Main Subject - Business

Regarding your Service Encounters of the Third Kind, how do I apply that in my medical practice? The first and se

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

cond kind are no problem. But how can I use the third kind in medicine? How do I ask, ‘What do you want to become

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

Examples of combination products may in

?’ to my patients?

Thank you for that great question!

Service Encounters of the Third Kind in medicine moves 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.

e doctor/patient relationship beyond ‘What’s wrong or what needs fixing?’ (an encounter of the first kind), beyon

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

d ‘Which therapy or style of treatment do you want?’ (an encounter of the second kind), to a dialogue focusing on

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

Combination pro

your patient’s preferred choice of lifestyle: nutrition, exercise, bodywork, stress release and emotional well-b

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

eing included.

This is a proactive conversation about changing behaviors and practices to create and achieve int

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

ended health objectives. It’s not a traditional (often remedial) conversation about what’s wrong and what needs t

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

o be, or can be, fixed.

In medicine these third-kind discussions are usually seen as preventative in nature, and

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

often aren’t easy to broach given the intense pressures of time most doctors face, and given the traditional vie

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

w most patients have of their doctors.

However, some chiropractors, naturopaths and holistic medical practitione

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

Following aspects would a

rs have built successful practices in the third-kind direction. They provide education for their patients on move

dd to the challenges in developing combination products:

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

ment (yoga, exercise, breath work), nutrition (supplements, dietary choices, cooking styles), and even family and

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

career matters (stress clinics, relationship workshops, company wellness retreats).

Key Learning Point

Many pr

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

ofessionals are moving from first-kind encounters to second kind interactions to truly third-kind conversations a

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

nd commitments with their customers. Those who engage customers in such proactive conversations will invent a suc

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

Professional from academic institutions, pharmaceutical industries, health care indust

cessful future more assuredly than those who only satisfy immediate customer demands.

Action Steps

Gather a gro

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

up of colleagues and customers to explore the question, ‘What do you want to become?’ Imagine and create new poss

.

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

ibilities for customers, for colleagues, for your company. Don’t get caught with all your attention on the requir

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

Companies that provide selfless information through particip

ements of today. The future of your business is already forming in the possibilities you can imagine for tomorrow

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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