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After presenting The WOW! Awards I always hope that the service standards will be maintained. I want other people to experience exactly the

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

same great service that I’ve seen.

Last week I had the privilege to visit a past winner. The business is called Harris Lipman and they’re

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

Examples of combination products may in

based in Whetstone, North London.

Having phoned to make the appointment, I got this letter.

Dear Mr Williams

I have been advised by Howa

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

rd that you are visiting our offices on Friday 19 October at 2.00pm and I am writing to you to see whether you would like to accept our offe

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

r of having your car valeted whilst you are attending our offices, at our expense.

Whilst we make every effort to visit our client’s wherev

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

Combination pro

r possible, I am sure you can appreciate that it is a significant time saving to us when clients such as yourself do take the time and effor

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

t to visit us, and we felt that we would like to offer this service as a token of our appreciation.

I shall call you within the next two to

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

three days to see whether you would like t to accept our offer.

I trust hat you will appreciate that this offer is conditional upon prevai

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

ling weather conditions.

Yours sincerely

Sarah O’Brien

Client Welfare Officer

I spoke to Sarah a few days later and explained that I was

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

not a proper client and so I’d not be taking up her kind offer. “I don’t see as that matters,” said Sarah. “I think that you should have

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

t done anyway.”

But that was just part of the story.

I was also dazzled by a wonderful reception area with music playing softly in the bac

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

Following aspects would a

kground. Sarah was absolutely wonderful. There were lovely displays of flowers and a Team Commitment on the wall left me in no doubt that

dd to the challenges in developing combination products:

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

this was an extraordinary business.

When asked if I’d like a drink I requested some water. Two beautiful blue glass, chilled bottles of wa

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

ter appeared. One still and one sparkling. A stunning cut glass tumbler was placed on a drinks coaster ready for me to use.

And when I ca

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

me out of the building, there was my car – sparkling clean and positioned ready for me to drive away.

WOW!

And what is Harris Lipman’s bus

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

ness? They’re a firm of accountants!!! Not normally a business that you’d associate with customer service but they’re setting a standard t

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

Professional from academic institutions, pharmaceutical industries, health care indust

hat is way beyond the norm for any business.

So what can you learn from this?

Harris Lipman stunned me with first impressions – the letter

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

and the reception. And what a fantastic letter it is. Just take a moment to read it again the way a customer would.

They dazzled me with

.

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

second impressions – the reception area, the Team Commitment, the water bottles, the music and the flowers.

They blew my mind with the las

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

Companies that provide selfless information through particip

t impressions. Not only was my car clean but it was lined up ready to drive away!

What first, second and last impressions are you creating

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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