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In Part Two of this four part series, I identify that Major Account Management is not a single act but a series of actions which link together to produce a powerful, professional and profitable result

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

.

There are two ways of looking at this process. One is to examine each element of Major Account Management; the other is to create a model which can be applied flexibly but effectively across a rang

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

Examples of combination products may in

of situations. We will first look at the elements of Major Account Management. We created this approach for a major institution that wanted to break down the different elements of the process to be s

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

re they were doing everything as well as possible.

• Identify

• Understand

• Plan

• Influence

• Deliver

• Manage

Identify:

Many organisations do not know who their major accounts are. C

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

rtainly many of the people who manage the relationships do not know and even if they know, very few people understand why this customer is a major account but that one is not. A quick way to test this

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

Combination pro

is to ask ten people in your organisation who your ten most important accounts are. You can be sure that you will receive more than ten answers. In one company we worked with, we received 56 different

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

answers from 10 senior managers! The clarification of major accounts has been a critically important part of our work with a number of the organisations with whom we have worked.

Understand:

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

e need to understand our major accounts better than our ordinary customers. We need to understand the world they work in, the challenge of their markets, the competition they face etc. We need to unde

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

stand the individual projects (be it fighting to win new business or managing an existing project for maximum profitability). Major Account management involves understanding who takes decisions and ho

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

, who are our competitors, how does our offering impact on the customer’s business? Those who manage, need to keep developing their skills of questioning and listening, of networking and analysing.

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

>Plan:

If a customer is worth being called a major account, then they are worth a plan. It is of course possible to sell successfully in an unplanned way, there are always opportunities to be sei

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

Following aspects would a

ed by chance. But if we are serious about developing a long term relationship and if this customer is really important to our success as a business, then we need to plan. We will look later at two typ

dd to the challenges in developing combination products:

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

s of planning. One of the most encouraging spin-offs in our work with clients is when we see the emergence of succinct, professional business plans for major accounts that cascade down into satellite

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

lans for other parts of the business.

Influence:

There are many people to influence. We need to influence technical people and commercial people; we need to influence our customers, their cli

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

nts and our colleagues. The major account manager often has little authority to tell people what to do. Instead he or she needs to influence and persuade.

Deliver:

It is good to plan and unde

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

stand and influence, but our business will depend on our ability to deliver what we promise. This is often seen as the responsibility of customer service but in fact the whole organisation needs to be

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

Professional from academic institutions, pharmaceutical industries, health care indust

committed to delivering what the customer needs, the right quality, at the right time and to do it in such a way that the customer feels good about it.

Manage:

Any major account needs managin

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

because success does not just happen. By manage, I mean doing all those things which make things go smoothly. It may be arranging a regular review meeting with the customer, or training the account t

.

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

am to understand the customer better or handling problems or managing complex projects. If we work hard on all six areas of account management and if we gain the trust of our customers, then we will g

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

Companies that provide selfless information through particip

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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The job of administrating industries and companies in the modern era is substantially more intricate than it was in the past. Tools that assist in simplifying the work atmosphere are a boon in such a dynamic business condition. Maintenance management is an extremely vital function of any industry and CMMS is known as a very resourceful tool focused on maintenance management.

New regulations regarding financial controls and statements have necessitated an overhauling of collection, retention and m New regulations regarding financial controls and statements have necessitated an overhauling of collection, retention and management procedures as far as information is concerned. What is Regulatory Compliance? Regulatory Compliance Acts make it mandatory for public companies to evaluate, review, restructure and make a detailed report of the internal controls in place for financial statements. The report has to be given a “clean chit” by external auditorsanagement procedures as far as information is concerned.

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