Advice You - Business

Harry Lorayne and Jerry Lucas, the former basketball star, teamed up years ago and wrote a sensational little self-help manual

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

: THE MEMORY BOOK.

You might have seen these two appearing on “The Tonight Show.” Their “act” consisted of simply memorizing

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

Examples of combination products may in

nd then repeating in order the names of everyone in the audience during a given program.

That amounted to hundreds of names!

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

They accomplished several things with their wizardry:

(1) They demonstrated that memory isn’t passive; it’s an active device

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

that anyone can learn to improve;

(2) There is no practical limit to the amount we can remember; and

(3) What is often thoug

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

Combination pro

ht to be a listening problem is really a memory problem.

It is the third item that concerns me in this article.

But before I

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

get to that, let me throw a few definitions at you.

Hearing is registering sound vibrations. We do that all the time, whether

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

it is the whooshing of cars outside of our office or the faint joyful voices of children playing down the block.

Listening i

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

making sense of what we hear; interpreting it and placing a meaning on it. “Oh, those must be the kids at the playground,” 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

think, when we start to listen.

Remembering is recalling accurately what we listened to.

To remember, according to Lorayne

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

Lucas, we need to ACTIVELY ASSOCIATE what we hear with something else.

In another article I mentioned my frustration when wa

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

Following aspects would a

ters make three errors in processing my soft drink order.

I say: “I’ll have a Diet Coke, no ice, and a slice of lime, please.

dd to the challenges in developing combination products:

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

”

Over half the time they either fill the glass with ice, attach a bright yellow lemon, or serve me regular Coke.

Lorayne &

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

ucas would say they’re listening all right, but they’re not remembering. Servers should associate what I’m saying with ABSURD

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

images, because the more unusual the images, the easier it will be to remember what they stand for.

They could envision a fiz

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

y Coke spilling over the edge of an ultra-skinny glass without any obstacles, and me spilling from the glass while grabbing a

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

Professional from academic institutions, pharmaceutical industries, health care indust

bright green, metallic lime tree to save myself.

To remember my order all they would have to do is to see that image.

Of cou

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

se, servers do have listening problems, too.

Those that start sneaking away from our tables before we’ve finished speaking, a

.

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

re also poor listeners.

Restaurants and all businesses would be wise to teach both listening and memory skills, and if they d

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

Companies that provide selfless information through particip

d, they’d have happier customers and make more money.

(Now for your Memory Quiz: What was the title of Lorayne & Lucas’ book?

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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Credentialing verification organizations offer better turnaround time, lower overhead and expense, reduced staff time, and lowered liability to managed care groups.

The need for superb customer service is not startling, and the means for bringing it about are relatively well known. Nevertheless, too many businesses seem to accept the need and means in theory but in practice they continue to deliver poor service.

Niquenya D. Fulbright, Professional Life Coach specializing in career and business coaching, explains how to increase customer retention and satisfaction by creating a good system for returns management that includes clearly outlining a concise return policy for dealing with returns and exchanges.

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Advice You - Name That Customer Service Breakdown: Is It A Listening Problem or a Memory Problem?

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