Main Subject - Business

When we communicate with someone we will be doing so on a number of levels, not just the words that we use - tone of voice and body language are also important factors in non-verbal communication.

Eye contact - i

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

s one of the most powerful means of communication after words. It can be direct or indirect, long-lasting or short and more usually intermittent when talking to someone in normal conversation. Staring or holding eye co

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

Examples of combination products may in

tact for too long can make people feel uncomfortable and is unsettling. Appropriate eye contact is important for effective communication. People who like or feel comfortable with each other engage in eye contact more f

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

requently. People who avoid eye contact are likely to be feeling uncomfortable, guilty or embarrassed.

Face - next on the list after the eyes. This is one of the first features we notice. By looking at someone

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

s face we can read their emotion. Small gestures like the eyebrow flash happen almost subconsciously when we greet people we are pleased to see or who we know. A smile can also work wonders when greeting someone for t

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

Combination pro

e first time. It can also be used to calm and help people to feel at ease. A genuine smile lights up the whole face including the eyes, a forced or nervous smile tends to stay around the mouth. Where someone looks whe

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

n you talk to them can tell you which side of the brain they're accessing and if they're a visual, auditory or kinetic person.

Posture - has a lot to say about how a person feels about themselves and the person 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

ey're with. Are they leaning in towards each other or away from each other? Mirroring someone's posture is a good way to create rapport and will happen naturally in some situations. Try it out but don't make it too ob

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

ious or it can be off-putting. What is the posture of someone who feels confident? How does someone sit/stand when they feel threatened or fearful? If you have to give a presentation and feel nervous - adopt a posture

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

of confidence and think yourself into a positive mode. See what a difference it makes.

Hand gestures - particularly at the moment, we are exposed to the carefully managed gestures of politicians when giving thei

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

pre-election speeches. The use of hand gestures can be another interesting aspect of body language that show attitudes and emotions. An open palm signifies sincerity, openness. Steepling of the fingers is seen as aut

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

Following aspects would a

oritative, or used during negotiation when considering a proposal. Tapping or drumming the fingers shows impatience. Touching the face indicates thinking, the hair insecurity and the ears indecision.

Personal space

dd to the challenges in developing combination products:

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

- everyone has their own sense of personal space that we carry around with us. We should be aware of this personal space so that we don't invade someone's personal space uninvited. Invading someone's personal spac

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

can seem threatening and the person will move away to a more comfortable distance. In crowded situations personal space is greatly reduced and other factors will come into account such as avoidance of eye contact and t

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

e use of defensive postures.

Body contact - the handshake is the most recognised form of body contact and used in greetings and farewells. A firm handshake is preferred in both men and women. A weak handshake s

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

hows either ineffectiveness, insincerity or reluctance. Bone crusher handshakes on the other hand are seen as aggressive or overly dominant. People brought up where body contact is a normal part of family life tend to

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

Professional from academic institutions, pharmaceutical industries, health care indust

be more positive and open than those with less. Always be aware and observe what is acceptable with an individual or for different cultures.

When interpreting body language you need to take into account all parts of th

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

body. Changes in a person's ‘normal’ body language indicate a change in emotion or attitude. Don't assume that because someone has their arms crossed they are being defensive, perhaps they really are just cold! Look

.

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

at all the different signals before interpreting the final message - at least three to four and know what’s normal for that person.

Fun Exercise: Watch people's body language when you're next in a position to ob

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

Companies that provide selfless information through particip

erve. How close are they? How much eye contact is there? Can you tell if they know/like each other? Are they strangers or friends? See how much of the conversation you can guess from observing people's body language

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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