Advice You - Business

We are a society of people who work hard at the art of persuasion. We work to persuade our customers an

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

d prospects, our co-workers, our children, and just about any one else we can get to listen to us. But

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

Examples of combination products may in

we’re not too good at listening and that is a shame because opportunities come when you listen hard.

Th

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

customer will tell you about a problem they have. Solve it and you will have a long-term customer and

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

maybe even a raving cheerleader. The prospect will tell you why they are holding back in purchasing yo

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

Combination pro

ur product. When you overcome their objection they will buy from you. The co-worker will tell you abou

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

an idea to build your widget better. If you utilize that idea you can do a better job of satisfying yo

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

ur customers. The child will tell you – I can tell you lots here from personal experience but this is

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

the business section of the newspaper and anyhow, I’m not qualified to write about parenting.

Business

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

is a constant learning experience. The best teachers are those around us, those we rely upon and those

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

who rely upon us. But often do we actually listen to these teachers. How often do we treat conversatio

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

Following aspects would a

ns as learning experiences? How often do we ask questions, then probing questions for clarification? H

dd to the challenges in developing combination products:

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

w often do we create opportunities to have these conversations, how often are we “too busy” to take the

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

time to create these opportunities?

I’d like to challenge you this week. I’d like you to create just o

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

ne listening opportunity with someone knowledgeable about an aspect of your company. Ask one question,

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

what can we do to improve (whatever that aspect is)” and then just listen. Perhaps ask a deeper questio

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

Professional from academic institutions, pharmaceutical industries, health care indust

n to better understand the issue or to clarify the message. Please do not start a debate, just listen.

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

I think you will be impressed because the people who purchase or make or deliver your product may know

.

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

uch more about it than you do. They work or live with the product and they have probably thought of imp

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

Companies that provide selfless information through particip

rovements but won’t speak unless someone listens. Create that opportunity and then… listen for a change

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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Advice You - Try Listening for a Change

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