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The difference between a successful business and one that just gets by is that the business that is just getting by thinks that the marketing is over when the sale has been made.

One of the main reasons customers leave, change suppliers, or stop buyi

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

ng is because of apathy on the part of the company. There is never any follow-up after the sale. Customers often feel neglected. They feel that the company doesn’t appreciate their business so they will give it to another company that does.

In order

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

Examples of combination products may in

or your business to maximize its profits, you have to realize the immense potential value of each customer. And it begins when the first sale is made. Each customer is a potential repeat customer and potential referral source leading to other customer

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

s.

So the follow-up begins with a thank-you note or card sent out within 24 hours after their purchase. If they have purchased from your web site, within minutes after their purchase. When's the last time a business thanked you for being a customer?

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

Your follow-up must continue on a regular, using a variety of the many follow-up opportunities that are available to you. And the variety of effective follow-up opportunities that you have available to you, is a limitless as your imagination. Here ar

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

Combination pro

e ten ideas to help get you started:

1. A preferred customer show

2. A birthday card

3. A special sale for preferred customers

4. A newsletter

5. A personal letter with facts of interest plus a special offer.

6. A personal telephone

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

all follow-up.

7. A holiday card.

8. A contest or sweepstakes.

9. A special thank you card on the anniversary of when they became a customer.

10. A special report, book, or e-book for customers only.

Marketing studies have shown that it cost

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

s a business six times more to sell something to a prospect than to sell the same thing to current customer. So, your goal should be to develop a long-term relationship with every customer or client. Long lasting relationships with your customers or

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

clients will yield a wealth of benefits for your business.

The starting point of any follow-up should be your commitment to your customer’s or client’s happiness. Your goal is not simply customer satisfaction but rather exceeding the expectations of

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

your customers, giving them more than they anticipated. Showing them that you care about them more than they’re used to from a business.

To do this, you’ve got to learn about your customers. You learn first by listening to them, then by asking more q

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

estions and listening carefully. One of the best follow-up tools to use is sending them a questionnaire after their purchase. You can also have them fill out a questionnaire on your web site. By knowing the personal likes and dislikes of your customer

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

Following aspects would a

you can render personalized service, such as clipping articles of interest to special customers or recognizing their achievements, and the achievements of their families or businesses.

When people purchase from your web site or subscribe to your new

dd to the challenges in developing combination products:

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

sletter you should have some type of auto responder. With an auto responder, you can create a series of e-mails designed to consistently communicate with your customers. You can set up your auto responder to automatically send a series of e-mails to y

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

ur customers at predetermined intervals. For example, as soon as they sign up for your newsletter, they will receive the first e-mail in the series. And you can set the rest of the series to arrive every 2 days, or once a week, or whatever time frame

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

you think is best.

Stay in touch with your customers because if you don't, someone else will. Marketing studies have shown that nearly eighty percent of business is lost because of apathy after the sale. Built-in follow-up, set up as an automatic pr

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

cedure by your company, is a barrier to apathy. It requires time, energy, and imagination but it does not require a lot of money.

For example, a customer representing $200 in profit to you can mean a $200 profit without follow-up. Or that same custo

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

Professional from academic institutions, pharmaceutical industries, health care indust

mer can mean $60,000 in profit with follow-up. Here’s an example of how the arithmetic of consistent follow-up can work:

* Follow-up transforms the $200 yearly profit into a $600 yearly profit per customer with two repeat sales.

* Follow-up results

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

n four referrals, each representing $600, for a total of $2,400 per year. $2,400 plus $600 equals $3,000.

* Even if you earn no more referrals after the first year, $3,000 times a 10 year relationship you should have with your customers means at leas

.

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

t $30,000 profit per customer - - if you follow-up!

Customers are much more willing to buy from a company they have already done business with than from a different company that they don’t know. Once a customer has purchased from you, the chances of

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

Companies that provide selfless information through particip

them buying from you again are very good. Take advantage of this human phenomenon to increase your sales effortlessly and automatically with immediate and consistent follow-up.

Copyright© 2005 by Joe Love and JLM & Associates, Inc. All rights reserve

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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