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The move towards global businesses and particularly John Stanley’s global retailing may excite business people, but the challenge is in providing what the customer really wants, not what yo

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

u think they want.

Let me give you two examples.

Firstly, from New Zealand, the country’s leading retailer is publishing very healthy net profits and has nearly every Kiwi as an advocate.

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

Examples of combination products may in

They have become a household name. Their company philosophy has worked in New Zealand.

The journey across the Tasman to Australia is not that great. One would expect that what customers wa

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

nt in New Zealand can be copied in Australia. However, Aussies have different expectations to the Kiwis and as a result the Aussie arm of the business is finding it difficult to establish i

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

self in Australia. The company’s strategy has been to buy their way into the market. But will the retail experience suit the Aussie culture? Time will tell.

The most diverse variations on

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

Combination pro

ustomer expectations are in the airline industry. Global partnering may mean an easy transit around the world, but it can be a cultural nightmare.

The American travelling consumer wants a

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

safe, reliable flight between A and B at the best price. That’s the way it is done in the USA. As far as Americans are concerned the Airlines are selling a commodity.

Compare this with Eur

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

pean travelling consumer expectations, even on a short flight. They want safety, reliability, the best price and service that provide a hot breakfast, cup of coffee, the latest news on tele

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

vision and a good movie. If this is not provided, their expectations are not being met, whereas, merely adding the cup of coffee would exceed the American’s expectations.

As retailers, we

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

ften talk about providing our customers with a memorable retail experience, yet we often forget to ask the consumer what they want. In a global economy you cannot win. The American may perc

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

ive European airlines as far too expensive for the experience offered, whereas the European desires service and a meal, even on a short US flight and would be prepared to pay for the improv

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

Following aspects would a

ed experience.

The challenge as a global company is how do you develop the appropriate experience to meet your consumer’s desires.

Holistic steps to improve the experience

The consumer h

dd to the challenges in developing combination products:

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

s specific needs based on reliability and price. This allows you to set up business, provide a specific service to your customers at the lowest price. This is the point the majority of Amer

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

ican Airlines work at.

If the culture of your customer base expects high individual service, then you can provide incremental steps to improve your customer’s holistic experience.

If your

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

consumers are happy with each progression you make, they will then be prepared to pay more. If they do not agree with your strategy, you will be perceived as becoming expensive.

Every reta

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

l business is different. Brainstorm with your team what holistic steps you can take to improve your customer’s experiences. Remember though, all of your customers will never be satisfied. Y

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

Professional from academic institutions, pharmaceutical industries, health care indust

ou will never achieve 10/10 from all your customers consistently.

Some holistic steps as a retailer that you may consider include:

A coffee bar
A welcoming lounge
Today’s news

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

apers
Educational workshops
Loyalty network clubs
Newsletter
Delivery service

Remember, it is how you understand your own customer’s culture that makes the differenc

.

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

e. If culturally your customers do not want it, do not do it. It is when you start dealing with multiple cultures that it becomes a real challenge. That may be a global expansion of your bu

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

Companies that provide selfless information through particip

iness or working within a multicultural society within your own city.

The real challenge is developing the right experience for your clientele in your business to encourage business growth

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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