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Customer Retention marketing is a tactically-driven strategy to keep relationships with customers going and increase customer interest. This strategy relies on the study of customer behavior. Here are the basic tenets

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

of a marketer that seeks to increase customer retention:

1. Past and Current customer behavior

This is the best predictor of how customers will behave in the future. They are the characteristics marketers should most

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

Examples of combination products may in

often look at. Analyzing customer tendencies and trends allows the marketer to anticipate, if not predict, the customers reaction to different situations. The marketer must take note that behavior is action oriented,

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

not a description. For example, being a 35-year-old woman is not a behavior; it’s a demographic characteristic.

For example if you know from history that customer A is likely to make a purchase if presented with a 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

ount promotion, then you might want to change your marketing tactics to include promotional selling when approaching this customer. A great deal of observation is needed if you desire to predict your customers’ behavio

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

Combination pro

. This involves a great deal of notetaking as well as watching what reaction the customer has to different situations.

2. Active customers are happy customers

Happy customers are retained customers. If your keep your

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

customers involved, they develop a sense of contentment from the fact that they are in control. Marketers will take advantage of this by offering promotions that allow these customers to exercise this feeling of contr

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

l. The most common means of achieving this kind of relationship with your customers is to offer promotions such as discount cards, discounts, sweepstakes, coupons, and customer points that can be converted to prizes.

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

Remember, if the marketing is not active, then the customer is not active as well. And as we said earlier, active customers are happy customers. Inactive customers on the other hand are lost customers. So activity on t

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

e part of the marketer is very important. Customer retention relies heavily on satisfying your customers.

3. Customer Retention depends on:

- Action
- Reaction
- Feedback
- Iterate

This is a cycle tha

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

the marketer should perpetuate. If the marketer fails to continue this cycle, more or less, they will start losing the customer. This process makes for a constant improvement in customer relationship and in marketing

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

Following aspects would a

power. It also optimizes the marketers’ strategy toward the customer. Remember that not all customers are alike, so adapting your strategy to fit the unique types of customers is vital in improving customer retention.

dd to the challenges in developing combination products:

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

- Listen -

It’s funny, but it’s not the marketer who does all the talking. If you expect to have your customers to listen to you, you must also learn to listen to them. Remember that marketers are trying to present pr

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

oducts or services that the customer desires. The marketer will never learn the right approach towards addressing these desires unless he listens to his customer.

- React -

Watch for the customer’s reaction to differ

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

nt situations and note them down. If the customer shows favorable reaction to a particular type of pitch talk, try that approach again next time. If the customer shows a negative reaction to, let’s say, too much talkin

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

by the marketer, the marketer should take note of this.

- Feedback -

Knowing what goes on in the mind of your customer is very important. Usually they will be glad to have their thoughts regarding your service known

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

Professional from academic institutions, pharmaceutical industries, health care indust

. The marketer may receive this feedback through suggestion forms, interviews, and other methods.

4. Allocating Marketing Resources

Customer retention is not free! You should consider customer retention as a major ac

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

ivity. And all major activities require resources. If customer retention is not given proper attention, it will fail. Customer retention needs resources to be effective.

You should not be afraid of its costs because c

.

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

ustomer retention pays its own dividends. Remember that is easier to keep a customer than to win new ones. And that it is easier to lose one than to gain one. Lost customers will probably never come back. And to top th

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

Companies that provide selfless information through particip

t, they spread negative publicity about you. On the other hand, customers that are happy attract more customers to your service or product. Customer retention, therefore, should be an integral part of any business plan

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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