Main Subject - Business

Surely you know what I mean. Those gangly looking birds that stand on one twiggy looking leg. Their beak (or is it a bill?) is hooked and black. And they flock by th

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 hundreds at the watering hole. Thousands maybe, all together and...

THEY ALL LOOK THE SAME!

Now I'm not suggesting you run out and paint your shop in day-glow 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

lours, or dress up like Zippo the clown, I just thought I'd draw your attention to something that often gets overlooked.

We tend to think of appearances in an extern

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

l context, we think of what we 'present' to the outside world instead of how we're perceived by the outside world.

Here's what I mean, it's called the "Well I shoul

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 hope so!" test. Try this out on the next statement:

"We're honest and we fix your car right the first time. We charge reasonable rates and we guarantee our work."

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

Combination pro

Altogether now... "Well, I should hope so.!"

What else would you expect to say? "Hey, we're lousy. We'll fix things that aren't broken and make sure the original pr

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

oblem goes unsolved so you'll bring it back so we can fix it and charge you again."

The first statement is a 'pink flamingo'. It says pretty much the same stuff as

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

nyone else could say. It's about as unique as...well, that one-legged pink flamingo.

The other statement is outrageous. It's just plain bad, and hopefully completel

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

y untrue. It did however have 'stopping power' and it most likely made you grin or scowl. Either way, that last statement certainly was not a pink flamingo.

Now don

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

t feel bad. We're all guilty of lazy communication from time to time. And we often forget to present the ‘right' image to the world. We get so bogged down with the d

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

ay to day tasks of operating the business that we overlook the way the business is perceived by others.

Here's another idea to help you picture things a little diff

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

Following aspects would a

erently. Imagine your business was product (it is on various levels) and imagine you needed to put it on the shelf and sell it along with hundred of other businesses

dd to the challenges in developing combination products:

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

.. like yours.

How would you design the packaging? What would you say on the box? Would you say things like everyone else? Would your box be the same size? Okay, th

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

at was a bit of a stretch. But it gets your mind working. Remember it's not so much what you present it's how your presentation is perceived.

And while we're on the

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

opic of image and perception. It should be noted that whatever a person thinks about your business is their reality. That last point is crucial, so it bears repeatin

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

g - whatever a person "thinks" about your business "is their reality".

In other words, if they "think" you're great - you are. If they "think" your business stinks

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

Professional from academic institutions, pharmaceutical industries, health care indust

hen it does!

The way we think about something makes it real for us. We choose precisely what we think about that thing, and in most circumstances that thought seldo

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

m changes - that's why the old adage about first impressions is so true.

Remember, every time a new prospect experiences one of your ‘presented messages', such as t

.

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

e way your service advisor greets them, or the signage on your building when they drove in, or the way the phone was answered, or the smell in the receptions area, o

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

Companies that provide selfless information through particip

r the brightness and the overall cleanliness, and so on, ask yourself the following questions:

What do these message 'really' say about me, and am I a pink flamingo

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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After hearing Daniel Pink speak about his new book A Whole New Mind: Moving from the Information Age to the Conceptual Age for the fourth time, I finally read it cover to cover (less than a day). I f...

If it is time to renovate your home, consider becoming your own contractor and save yourself hundreds or thousands of dollars! If you are capable of completing the work yourself, bypass the costly contractors and finish the project on your own and under budget. For a larger project, hire individuals directly to work on each specific part of the renovation. Hiring sub contractors directly will still save you a great deal of money and allow you to better apply your budget to quality materials.

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