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Have you stopped beating your customer?

It's an old leading question from the days of vaudeville.

The title of this article is a leading question, too. It's prompted by a mistake many busi

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

nesses make over and over again.

A company creates a product it believes will sell, and spends hundreds...thousands...even millions producing and trying to sell it. Only no one buys it, and the co

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

Examples of combination products may in

pany wonders why.

The answer is simple: People buy only products and services they believe they need. You cannot sell a product or service that isn't wanted.

Yet companies persist in beating thei

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

r potential customers to death with messages. Marketing people apply an arsenal of psychological weapons in an effort to arouse desire for their products. Often such weapons are used to prey upon p

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

ople's fears.

In the world of moral capitalism that's called manipulation. And strong companies don't use manipulative marketing techniques because they don't have to.

When Businesses Believe

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

Combination pro

hey Must Manipulate to Drive Sales It is a normal human reaction to want others to accept our products and services. We wouldn't start businesses if we didn't believe we could be successful in

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

convincing people to become customers. Yet hundreds of business leaders continue to believe that people will buy a product or service simply because it exists. that by employing clever schemes and

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

psychological ploys, they'll sell products.

And sometimes they're right. Sometimes. Maybe there is a sucker born every minute. If that's your take on humanity, best of luck. You won't be doing you

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

self, your customers, and the rest of us business people any favors, but if you have that sort of attitude, then you don't care what we think anyway.

Yet...if what you want is a business to live f

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

or, you have to give people what they need and want. You must have a customer-validated product or service. You need a customer-validated vision for your business' future.

A Customer-Validated

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

ision for Your Future A customer-validated vision is one that ensures a focus on delivering the absolute best product or service you can to people who want to do business with you.

Getting to

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

Following aspects would a

such a vision isn't easy. It takes a willingness to devote yourself and your team to asking good questions and, more important, listening to the responses you get without filtering them through you

dd to the challenges in developing combination products:

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

r needs or expectations.

Consider the New Coke fiasco a number of years ago. The marketing group for Coca-Cola did, in fact, do focus groups on the company's new drink formula. They asked question

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

, but questions for which they already had answers!

You see, they "knew" the solution to their loss of market share to Pepsi was to create a "New" Coke, one that tasted more like Pepsi. To their c

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

agrin, the New Coke was a disaster. Why? Because their customers didn't want something that tasted like Pepsi. If that's what they wanted, they would have bought Pepsi products!

From Here Forwa

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

rd Are you ready to attract and retain more customers? Then you need a customer-validated vision for your business.

Get clear about where you are today, and devote yourself to identifying whe

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

Professional from academic institutions, pharmaceutical industries, health care indust

e you want to be for your customers. Ask your team the hard questions, questions such as:

Are you willing to validate your corporate values in light of the needs of the customers you're

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

n business to serve?

Are you willing to do the work required to understand how to focus what you do best on your customers' success? And, if so, what do you need to do to get there?

Are y

.

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

ou willing to define your purpose and end goal in customer-validated language?

What will you do to ensure that every stakeholder for your company speaks the same customer-validated language?

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

Companies that provide selfless information through particip

It's all about how you serve who you serve. Turn your business mind around and look to your customers if you want success. That's where you'll find the pot of gold at the end of your rainbow

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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If you are thinking about a change in career you'd be wise to consider auditing as a possibility. Stricter financial controls & the increasing number of big businesses have been responsible for the creation of a large number of audit jobs.

With numerous isolated initiatives running concurrently within an organization, there is often little idea of how they interact or overlap, leading to no clear overview of the benefits. The result is duplication and the need to repeat initiatives on regular intervals. Research shows that on average 40% of value of an initiative is not realized. However, having a logical way of structuring the same initiatives can lead to enormous benefits and a lot more realized value.

Brand Your Market with a Niche specific Identity. There's more than one way to identify a calf, so when you find your product or service, brand it with an identity your clients will remember. Maximize the recognition factor and bring them back.

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