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It is only natural that the CRM-strategy is reflected in the company's vision and overall business strategy and hence affects every part of the company. A CRM-strategy should at

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

least include:

· Customer strategy
· Relationship strategy
· Customer-minded strategies

Customer Strategy

A customer strategy aims at finding

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

Examples of combination products may in

out which customers the company would like to have and how to get them. It defines what the company knows about its customers and what it would like to know. An important aspect

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

here is, as mentioned, the loyalty and profitability of the customers, which leads to an estimate of the customer lifetime value. The customer lifetime value gives the company a

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

ew and improved aspect from which it can segment its customers and hence which to pay most attention to - in accordance with whom they profit the most from. The CRM category at w

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

Combination pro

w.frejaweb.net will provide you with links to customer lifetime value calculators.

The customer strategy should also find ways to discover, which elements create loyalty for the

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

individual customer. More concrete, the customer strategy should clarify exactly how less profitable a customer should be before he becomes uninteresting for the company and whe

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

a customer is loyal to the company.

Customers can either be seen as a terrorist, risky, moveable or as an ambassador. The terrorist will at any time spread a bad reputation of

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

he company, the risk customer is about to change to a competitor, the moveable customer will switch supplier if he receives a better offer and the ambassadors will recommend you

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

o others. New customers will typically enter the loyalty ladder at the risk stage. Naturally, it is preferable to have as many ambassadors as possible and surveys also show that

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

very satisfied customer also is the most profitable. This means, the customer strategy should provide management with a tool to segment the customers based on their lifetime val

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

Following aspects would a

ue. In this way they can pay the most attention to the most profitable customers.

Relationship strategy

Based on the customer strategy, a relationship strategy concerning how t

dd to the challenges in developing combination products:

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

develop the relationship with existing customers and finding new loyal and profitable ones should be made. It determines how, where and when the individual customer is contacted

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

The relationship strategy also aims at defining how the relationship with the customers creates value for the customers, which elements does the customers appreciate the most an

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

how are these different from the competitors. These questions lead to a strategy for how to approach the different customers.

Customer-minded strategy

Companies implementing a

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

CRM strategy should develop strategies for how the company becomes customer minded. These strategies ensure that the entire company work towards the common goal of becoming custo

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

Professional from academic institutions, pharmaceutical industries, health care indust

mer minded, i.e. the processes, employees, management and IT are focused on providing added value to the customers. It is e.g. necessary that information about customers is not o

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

ly available but also used. This involves making the information easy to use and assessable as well as to understand how this creates value for the customer. This will be further

.

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

discussed later in the project.

However, the first objective is to decide which information about the customer is needed, and examine what is already known. This reflects back o

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

Companies that provide selfless information through particip

to the purpose of the CRM-strategy, to develop strategies for which customers to approach and how to do it, and then use the existing relationships to create a cross- and up sale

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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