Main Subject - Business

Researchers agree that we each have our own unique “mental vocabulary.” It is this vocabulary that we use to communicate to ourselves and to others. Over time, we create a mental library complete with words and pict

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

ures that are directly tied to our feelings about certain people, places and things. For example, if you hear the word “mom,” what feelings or thoughts come to mind? What about the word “gym,” what images or ideas do

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

Examples of combination products may in

you conjure up? How about the word “business?”

Each response you have - feelings, thoughts or mental images - comes from programming that is stored inside of you and that drive your response to specific words, place

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

, people, etc. It gets real interesting when you consider that your Personal Brand centers on you and the programming you have about yourself.

What words or images come to mind when you say your name? Say it aloud r

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

ght now and write down what comes to mind be it feelings, words, thoughts, etc. Now, take a look at what you’ve written and ask yourself, “is this the brand image I wish to project to the outside world?” If the answe

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

Combination pro

is “no” then keep reading.

Develop a New Program
If the sound of your name doesn’t conjure up positive feelings, thoughts and visual images then you’ll need to write a new program. And here’s why; if you d

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’t come up with powerful brand imagery when you hear the sound of your name, it’s likely that your target market won’t either. What you attract is based on what you communicate. If you don’t think you’re the cats me

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

w, it’s likely that you are projecting that to others who in turn agree with you, you’re NOT the cats meow.

Take a few moments and begin to write down a new program as it relates to you. It’s perfectly fine to d

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

scribe yourself as an incredibly fascinating and fabulous being – more than likely, you are! This way when you hear the sound of your name (isn’t your name one of the first things you tell someone you first meet OR pu

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

on your “hello my name is” tag at networking functions?), your new programming will kick- in and enable you to communicate your brand more confidently and accurately to your target audience.

Athletes use visualization

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

regularly as part of their training. Recently, I was overhearing a group of surfers interviewed and when asked, “what do you do to prepare,” a young surfer shared that he spent a lot of time visualizing his next wave.

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

Following aspects would a

Not only how he performed while riding the wave itself, but down to paddling towards the breaking point of the wave, the sounds around him, the beating of his heart, everything. No detail is left to chance but is ins

dd to the challenges in developing combination products:

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

ead visualized in its entirety. This is the technique that helped propel him to champion status.

As you write down your new program, visualize this persona (we’re still talking about you by the way) as though it were a

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

ready a part of your life. Visualize the way you look, your gait, and the smell of your hair. What are you wearing? How do you feel in this personas body and whom are you attracting? Consider as many details as pos

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

ible remembering that you will attract what you think and talk about.

What goes In must come Out
Writing down your new programming alone isn’t enough. You must commit to rehearsing your new program so that

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

t becomes the only program that is “switched on” when you hear the sound of your name.

What we focus on becomes a part of our mental vocabulary. If we focus on what is wrong with ourselves, or others, we will attract m

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

Professional from academic institutions, pharmaceutical industries, health care indust

re of that into our lives. This is known as the law of attraction. So if you are not saying, thinking and feeling positive things about yourself, your personal brand will feel the backlash because you will attract th

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

very thing you criticize.

If an image that comes up for you when you say your name is “I’m too fat,” then your brain focuses on the negative “I’m too fat” imagery and guess what, you will not be able to loose weight!

.

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

On the other hand, if you change your programming so that when you hear your name “I am fit and agile” comes to mind, you will attract and be attracted to activities that produce a fit and agile you.

Imagine the oppo

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

Companies that provide selfless information through particip

tunities you will attract when you visualize yourself in a way that draws to you exactly what you seek.

Now, take a deep breath, close your eyes and let the visualization begin!

© 2006 – Liz Pabon. All rights reserved

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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