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Main Subject - The 4 Actions of Awesome Hospitality
These Actions of Awesome Hospitality™ will help you manifest the power of approachability through your organizational front porches. AWESOME ACTION #1: Go Beyond the Door My friend, Pastor Bob Farr of the St. Peters Church of the Shepherd, told me about a man he encountered after the worship service one Sunday. Bob went into the lobby to say goodbye to some of his members. H 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 e noticed a man standing along by the coffee kiosk, so he approached him. He introduced himself and thanked him for coming. In a reserved tone the guest said, "You know Pastor, I've been coming to this church for the past 9 weeks. I know I'm shy and all, but not one time has anyone said hello to me." "Really?" Bob asked, "You know, our staff works very hard to be hospitable and friendly ; 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 everyone – especially new members. I’m surprised nobody has approached you!" "Well," he continued, "I am usually greeted at the door when I walk in, but that's it. Once I get through the lobby and into the service, I feel invisible. Anyway, this morning I told myself: today is the 10th and final time. It's my last chance. And if nobody says anything, I'm outta here. But, thanks to yo lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together. ur hospitality beyond the door, I think I'll stick around.” Have you ever felt this way – like someone made the initial effort to extend hospitality but their willingness trickled away after a few minutes? It’s kind of like ordering your food at a restaurant, getting the food delivered by your server, and never seeing her again until the check comes. (As if delivering the food was all th here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe at mattered.) My good friend Shep Hyken, CSP who is a motivational speaker and author of The Loyal Customer and Moments of Magic, says that “someone’s assessment of excellent service is measured in proportion to the amount of time you spend after what’s basic, needed or expected.” So not unlike “Going Beyond He d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations. Combination pro llo” in the Attitude of Awesome Hospitality™, the first step in the Actions of Awesome Hospitality™ is also Going Beyond – beyond the door, that is. AWESOME ACTION #2: Talk to Strangers One of the reasons we have difficulty going beyond the door and extending ourselves to The New Guy™ is because we’re afraid of talking to strangers. We live in a culture of fear that tells us s 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 trangers are different, so therefore they will hurt us. (Ironic, isn’t it – hospitality means “the love of strangers.”) This fear has a way of manifesting itself into our actions. Take public speaking, for example. It’s the number one most common social phobia of humans. Why? Because they’re afraid of being negatively judged by others – and their performance is a reflection of that fe 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 ar. But do you know what the second most common social phobia among humans is? According to the Social Anxiety Association, it’s talking to strangers. Lyn Lofland, in her book A World of Strangers, explained it perfectly: nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically “Active avoidance of contact is constantly boosted by the fear of contamination from those are not like us.” Wow. Contamination. That’s a powerful word. Combine that with our inherent fear of rejection – albeit by a person we don’t even know – and it’s no wonder people don’t feel welcome at so many organizations! But as the definition says, a stranger is someone with whom you have not 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 yet been acquainted. So people make it out to be a lot scarier that it really is. And in the process of becoming an effective and engaging communicator one conversation at a time, you must have the courage to transform a stranger into a neighbor and neighbor into a friend. That’s what hospitality is all about. AWESOME ACTION #3: Dismiss Judgment A few days before giving one ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi of my Awesome Hospitality into Authentic Relationships™ programs, I had dinner with my best friend (and mentor) William Jenkins. I asked him what he thought the major challenges to organizations were, to which he replied with this story: “Every year when I used to teach high school English, the administration would send us our student lists about a week before classes began. Some teache ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it. Following aspects would a rs – the moment they got their lists – marched right back upstairs and spent the next hour making roll changes. They selected specific students they didn’t want (or that didn’t seem to belong) in their classes and switched them out. I, on the other hand, took that time to get a cup of coffee! In fact, I didn’t even look at my class list until the day classes began – because I was going t dd to the challenges in developing combination products: Which markets to tap where the combination products can do fairly well? Which combination prod o teach everybody the same. Anytime someone new walks into the door, the room or the organization, dismiss your judgment about them. Even if they look like they won’t fit in – they still deserve your hospitality. And it all starts with that first step onto someone’s front porch. AWESOME ACTION #4: Sacrifice Your Comfort As I explained, the reason humans are so terrified of p cts are meaningful and rational? Which therapeutic categories to select? Which Combinations can address unmet needs of the patients? Do combin ublic speaking is because of the fear of being judged. But in addition to talking in front of scores of new faces, simply being in front of scores of new faces can be uncomfortable. And at every meeting of every organization, there’s a good chance The New Guy™ will experience this fear when they walk into their first meeting. Let’s take your Professional Association, for ex tions increase the patient compliance? What would be the developing cost? How to tackle the risks encountered during combination product developmen ample. Imagine your monthly meeting takes place on a cold, winter morning at your local banquet hall. All the board members, staff and veterans show up a few minutes ahead of time at about 7:45 A.M. (They gotta get the closest seats and the hottest food!) At 8:06, when the program begins and most people have already sat down to eat, in walks Aly, a newly registered member. She’s alread 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 y in a bad mood because she had to park seven blocks away. Huffing into a room full of strangers, hair out of place from the hike, she scopes out a place to sit. She feels terrible for showing up late and tries to be an inconspicuous as possible. To her dismay, there’s only one seat left: the one all the way in the front of the room. Aly reluctantly makes her way up to the front, turnin ping new procedures for reviewing their safety, efficacy and quality. Professional from academic institutions, pharmaceutical industries, health care indust g as beet red as everyone watches her every move. Finally, after whispering an apology to the speaker she was so excited to hear, she sits down and takes out her notebook. Has that ever happened to you before? It’s happened to me on a number of occasions. And not just because I have a non-existent sense of direction and couldn’t arrive on time if my life depended on it, but also because y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products members are often unwilling to sacrifice their comfort for someone new. So if you’ve been a member of an organization for six months, a year or five years – you’ve already become accustomed to the group. You’re all settled in. And you’ve had enough time to get comfortable. Now you must reinstate the Golden Rule for the sake of The New Guy™ and temporarily sacrifice your comfort. Exten . 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 d awesome hospitality to that one person who so desperately needs to feel welcome; because if you don’t – they may never come back again. And don’t assume other people – Greeters or otherwise – will do this. If everyone assumes someone else will take action, nobody will take action. That’s called diffusion of involvement. Here some final Awesome Actions™ you can use to ensure the comfor elopment. They need to be wiser in analyzing the market trends and the regulatory requirements. Companies that provide selfless information through particip t of new members: 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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