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Digg It - Saying One Thing, Doing Another...
This week I was asked to speak at an internal conference for a bank. The subject was how to build a great customer experience. However, the reality was somewhat different to the title. I sat listening to speaker after speaker - all coming along with the same m
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
essage “how can we stuff more products into our clients and achieve our targets”.
As I sat there I started to think, why do people say one thing and do another? Do they really think people are that stupid that they cannot see the conflict between the words an
As I sat there I started to think, why do people say one thing and do another? Do they really think people are that stupid that they cannot see the conflict between the words an
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
the actions? So, as the speakers droned on and on about product X and revenue Y, I thought “what are the tell tale signs that show if your company is really customer focussed?”. I took the opportunity to make some notes…….
When I visit companies, they take g
When I visit companies, they take g
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
eat pains to tell me how customer focussed they are. They show me mission statements, pretty “charters” on their wall extolling the virtue of being customer focussed and explain how the company is organised around their products! Yet the reality is that their
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ords and their actions are different. Customer focussed is the last thing they are. Let me be very clear right up front, our people are not stupid, and your customers are not stupid, they know you are not customer focussed! One thing I have learnt over the yea
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
s is… “Customers will judge you on your actions not your intentions.
So what are some of the tell tale signs of people saying one thing and doing another?
What do you measure?
This is the easy one. I have met companies who tell me they are customer
So what are some of the tell tale signs of people saying one thing and doing another?
What do you measure?
This is the easy one. I have met companies who tell me they are customer
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
ocussed and yet they have no form of Customer satisfaction measure at all! Do you measure Customer satisfaction? Ask yourself now if you know what last month’s results were? Now ask yourself if you know the company’s revenue performance last month? Normally pe
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
ople can tell me the latter but not the former. What does that tell me?
Half the Customer Experience is about emotions. So, do you measure the emotions you’re evoking in your customers? When were your measures last reviewed to check they are still the right o
Half the Customer Experience is about emotions. So, do you measure the emotions you’re evoking in your customers? When were your measures last reviewed to check they are still the right o
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
es and changed if necessary?
What happens to the information?
Too many companies have a “tick the box” mentality. They measure Customer satisfaction as the management books say they should. But they never do anything with the results. So ask yourself,
What happens to the information?
Too many companies have a “tick the box” mentality. They measure Customer satisfaction as the management books say they should. But they never do anything with the results. So ask yourself,
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
how often is your customer satisfaction measure actively used to drive improvements?
How important are Customer measures to your company?
Who gets paid on the results and how much? I remember when I was in corporate life; I had a stand up argument wi
How important are Customer measures to your company?
Who gets paid on the results and how much? I remember when I was in corporate life; I had a stand up argument wi
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
h one of my colleagues at a board meeting about this. I suggested that the bonus we paid account managers, which stood at 5% of their overall bonus, with the remaining 95% paid on revenue, should be increased to 50% of their bonus. I argued if we really believ
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
d that focussing on the customer was critical then we should “put our money where our mouth is”. Sadly I lost the argument. Revenue was the key measure throughout the company and would remain so. Talking about being customer focussed just made everyone feel be
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ter. In fact with hindsight, in everything they did the customer came second or in some cases third!
Where is the customer on the agenda?
Just look at your next team meeting agenda. Where is the customer satisfaction review? Is there one? I know of mo
Where is the customer on the agenda?
Just look at your next team meeting agenda. Where is the customer satisfaction review? Is there one? I know of mo
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
thly and quarterly meetings where the customer and the customer satisfaction measure are not even spoken about? How can management then say they are focussed on the customer?
You are your diary Look at your diary.
How much time do you spend with Cust
You are your diary Look at your diary.
How much time do you spend with Cust
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
omers or working on Customer issues? Look at your bosses and senior teams - this will tell you the difference between the actions and the intentions.
Customer complaints
Are they a good thing or a bad thing? Customer complaints should be encouraged -
Customer complaints
Are they a good thing or a bad thing? Customer complaints should be encouraged -
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
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
hey are free consultancy and feedback from your customers. Too many companies treat them as something they shouldn’t have?
“Inside out or Outside in”
A couple of weeks ago I was involved in a meeting where there was a heated debate about what the customer wa
“Inside out or Outside in”
A couple of weeks ago I was involved in a meeting where there was a heated debate about what the customer wa
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ted. Retail put their view, Customer service put their view, sales put their view and it all got a bit strained. I sat there and, at an opportune moment, asked the simple question. “Can someone tell me what the customer thinks?…..”Where is your customer data t
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
back up what you are saying, because without that these are just opinions”. The most important thing is what the customer thinks.
So in summary these are the main areas which show the difference between words and actions. Look at your colleagues and bosses a
So in summary these are the main areas which show the difference between words and actions. Look at your colleagues and bosses a
.
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
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
d then ask yourself, are you truly customer focussed?
Finally, I would be fascinated to learn of any other “tell tale signs” you have observed; we are considering using them in our next book. Perhaps email them to me at colin.shaw@beyondphilosophy.com. If the
Finally, I would be fascinated to learn of any other “tell tale signs” you have observed; we are considering using them in our next book. Perhaps email them to me at colin.shaw@beyondphilosophy.com. If the
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
are new and we use them in the book then we will acknowledge your contribution in print!
Colin Shaw Founding Partner, Beyond Philosophy. colin.shaw@beyondphilosophy.com
www.beyondphilosophy.com
Colin Shaw Founding Partner, Beyond Philosophy. colin.shaw@beyondphilosophy.com
www.beyondphilosophy.com
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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