Brand: Ensure the consistency of quality and key to customer satisfaction

Brand is very important for marketing. Customer knows the product by its brand. Consistency in quality plays a vital role in branding of a product.

I am discussing six ways to develop quality consistency which will automatically get transformed into a brand, especially in pharmaceuticals. The given example will make you understand the actual meaning of brand.

E.g., Crocin is India’s leading analgesic brand in the non – prescription(over-the-counter) analgesics category with a wide range of variants in both solid and liquid formats. Internationally, Crocin is marketed as Panadol and sells in more than 80 countries. More than 2 million tablets of Crocin are sold every day in India but majority population doesn’t know its manufacturer as brand matters more than the company’s name.

Brand identity is a collection of visual elements that makes your business unique and different from other businesses. Brand identity is what you, customers, and prospective customers can see and is different from brand image and branding, even though those terms are often used interchangeably.

Brand consistency ensures that your brand is easily recognizable across all marketing channels and touch points. This helps your customers get to know your brand on a more personal level.

Consistency is a key to customer satisfaction. When your content quality, quantity or schedule isn't consistent, it can confuse your customers. Keeping a regular strategy not only helps to create a better customer experience but it also helps to build credibility, reputation, and brand trust. Consistency can also impact your bottom line.

To ensure consistency, you have to look into integrating quality management systems into your business operations. Quality management is designed to produce highly consistent, quality products that would meet customer and regulatory requirement. During the process, it identifies and gets rid of any defects and inconsistencies by executing regular changes and improvements in the system. 

Maintaining product consistency gives you the upper hand over your competitors. It stabilizes the manufacturing process, lowers market complaint rate, and improves customer satisfaction ratings. An increase in customer satisfaction leads to higher revenue, profitability, market share, and export opportunities.

Following ways to achieve product consistency:

Select the right employees:

Right employees can only develop the quality system. Employees and quality system is the brand ambassadors of the any pharmaceutical company. You also need to provide training and knowledge enhancement activities to make sure you are not falling behind the latest trends and updates on your industry. A standard quality system can help your employees in determining the right course of action when dealing with an issue on your products or services.

Develop the quality culture:

A successful quality culture cannot be built in a day, but it takes time with a commitment to the quality from top management to shop floor employee. After a short period, everyone gets the benefit of the quality commitment when a culture of quality is built in the firm. Quality Culture is a demand to survive in today’s competitive regulatory market. A company without quality culture cannot run for long and will have a dark future.

Develop the Quality-by-Design (QbD) concepts:

QbD is a systematic process to generate robust processes with the help of Quality Risk Management (ICH Q9). It is important to control the “Variability” of Raw materials as well as in Manufacturing process by identifying Critical Quality Attributes (CQA) / Critical Material Attributes (CMA) and Critical Process Attributes (CPP) through Risk Management process. It helps to have better understanding of Process & Product thus helping Life Cycle Management of the product (LCM). Important goals of QbD is to ensure that all sources of variability affecting a process are identified, explained and managed by appropriate measures.

Monitoring the Data by using process capability and performance Parameters:

Cp, Cpk, Pp and Ppk are all parameters (indices) that can help us to understand how our process is operating relative to the specifications, or in other words, they measure how close our process is running to its specification limits. Once a process is under control and shows very little variation, process capability studies can be run to calculate the maximum capability of the process. Once a process is running near its maximum capability, making any additional changes to the process is usually not economical.

Reviewing the quality of your data is crucial in achieving consistent results. From this data we can conclude that process involved in the manufacturing is capable. Make sure that your data is free from any manipulation.so you can prevent costly errors in the future. 

Ready for change: 

Change is inevitable, so preparing for it in advance will set an organization up for success and create a less burdensome experience. Pharmaceutical companies are facing extraordinary pressure to adapt to changing market conditions. Innovative pharmaceutical organizations that adopt a customer focus can gain an enormous advantage with new approaches to research and development.          

Perform a quality audit:

This will help you determine any weak spots and inaccuracies that you may have overlooked in the planning and production stage. More than anyone, you should be the one to know the areas you need to improve on. By performing a quality audit regularly, you can provide a better experience and gain higher customer satisfaction rating.

Conclusion:

Every employee at a pharma organization has an impact on the company's ability to deliver a quality product, from research scientists to janitorial staff. Quality isn't a checklist, it is a goal of the management team, or the responsibility of the quality unit. It's a core component of the culture which should be owned by every member of the organization. To involve employees in improvement, a pharma QMS should create an empowered and knowledgeable workforce through practical training, collaboration tools, and clear channels for communicating opportunities.

Companies that fail to maintain and improve the quality of their products and services fall behind. In a world that constantly innovates, you have to make sure that your products consistently meet the ever-changing demands of your customers.

Query:

Ask if you have any Query visit  http://pharmasolution1.blogspot.com, I will revert back to you with a solution. To learn more always visit and connect with Pharma solutions by Dr. Ajay.

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About the Author:

Dr. Ajay Kumar Singh, M.Sc. (Gold Medalist), Ph.D. is the author and founder of “Pharma Solutions by Dr. Ajay”.

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Disclaimer:

Examples used in this article are not meant to be endorsements of any product or technology from the author.