Main Subject - Business

I recently organized a service benchmarking visit to Singapore for 22 Korean sales

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

and service trainers. In seven days we visited 23 leading organizations. A very bus

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

Examples of combination products may in

week!

At the Singapore Airlines Cabin Crew Training Centre, one visitor asked, 'H

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

w does Singapore Airlines stay on top all these years? And how do you plan to keep

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

he lead while other airlines work so hard to beat you?'

Senior Vice President, Mr

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

Combination pro

im Kay Wee, answered clearly: '100% is not enough. When you reach #1, you need 120%

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

.

'Here's why: If you fly on a mediocre airline, your service expectation may be o

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

ly 50%. If the cabin crew is in a better mood, they may actually deliver 65%. Then

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

hat is your opinion of the service? It's up 15%!

'Now if you know Singapore Airlin

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

s is #1, what is your expectation of the service? 110%! And if our cabin crew deliv

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

rs service only at the 100% level, what is your opinion of the service? It's down 1

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

Following aspects would a

0%!

'This is the challenge of being #1,' he concluded. 'If you are in the lead and

dd to the challenges in developing combination products:

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

want to stay there, 100% is not enough. You need every member of the team to give 1

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

0%!'

Key Learning Point
----------------------------------------------

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

---------------------------------

If you work hard and smart you may fin

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

lly reach the top - #1! And then what? If you want to stay there, you've got to wo

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

Professional from academic institutions, pharmaceutical industries, health care indust

rk even harder, and smarter! Give it your all. Give it your best. Give it 120%.

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

br> Action Steps
-----------------------------------------------------------

.

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

--------------------

Take your best past performance as 100%. What would

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

Companies that provide selfless information through particip

a 120% service effort look like? 120% results? Make that your team target for today

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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As 2005 starts to slowly fade in our rear view mirror, I get excited about thinking what we will see ahead of us in the area of workplace trends. Here's what the crystal ball says are the top 10 trends we'll be seeing in the workplace in 2006.

There are benefits to creating this kind of product. Many people use sports water bottle when outdoors. This is the perfect opportunity to use these items as a mode of advertising. Just one person can expose hundreds of people to your company.

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