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Advice You - Creative Emulation
In business we have a number of ways or tools that we use to stimulate improvement. Most of us could recite these in our sleep:
• Brainstorming
• Benchmarking
• Problem solving
When these things fail, or we realize that perhaps there are be
• Brainstorming
• Benchmarking
• Problem solving
When these things fail, or we realize that perhaps there are be
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
tter ways to do these approaches, we do the next likely thing and hire a consultant. (As a consultant, I am glad that people sometimes take this step).
Each of these steps can be very valuable and powerful when done correctly. There are method
Each of these steps can be very valuable and powerful when done correctly. There are method
; 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
s, approaches and steps that you can take to make each of these things (including hiring the consultant) more effective.
The Problem
The problem is the first three items on the list suffer from a similar problem – they all become too in
The Problem
The problem is the first three items on the list suffer from a similar problem – they all become too in
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
trospective.
Brainstorming too often becomes a short list of ideas that people have considered in the past, or things people tried at their last job.
Benchmarking ends up being too incestuous. If you are benchmarking within your industry, eve
Brainstorming too often becomes a short list of ideas that people have considered in the past, or things people tried at their last job.
Benchmarking ends up being too incestuous. If you are benchmarking within your industry, eve
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ryone in the industry is looking at each other, and the bar may never be lifted high enough.
Problem solving techniques are only as good as the ideas that are found to implement, and where do those ideas come from? Brainstorming and benchmarki
Problem solving techniques are only as good as the ideas that are found to implement, and where do those ideas come from? Brainstorming and benchmarki
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ng.
The Alternative
The alternative is a phrase called creative emulation. I learned this phrase from marketing guru Jay Abraham, who has helped hundreds of companies and individuals improve using this technique and has personally made
The Alternative
The alternative is a phrase called creative emulation. I learned this phrase from marketing guru Jay Abraham, who has helped hundreds of companies and individuals improve using this technique and has personally made
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
a fortune using it and teaching it.
It is incredibly simple in concept, and amazingly obvious. But most of us don’t do it often enough.
Creative emulation requires studying other industries and businesses for the models and approaches that t
It is incredibly simple in concept, and amazingly obvious. But most of us don’t do it often enough.
Creative emulation requires studying other industries and businesses for the models and approaches that t
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
hey use. Then thinking about how you could modify, adapt or “creatively emulate” their successes into your business.
Some Examples
Direct marketers have done this forever. Any good copywriting consultant tells you to build a “clip fil
Some Examples
Direct marketers have done this forever. Any good copywriting consultant tells you to build a “clip fil
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
e” of ads and sales letters that are effective. By keeping this “file” of successful copy, you are able to refer to it for inspiration, ideas, unique phrases and more. The “clip file” is a perfect example of creative emulation.
In leading tra
In leading tra
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
ining sessions, while there is benefit in having a whole group from the same organization, there are great benefits from having mixed audiences too – even having people from different divisions or departments in the same company can give partici
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
pants new insights, ideas and practices that they can creatively emulate back in their situation.
In some types of training seminars, participants will be placed in the “hot seat” by the facilitator or trainer. In this situation the participan
In some types of training seminars, participants will be placed in the “hot seat” by the facilitator or trainer. In this situation the participan
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
t is asked very specific questions to help both them and the facilitator better understand their situation. Then the trainer will propose some very specific ideas that the participant can apply.
On first glance this may seem like a boring even
On first glance this may seem like a boring even
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
t for other participants as one person’s situation is explored, prodded and probed. The reality is that if the trainer does a good job of setting up the process, each participant can learn much by answering the same questions for themselves, re
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
flecting on their answers and using the process of creative emulation to apply the lessons to their own business and situation.
These are three very different situations, all of which use the process of creative emulation as a way to create new
These are three very different situations, all of which use the process of creative emulation as a way to create new
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
ideas and spawn new approaches.
How to Do It
The process is pretty straightforward:
1. Learn all you can about a successful business or business model. This includes reading, interviewing and researching it as much as you can.
2. Th
How to Do It
The process is pretty straightforward:
1. Learn all you can about a successful business or business model. This includes reading, interviewing and researching it as much as you can.
2. Th
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
ink about the strengths of that business or process and see how it might strengthen your situation.
3. Look for ways to emulate, modify or adapt those success approaches into your situation.
Where do you find these model businesses? First of
3. Look for ways to emulate, modify or adapt those success approaches into your situation.
Where do you find these model businesses? First of
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
all it is important to realize that any business has some unique strength, even if they don’t recognize it, and even if they may not be super successful overall. With this realization, anyone can become a case study for you!
• Read the local b
• Read the local b
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
usiness section or the Wall Street Journal more carefully.
• Read business magazines in industries different than you own.
• Attend a conference as a guest of a friend – in an industry completely different from your own.
• Learn more about th
• Read business magazines in industries different than you own.
• Attend a conference as a guest of a friend – in an industry completely different from your own.
• Learn more about th
.
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
e people you meet at your next networking event. Don’t stop with exchanging names and business cards. Take real interest in their approaches and successes.
These approaches can get you started.
Brainstorming, benchmarking and problem solving
These approaches can get you started.
Brainstorming, benchmarking and problem solving
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
are great tools in your tool bag, but remember you have other options. One of those options is creative emulation. You can apply it in many ways in your business or other professional pursuits.
I wish you great success with this new approach
I wish you great success with this new approach
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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