Service Product Bundle
The three elements of the product service bundle are explicit services, implicit services, and facilitating goods. Explicit services are those that are able to be experienced or are tangible. Implicit services are the psychological ramifications of the service (such as feelings about an experience), and the actual product itself is the facilitating good. Sanofi-aventis offers all three of these elements to their customers in the following ways:
1. Explicit services: Since sanofi-aventis is a drug manufacturer, it doesn’t exactly have a store or location where consumers can go to “experience” the product. However, something of this nature is simulated on their company website: http://www.sanofi-aventis.us/. On this website, individuals who are prescribed a sanofi-aventis manufactured drug can research patient information and prescribing information. Furthermore, there is a product information services number clearly displayed on the page allowing potential users to call with questions. The website also contains links to press releases and social responsibility actions taken by sanofi-aventis. This gives consumers a good idea of how the company operates, mission statements, and helps build a feeling of trust and reliability through a proven reputation.
2. Implicit services: When dealing with medication, having a reputable image and presentation seems obvious. The psychological component to this is that patients (who may be nervous or uneasy about beginning a new medication) feel safe and healthy. Open and honest information about potential medication side effects helps reduce the fears of the unexpected and may lead to a better mental state for new patients. Beyond this, clearly presented information also helps prescribing doctors feel confident in the use of the drug, which is relayed to the patient in the waiting room when a prescription is being handed out.
3. Facilitating goods: The physical good for sanofi-aventis is the drugs they manufacture. Sanofi-aventis produces a wide array of medications, however, it is necessary for their success that all drugs be provided with the same levels of service (both explicit and implicit) to maintain a consistently reliable image. As the book states, it is important not to overemphasize on one component. While drug safety is a top priority at sanofi-aventis, informing and supporting the end users ultimately becomes just as important when it comes down to the product being prescribed.
Service Matrix
The closest fit for sanofi-aventis on the service matrix is the “Co-routed services” option. Customers have choices about the drugs they choose to take and dosage levels, ho
wever the product itself is produced in the same manner with the same chemical components. Patients and doctors access the same patient/doctor website for prescribing and drug information, and customers call the same product information hotline for further questions. On the operations side, sanofi-aventis is required by law to produce their drugs in F.D.A approved methods. However, as stated on their webpage, they are also committed to the implementation of cost-competitive technologies and reducing material, supplies, and service costs. While there is room for differentiation in distribution and operations, they are still limited in terms of regulations regarding the actual construction of the drug.
wever the product itself is produced in the same manner with the same chemical components. Patients and doctors access the same patient/doctor website for prescribing and drug information, and customers call the same product information hotline for further questions. On the operations side, sanofi-aventis is required by law to produce their drugs in F.D.A approved methods. However, as stated on their webpage, they are also committed to the implementation of cost-competitive technologies and reducing material, supplies, and service costs. While there is room for differentiation in distribution and operations, they are still limited in terms of regulations regarding the actual construction of the drug. Customer Contact & Employee Support
Sanofi-aventis interac
ts with their end-user customers via the internet, over the phone and in face to face interactions with doctors and pharmacies. One system sanofi-aventis has in place at the Kansas City location regarding customer support is that it is broken down into Primary Processing Units (PPUs). This gives each associate the capability of interacting directly with customers to continue their focus on meeting customer needs while producing high quality products. Face-to-face contact is also made between sales reps and doctors when marketing a new drug, at which point electronic and physical pamphlets and instructional brochures would be provided. In the pharmaceutical industry, there is little self-service involved aside from the already posted drug information that anyone can access on their website and read on their own. This falls on the “permeable” area of the customer contact matrix.
ts with their end-user customers via the internet, over the phone and in face to face interactions with doctors and pharmacies. One system sanofi-aventis has in place at the Kansas City location regarding customer support is that it is broken down into Primary Processing Units (PPUs). This gives each associate the capability of interacting directly with customers to continue their focus on meeting customer needs while producing high quality products. Face-to-face contact is also made between sales reps and doctors when marketing a new drug, at which point electronic and physical pamphlets and instructional brochures would be provided. In the pharmaceutical industry, there is little self-service involved aside from the already posted drug information that anyone can access on their website and read on their own. This falls on the “permeable” area of the customer contact matrix. Sanofi-aventis has a strong focus on flow control as well. Another feature of the above mentioned PPUs is that each has the authority and available resources to make fast decisions to meet manufacturing objectives. All employees making up a PPU sit closely together which reduces any possible process barriers and helps facilitate flows of real-time communication and actions. This ensures that no employee is working alone, and that everyone is informed of decisions.
Technology
The use of a customer portal via their website is an example of how technology enables sanofi-aventis to effectively communicate with customers. There are various levels of custo
mers who can regisater on their website such as Current Direct Purchasing Customer, Wholesaler Contract Administrator, and Group Purchasing Organization . This enables customers to place and track orders, check product availabilities and inventories and get product information. The use of technology is also used by the sales representitives that go on the filed to meet with doctors. Each carry a mobile device such as a handheld computer, tablet or laptop providing the doctor with up-to-date real time information. These technologies are very important as it enhances existing business relationships.
mers who can regisater on their website such as Current Direct Purchasing Customer, Wholesaler Contract Administrator, and Group Purchasing Organization . This enables customers to place and track orders, check product availabilities and inventories and get product information. The use of technology is also used by the sales representitives that go on the filed to meet with doctors. Each carry a mobile device such as a handheld computer, tablet or laptop providing the doctor with up-to-date real time information. These technologies are very important as it enhances existing business relationships.Service Recovery
When a drug company doesn’t do its job right, the consequences can be fatal. While we didn’t find any documentation on their corporate website about actions taken for specific recovery measures, typical measures taken are product recalls and legal settlements reached with those who have been harmed. Both measures damage the reputation of the company and is the reason why sanofi-aventis continuously repeats their commitment to quality and excellence. They also post their legal compliance measures regarding drug production, including any provisions for individual states. Furthermore, information is given regarding patient assistance such as telephone hotlines for reimbursements on specific drugs. Sanofi-aventis also participates in awareness programs regarding proper prescription information, medical care accessibility, and more. They are a member of the Partnership for Prescription Assistance which offers a “single point of access for more than 475 public and private patient assistance programs, including more than 150 programs offered by sanofi-aventis and pharmaceutical companies.”
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