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Jim Cathcart developed and characterized “Relationship Selling” as a system to describe and teach the paramount importance of the interpersonal relationship in business and

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

the conduct of business around the world. Mr. Cathcart has transformed the business world by instilling the values of simple human kindness and contact back into the condu

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

Examples of combination products may in

ct of the business day. Too bad Mr. Cathcart doesn’t teach disaster preparedness.

When I look at my market today, I am as amazed as Jim Cathcart was decades ago when he lo

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

oked at his market and I draw the same conclusion, what is needed are relationships. I know that those in healthcare value relationships with customers, but what relationsh

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

ips are developed with vendors, employees, nurses, doctors and competitors. Are these relationships nurtured in the good times?

Everyone in Disaster Planning, Preparation,

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

Combination pro

Education, Response and Recovery should be true disciples of Jim Cathcart and Relationship Selling. The lessons taught in that simple system will build the type of healthc

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

are system resilience that American desperately needs.

But there is more to nurture than just business relationships; as healthcare prepares in an “All Hazards” manner, Re

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

ationship Leadership is needed.

What is Relationship Leadership?

Relationship Leadership is the use of interpersonal skills beginning long before a disaster looms to crea

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

te an environment of mutual trust and respect to influence others to work towards common organizational goals. This means permanently abandoning healthcare’s current depend

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

ence on the power and control (demand and threat) method of leadership.

Nurses would be the first to benefit from this process change. Rather than threatening nurses with

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

loss of licensure or disciplinary sanction if they must leave at the end of a shift in a disaster, imbue undying loyalty by showing undying loyalty in the “good times.”

Nu

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

Following aspects would a

rses would not be the only ones to benefit however. After Hurricane Francis, Cape Canaveral hospital needed a new roof. Many of their employees also needed new roofs after

dd to the challenges in developing combination products:

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

2 hurricanes. When the hospital hired a roofing contractor, the hospital included “front of the line” roof replacement for all hospital employees who needed it. 95% of the

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

hospital employees lived within 1 mile of the coast so the hospital went a step further. The hospital added that the “front of the line” status for hospital employees would

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

be perpetual.

The roofing contractor was thrilled by the long term hospital contract and the “guaranteed work” that the “front of the line” clause represented. The hospita

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

l employees loved it because it showed that the hospital genuinely cared about the employee’s safety and the safety of their families. Interestingly, the hospital saw a sur

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

Professional from academic institutions, pharmaceutical industries, health care indust

ge in new employee applications and a drop in attrition. The cost to the hospital was nothing more than the effort to demonstrate Relationship Leadership.

Relationship Lea

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

dership requires that those in positions of “power” surrender power to the relationship and leave their ego permanently at home. Relationship Leadership is a unifying proce

.

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

ss between two equals who care for and about each other and the organization. Relationship Leadership is based on mutual respect, freedom and trust and seeks the happiness

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

Companies that provide selfless information through particip

and wellbeing of each other and the organization as a common goal.

Relationship Leadership is a great challenge, but for those who implement it, the benefits are limitless

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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