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What is the difference between customer satisfaction and customer loyal

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

ty?

One package delivery company uses a regular survey to measure cust

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

Examples of combination products may in

omer satisfaction: shipping volume (increasing, decreasing or stable),

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

rror rate (packages lost, damaged or delayed), and customer rating (hap

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

py, neutral or upset).

While these indicators provide a valid snapshot

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

Combination pro

of performance and customer opinion, they are lagging rather than lead

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

ng, like looking in the rearview mirror.

The difference between custom

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

er satisfaction and customer loyalty is illustrated by these future-fac

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

ing indicators now being used by the delivery company:

1. Future busin

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

ss: How strong is your customer’s intention and commitment to do busine

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

ss with you in the future? (Absolutely – Maybe – Definitely not)

2. Po

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

Following aspects would a

sitive word-of-mouth: How vigorously do customers praise and recommend

dd to the challenges in developing combination products:

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

ou to others? (Enthusiastic referrals – Make no effort – Tell others to

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

stay away)

3. Constructive feedback: Do your customers help you upgra

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

de your service and improve your organization? (Give you lots of ideas

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

nd inputs – Keep quiet, even when things go wrong – Tells the competiti

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

Professional from academic institutions, pharmaceutical industries, health care indust

on about your weakness)

Key Learning Point

Measuring customer satisfa

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

ction is important, but the future lies before you, not behind.

Action

.

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

Steps

Measure your customer's loyalty, not just their current satisfac

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

Companies that provide selfless information through particip

tion. Use leading questions to fathom their intentions about the future

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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