Tags |
|
|
Links |
|
|
Advice Pool - Why Talking About Quality or Customer Service Makes Your Customers Yawn (find something else to say)
Let's be clear. The days of saying you deliver either superior quality or superior customer service to secure yourself any competitive advantage are gone.
In today’s market, the competition is so ferocious that the customer now expects that you will deliver a quality prod
In today’s market, the competition is so ferocious that the customer now expects that you will deliver a quality prod
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
uct and provide decent customer service. These are a given - not things to set you apart.
If you don’t deliver these as standard practice, you won’t survive - let alone prosper.
As fast as the quality bubble grew, it popped.
Quality used to be a subjective concept - it
If you don’t deliver these as standard practice, you won’t survive - let alone prosper.
As fast as the quality bubble grew, it popped.
Quality used to be a subjective concept - it
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
meant different things to different people. That was until the academics, gurus (like Dr Edward Deming) and International Organization for Standardization (ISO) set about defining it to make it tangible.
Today it means nothing more than the product or service does what it is suppo
Today it means nothing more than the product or service does what it is suppo
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
sed to do. It is fit for purpose.
In the definition of quality there is no mention about the grade of raw materials used; the timeliness (or otherwise) of product production; the market price; whether the product is aesthetically pleasing (or ugly as ever); the emotive appeal of t
In the definition of quality there is no mention about the grade of raw materials used; the timeliness (or otherwise) of product production; the market price; whether the product is aesthetically pleasing (or ugly as ever); the emotive appeal of t
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
he brand or anything else.
Nope, quality is a very staid concept. Quality means fitness for purpose - in other words, it technically performs its job.
Here is the reality check. If you do not exchange or offer a refund against a product that is not quality (in o
Nope, quality is a very staid concept. Quality means fitness for purpose - in other words, it technically performs its job.
Here is the reality check. If you do not exchange or offer a refund against a product that is not quality (in o
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ther words it does not do what you say it will do) there is legal recourse that the consumer can take against you.
In most countries, including Australia, government has a legislative framework that outlaws the selling of goods and services that do not perform in the way you say t
In most countries, including Australia, government has a legislative framework that outlaws the selling of goods and services that do not perform in the way you say t
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
hey do.
Yep. Quality is a given. And you have no choice but to deliver it. And this doesn't make you any different to any competitor in the eyes of the consumer which is why it can't be used for positioning.
The early to mid 1990s will long be remembered for the flurry in interes
Yep. Quality is a given. And you have no choice but to deliver it. And this doesn't make you any different to any competitor in the eyes of the consumer which is why it can't be used for positioning.
The early to mid 1990s will long be remembered for the flurry in interes
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
t in quality management systems (and getting certified as complying with ISO9000 standards became a business essential or B2B customers simply wouldn’t buy from you).
But as fast as that quality bubble grew, so too it popped; once everyone was certified, there ceased to be a point
But as fast as that quality bubble grew, so too it popped; once everyone was certified, there ceased to be a point
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
of difference between suppliers. The business buyer got used to quality certification being a given, and moved right on to the next big thing.
Customer service is done to death, Boring with a Big B.
A quick “customer service” search on Amazon returns more than 5
Customer service is done to death, Boring with a Big B.
A quick “customer service” search on Amazon returns more than 5
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
,000 books espousing the best practices in customer service; whether its 101 training tips in blow-your-customer-away customer service; Super Service and how to achieve it with the author's must-know Seven Keys; customer service for Dummies; and on and on it goes.
Customer service
Customer service
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
as a topic is done to death.
And the books on the subject blur into one another - since there is no clear point of difference between them.
If we accept that to prosper today you need to stand out from the crowd; this means you have to be different. To be different you
And the books on the subject blur into one another - since there is no clear point of difference between them.
If we accept that to prosper today you need to stand out from the crowd; this means you have to be different. To be different you
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
have to say things other people are not saying. So this means you need to find a competitor that's prepared to stand up publicly and roar to the crowd "I deliver lousy customer service!"
Of course. once you find that competitor, you can position yourself against them (Remember the
Of course. once you find that competitor, you can position yourself against them (Remember the
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
positioning rules? Do the opposite of your competitor...). Good luck finding them.
The bottom line is that since everyone says the customer is king and that their business delivers great/top-notch/better customer service (whether they do or not is a different issue) - how can you
The bottom line is that since everyone says the customer is king and that their business delivers great/top-notch/better customer service (whether they do or not is a different issue) - how can you
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
stand out from the crowd if you are yet another voice saying the same thing?
Don't you be the Dummie. Saying you deliver good customer service does not make you stand out from the crowd and every time you waffle on about how it makes you special, you keep your customer yawning. T
Don't you be the Dummie. Saying you deliver good customer service does not make you stand out from the crowd and every time you waffle on about how it makes you special, you keep your customer yawning. T
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
hey've heard it all before.
Come up with something different to say.
But aren't quality and customer service the hallmarks of good business?
Yes, quality and customer service are the hallmarks of good business - but they cannot be used to make you stand out from the cro
Come up with something different to say.
But aren't quality and customer service the hallmarks of good business?
Yes, quality and customer service are the hallmarks of good business - but they cannot be used to make you stand out from the cro
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
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
wd. At least - not directly.
Look at ways to position your business that implies quality and customer service - rather than states it.
Let's look at examples of ways that imply these things rather than state them:
1. Statements of endorsement by people that matter (and
Look at ways to position your business that implies quality and customer service - rather than states it.
Let's look at examples of ways that imply these things rather than state them:
1. Statements of endorsement by people that matter (and
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
good old testimonials):
"By Appointment To Her Majesty Queen Elizabeth 11"
Goddards Silver Cleaners and Lea and Perrins are both examples of brands carrying the royal warrant. And geez, if it's good enough for Lizzie; it's good enough for me.
2. Statements that reposition your c
"By Appointment To Her Majesty Queen Elizabeth 11"
Goddards Silver Cleaners and Lea and Perrins are both examples of brands carrying the royal warrant. And geez, if it's good enough for Lizzie; it's good enough for me.
2. Statements that reposition your c
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ompetitors:
"Engineered like no other car." (Mercedes Benz).
3. Statements about product attributes:
"At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock."
4. Statements that explain your heritage:
"Proudly serving customers since 1896."
"Engineered like no other car." (Mercedes Benz).
3. Statements about product attributes:
"At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock."
4. Statements that explain your heritage:
"Proudly serving customers since 1896."
.
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
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
(The fact you've been around that long says something about how well you conduct your business.)
5. Statements of leadership:
"Australia's fastest growing (whatever)" (The fact that everyone is buying yours means it must be good.)
Fiona Mackenzie is an experienced senior bu
5. Statements of leadership:
"Australia's fastest growing (whatever)" (The fact that everyone is buying yours means it must be good.)
Fiona Mackenzie is an experienced senior bu
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
siness and marketing strategist from Melbourne, Australia. She has a MBA and industry experience across telecommunications and professional services and more. Check out her blog archive at www.fionamackenzie.com.au
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.advicepool.org.ua/article/15075/advicepool-Why-Talking-About-Quality-or-Customer-Service-Makes-Your-Customers-Yawn-find-something-else-to-say.html">Why Talking About Quality or Customer Service Makes Your Customers Yawn (find something else to say)</a>
BB link (for phorums):
[url=http://www.advicepool.org.ua/article/15075/advicepool-Why-Talking-About-Quality-or-Customer-Service-Makes-Your-Customers-Yawn-find-something-else-to-say.html]Why Talking About Quality or Customer Service Makes Your Customers Yawn (find something else to say)[/url]
Related Articles:
Business Owner's Manifesto: Must Do's
Your Dream Job - 'Must Read' Frequently Asked Questions
Change Management and Over Regulations Causing Chaos
Bookmark it:
|