Main Subject - Business

"You can have brilliant ideas but if you can't get them across, your ideas won't get you anywhere." Lee Iacocca

Communication planning may sound like a big company concept, but it is just as im

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

portant for a small business or an independent service provider. No matter how independently you like to work, to translate most strategic ideas into reality requires the support of others.

Conve

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

Examples of combination products may in

ying a strategy may not seem difficult, but, the truth is that very few get it right. With a carefully developed communication plan, there is a much better chance of making sure that everyone hear

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

s your message, and in a way that will build support.

The first step requires identifying all of the parties who should hear your ideas- start by thinking about everyone who can possibly affect t

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

e success of the plan (this might include clients, employees, prospects, business partners, etc). Once all of the different groups of people are identified, a message that is both consistent and p

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

Combination pro

ersonalized can be developed.

MISSED OPPORTUNITY

According to an article in the Harvard Business Review, it has been estimated that most organizations under communicate their vision by a factor

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

of ten. Here are a few situations of failed communication that I see repeatedly.

A senior management team invests weeks devising a new direction, but fails to include certain business areas in th

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

e process of developing the plan. A small business develops an exciting new service and never gets around to telling their current client base about their new capabilities Technical experts in

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

a business find themselves in the position of selling a service but do not have a consistent, focused and targeted message about the benefits At 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

tr_plan/writing.htm" target="_blank">http://www.managementhelp.org/plan_dec/str_plan/writing.htm you will find ideas on some great ways to communicate a strategic plan with employees, clients,

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

partners, the community, the media, etc.

INCREASE THE ODDS

As you start to look strategically at your business it is important to look at how others outside of your business perceive your compa

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

Following aspects would a

ny (which may require some research). If the marketplace is not thinking about your business in the same ways that you are striving to become known, a new look at what you are offering, or in many

dd to the challenges in developing combination products:

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

cases a better way of communicating may be in order.

Doug Hall in a very exciting book titled Jump Start Your Business Brain, shares his research-based ideas on what businesses that succeed do di

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

fferently. What is so fascinating is that all of his research boils down three things. He says that what separates those who succeed from those who don't is simply the ability to show (and communi

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

cate) to your target audience the following three things:

An Overt Benefit- what's in it for them

A Real Reason to Believe-why they should believe you will deliver on your promise (the overt ben

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

efit)

Your Dramatic Difference- that what you offer (your overt benefits and their reason to believe) is revolutionary and 'new-to-the-world'

"The communicator is the person who can make himself

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

Professional from academic institutions, pharmaceutical industries, health care indust

clear to himself first" Paul D. Griffith

REAL COMMUNICATION

Establishing trust and credibility are critical before someone will believe you. People want to see consistency in words, values, vi

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

sion and actions. If you are not being honest and genuine, your message will be discounted or ignored. Here are a few ideas that might help you become a better communicator.

Listen for understand

.

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

ing and be empathetic to the feelings of your audience When you speak, your listeners are watching to be sure that your facial and body language match what you are saying. Practice writing and

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

Companies that provide selfless information through particip

speaking, you will improve with practice Get help with tough communications. Try your ideas with friends and/or associates, they can provide a great perspective Simple is almost always better

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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