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When things go wrong, many customers get upset. Some blow up in anger. The next time your customer is ready to explode, use these five proven steps to sanity.

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

tep One: Let them blow off steam! No one is rational when they have pent up anger and emotion. Let your customer vent the rage and fury. Don’t take it personally

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

Examples of combination products may in

, and don’t get in the way. Open a channel for them to let off the pressure.

Years ago I had a problem with a shipment by an express courier company. I called t

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

he company and got a reasonable sounding woman on the phone.

‘You folks messed up!’ I yelled.

‘OK,’ she replied in a very attentive tone.

‘This was a really i

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

portant shipment!’ I continued loudly.

‘OK,’ she replied with concern.

‘And my customer is going to be very upset,’ I complained.

‘OK,’ she replied again a ca

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

Combination pro

lm voice.

‘Well, what are you going to do about it?’ I finally asked, exhausted by my own tirade.

She paused a moment. ‘OK?’ she asked gently.

‘OK,’ I replied

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

, smiling at her quiet but effective approach. And then we began the process of working things out.

Imagine if she had asked me for all the information right aw

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

y! In my anger, it would have taken twice as long to give her the details, and extended my frustration, too.

Instead, she gave me the space and time to simply ‘

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

blow off steam’, not taking it personally, allowing her angry customer (me!) to settle down.

Step Two: Show the customer you are ‘on their side’ . Let the custo

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

mer know you are there to help, not to argue, defend or disagree. Phrases like these will work: ‘Oh! I am really sorry to hear that. Can you tell me exactly what

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

happened?’ or ‘I can certainly understand your frustration. Let me be the one to help you.’

Phrases to avoid are these: ‘That’s strange. It’s never happened lik

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

Following aspects would a

e that before. Are you sure that’s what happened?’ and ‘It’s not our policy to do anything over the phone. You have to write to us or come in personally.’

Some

dd to the challenges in developing combination products:

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

words can trigger angry conversations. Avoid phrases like: ‘Whose fault is this?’ and ‘Who is to blame?’ or ‘About your accusation...’ These sound like a police

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

investigation or a court case...which is not where you want to end up!

Step Three: Tell your customer exactly what you will do on their behalf. Explain what ste

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

s you will take, and when you will get back in touch with the results.

Step Four: Take fast action! Get the problem fixed. Resolve the misunderstanding. Champio

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

n the cause of your customer within your organization. And when you do fix the problem, go the extra mile. Give them a bit more than they expect. They will reme

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

Professional from academic institutions, pharmaceutical industries, health care indust

mber and appreciate your efforts.

Step Five: Finally, go back to the customer and explain how the problem has been resolved. Ensure they are fully satisfied, an

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

thank them for allowing you to help.

Key Learning Point
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.

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

Angry customers can be effectively defused, and then well-served, with this proven, step-by-step plan of action.

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

Companies that provide selfless information through particip

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Be sure all your staff understand and can implement these steps, especially under pressure

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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