Advice You - Business

If you want to have a fighting chance in the business world, you’d better be an effective communicator.

Here are three steps that will help you operate as a trul

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

y effective communicator.

Step #1. Know your outcome. An effective communicator knows her outcome and states it in the positive.

Step #2. Know where you are in

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

Examples of combination products may in

the process. Know if you’re moving away from or closer to your outcome. Your questioning and listening skills play an important role in this step for communicatio

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

ns awareness.

Step #3. Know your options. Be flexible. If what you’re saying or doing isn’t producing the results you’d planned, you’d better say or do something

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

else.

There you have it, the Effective Communicator Model.

Let’s expand on each of the steps.

Step #1. Know your outcome.

If you don’t know where you’re goin

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

Combination pro

, that’s where you’ll end up.

Are you clear on the outcome of your communication? What do you want to accomplish? When you go into a negotiation, a sales call or

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 client meeting, are you clear on your outcome?

Make sure you state your outcome in the positive. We live in a culture that thrives on negative outcomes. We kn

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

ow what we don’t want and frame our outcomes accordingly.

What outcome do you want from your negotiation? Do you want to avoid overpaying for the project? The de

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

sire to avoid overpaying for the project is an example of an outcome stated in the negative.

Here’s how this outcome might sound when stated in the positive. “I

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

will negotiate the best possible price for the project and I will stay within budget.”

Work on creating outcomes that are clear, specific and positive.

Step #2.

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

Know where you are in the process.

Become aware of as much information as you can. This is where measurement and testing can provide you with valuable clues. You

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

Following aspects would a

must have some measuring strategy in place. How else will you determine if your communication or action is producing the desired outcome?

Here’s an idea for a s

dd to the challenges in developing combination products:

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

imple measuring strategy. Create your own checklist (kind of like a shopping-list for success) before you begin your communication or take an action.

Step #3. Kn

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

ow your options.

Be Flexible. If what you’re doing isn’t producing your desired outcome, you need to do something else.

Requisite Variety is a term born out of

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

Neuro Linguistics Programming, NLP for short. The theory of Requisite Variety states that the communicator that has access to the greatest number of communication

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

options will usually control the communication.

Science uses the same assumption when it comes to experimentation. Scientists know what they want an experiment

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

Professional from academic institutions, pharmaceutical industries, health care indust

to produce. They measure their results and know whether or not it worked. If the experiment works, great, if not, they utilize different options as the basis for

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

their next attempt at success. Come to think of it, that approach would be really helpful in your business networking, client meetings, sales calls, marketing, or

.

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

in any number of your business activities.

Success Tip - Know your outcome. All three steps of the Effective Communicator Model are important, but if you’re rea

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

Companies that provide selfless information through particip

lly clear on your outcomes and you state them in the positive, you’ll find yourself reaching those outcomes more easily and more often.

Copyright 2006 Ike Kriege

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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Once you have defined the target market, you can begin to design an advertising message and choose the media to transmit it.

With a little creativity and hard work, you can get free or paid training towards your career as you save money for formal education.

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