done on th

dd to the challenges in developing combination products:

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

ir terms. It really is a conundrum for the business person: people want your attention, but they don’t want to have to bring you up on stalking charges. The only answer is to compromise: be helpful and available to your customers but don’t be

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

a business that acts like a used car salesman; do away with the checkered jacket and the gold tooth.

Businesses that Make Assumptions: Making assumptions are human nature, but they have no place in business. It may seem natural to ma

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

ke an assumption about a customer or potential customer based on their appearance or the tone of their voice, but a good business will never react, or fail to react, based on merely a notion.

There is a pivotal scene in the movie Pretty W

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

oman that attests to this very idea. Julie Roberts, dressed in her prostitution-esque street clothes, is ignored by a snotty saleswoman at a posh Rodeo Drive store and asked to leave. After spending hundreds of dollars in other shops, and

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

Professional from academic institutions, pharmaceutical industries, health care indust

adorning clothes laden with wealth, her character returns to the store and asks the lady who previously ignored her if she works on commission. After stating that she does, Julia’s character bellows a strong, “big mistake…huge,” and storms ou

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

t.

If this scene taught us anything, other than the often overlooked fact that sometimes hookers do finish first, it taught us that no one ever knows what a customer has to offer. Thus, no assumption should ever be made.

These three types o

.

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

f behaviors make up a paradoxical realm. There is irony in the business person who is bad at servicing customers. It is similar to a fire fighter irritated by heat, a doctor irked by viruses, a cop annoyed by donuts.

Poor customer service ha

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

Companies that provide selfless information through particip

s no place in a small business, but luckily, it can be remedied with one simple solution; if you don’t like to work for or deal with people then don’t get a job that involves striving for customer satisfaction. Instead, become a postal worker

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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Online work is as diverse as on site work. Online work is demanding because the owner needs to work alone, be a self-starter, and be able to handle a lot of text material on a screen. The ephemerality of the web is another issue - many websites seem to disappear as soon as they spring up, and Silliman suggests the need for archiving online work is a problem that needs to be resolved. A key issue with online work is keeping it fresh, and not letting people forget about the space because out of sight, out of mind.

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