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  • Main Subject - Why People Don't Listen... and Some Fun Things You Can Do About It

    It's frustrating when your co-workers, audience members, teenager or even your dog (!) won't listen. While you can't control how they receive what you say, you can control how you send it. Here are a few tips on why people don't listen and what you can do to change 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
    t.

    1. Short Attention Spans

    When asked to guess the average adult attention span, most people say around thirty minutes. According to statistics, however, the average adult attention span is actually only seven seconds. That's right! Every seven seconds you
    ; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

    Examples of combination products may in
    o away somewhere. You think about something else. In fact, you could actually be taking a mental break right now! It is a normal part of how the brain integrates external stimuli like when your computer starts defragging for a moment while you type. It helps to paus
    lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

    from time to time when you speak. This allows people to integrate your information or ask a clarifying question. Also, include examples to anchor your concepts. For example (see--I'm doing it now!), a concept without an example is like tree without roots, a house wi
    here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
    hout a foundation, or Sonny without Cher. It just doesn't have as much staying power.

    2. Too Many Distractions

    I was in a meeting the other day and five people coughed, four people side talked, three cell phones rang, two people went to the restroom, and a p
    d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

    Combination pro
    rtridge did email on his PDA. Distractions are a big part of modern life. Your best bet is to acknowledge the distractions in a playful way such as a manager who recently led a meeting I attended. When a cell phone rang, he grabbed for it and said, “Oh, that's for me
    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
    .my mother likes to check in on me from time to time”. That prompted everyone to turn off their phones.

    3. Lack of Training

    Few of us were formally taught how to listen. While you probably took Reading 8, Writing 11, did you ever take Listening 10? It's litt
    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
    le wonder listening is challenging. Quite accidentally, I learned how to listen by practicing meditation. After a five-day retreat, I felt very light-hearted and so went to visit my aging father who was hard of hearing. My habit was to sit vacantly for hours while he
    nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
    complained about his arthritis, the error on his bank statement, and how hard it is to find good slippers. After this retreat, I surprised myself by totally paying attention to him with patience and compassion. After about ten minutes of complaining he suddenly chang
    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
    d tracks and started telling me fascinating and funny stories about his childhood. Then he cranked up his hearing aid and asked about me! Learn how to be present with people, give them your full, undivided attention and be ready for some pleasant surprises.

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

    It is no secret that the world of business is fast becoming a multicultural world. Although English is the default language of commerce, many people in your audience may speak English as a second language. Last month I was addressing a large insur
    ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

    Following aspects would a
    nce company where most attendees turned out to be new immigrants from China. I used the expression “getting jiggy with it”, and I saw people rifling through their dictionaries. This prompted me to say “I'm sorry, that went way over your head”, and a number of people
    dd to the challenges in developing combination products:

    Which markets to tap where the combination products can do fairly well?
    Which combination prod
    looked up at the ceiling! If your listeners are ESL or have a more basic educational background, you need to simplify your language. Use much more literal descriptions rather than cultural expressions. Use facial and body language to express humor, and fewer words.

    cts are meaningful and rational?
    Which therapeutic categories to select?
    Which Combinations can address unmet needs of the patients?
    Do combin
    b>5. Unchecked Assumptions

    Back in the 70s, Gilda Radner a comedienne who regularly performed on Saturday Night Live was well known for her popular character Emily Litella, a social activist with a hearing problem. Her causes included such important issues as vi
    tions increase the patient compliance?
    What would be the developing cost?
    How to tackle the risks encountered during combination product developmen
    olins on television, soviet jewelry and endangered feces. Believe it or not, those Emily Litella types can be found in your audiences. For example, I once told a story about my mother who was a secretary for the British Civil Service in WWII. She spent most of her t
    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
    me daydreaming that her boss would burst into the room and ask her to spy against the Germans. She could leave the nasty paperwork behind, don a disguise and become the next Mata Hari. Needless to say, one day her boss did burst into the room but instead he fired her
    ping new procedures for reviewing their safety, efficacy and quality.

    Professional from academic institutions, pharmaceutical industries, health care indust
    for daydreaming all the time. A woman approached me after this story and told me that she used to be a Hari Krishna, too. One way to clear up false assumptions is to state your point in many different ways.

    6. No Reason to Listen

    Finally, the main reason pe
    y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
    ple don't listen is because you haven't answered their favorite question: “What's in it for me?” Before you start a long-winded monologue, tell your listener why you need their attention and make sure they understand how it will be benefit them. For example, “I'd lik
    .

    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
    to tell you about this free software that will block all the spam before it gets to your Inbox …interested?” That will give you much better results than “When I was a youngster and I sat down in front of my first computer, I asked myself how can I make this machine
    elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

    Companies that provide selfless information through particip
    ork for me…” In general, put yourself in your listener's shoes before you talk and their ears tend to perk up.

    And just remember the greatest of all wisdom--no one ever listened himself out of a new friendship.

    Carla Rieger
    Copyright 2005 Yes Education System


    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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