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Every small to mid-sized business owner would love to know how to effectively keep a pulse on their marketing and customer service efforts. The commo

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

n barrier that all companies run into is how to cost effectively measure and control this process.

How will you keep track of the marketing and sales

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

Examples of combination products may in

efforts of every department so you don’t create redundant work for everyone? From the inception of a marketing campaign to the lead; from the lead 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.

o the opportunity; from the opportunity to support issues, how are you monitoring this process universally at your company today?

Think of it: you co

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

uld pin down how many times you talked to a potential customer; how many times you shook their hand; how many deals you’ve won or lost. After all, if

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

Combination pro

you cannot measure your marketing campaigns and support issues, you will not be able to effectively improve or control your business processes, making

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

it difficult to drive your business to the next level.

The answer to this business process challenge for most companies has been to use CRM software

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

(Customer Relationship Management). Using a CRM enables you to manage relationships with the people you meet and service.

But before you run off to

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

look into the CRM solution for your company, you must consider the five following most common pitfalls associated with this methodology in order to p

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

lan accordingly so you can effectively build the relationships that drive sales.

Culture Change:
Upper management must believe in why this initi

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

ative is taking place. They must express to the rest of the company how important the process is so that everyone in the company takes an active role

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

Following aspects would a

in making the CRM solution a success

Buy-In:
In order to understand how the system will function, it’s critical to put together a company “tas

dd to the challenges in developing combination products:

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

k force”. This group should consist of the employee’s that will be using the CRM on a daily basis in order to put together a list of requirements. M

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

ake them feel apart of the process so they will welcome the change once the CRM is put into place and be excited to use it.

Training:
Proper tr

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

aining on effectively using the CRM is crucial to your success.

Consistency:
Honoring and respecting the CRM is key. The more information you p

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

ut into the CRM, the better your reporting will be.

Accountability
Enforce policy by making the users accountable for quantitative results they

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

Professional from academic institutions, pharmaceutical industries, health care indust

produce. Let them know that performance will be measured by the informational reports that come out of the CRM, such as whether people are hitting qu

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

otas, setting realistic projections, or addressing customer support issues in a timely manner.

Achieve break through performance to the common barrie

.

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

rs of cross-communication in your organization. Cost effectively measure and control the most important asset every business owner must understand: y

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

Companies that provide selfless information through particip

our customers. After all, if you are not effectively measuring weak areas, you will not have the critical information you need to improve and control

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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