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Body language has been on display since caveman days. But people in business constantly ov

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

erlook the tell-tale signals they send to reporters. When a journalist arrives at your of

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

Examples of combination products may in

ice for an interview, they will be sizing you up from the moment you meet. Are you happy

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

to see them? Are you relaxed? Have you offered them tea or coffee? Be open and enthusia

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

tic. Resist the temptation to stand in the corner with your arms defensively crossed. Fo

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

Combination pro

the reporter, this is like an open invitation to be hostile!

A much better option is to

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

project warmth and sincerity. Greet the reporter with a smile, a firm handshake and stead

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

eye contact. Show genuine interest in the reporter and their work. If they warm to you,

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

you'll be less likely to face negative questions.

Once the interview is underway be aware

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

that the reporter will interpret certain body language isigns. These include:

crossed ar

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

s: defensive

eye rubbing: doubt, disbelief

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

Following aspects would a

>

hand to cheek: evaluation, thinking

ear pulling:

dd to the challenges in developing combination products:

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

indecision

open palm: sincerity, honesty

tilted

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

head: interest

seated legs apart: relaxed, open

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

pinching nose bridge: negative evaluation

locked ankles: ap

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

rehension

patting hair: insecurity

tapping fingers:

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

Professional from academic institutions, pharmaceutical industries, health care indust

impatience

During television interviews, be sure to look at the reporter not at

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

he camera. This is the most commonly asked question during media training workshops. Als

.

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

o, try to be expressive and open with your hands. Lean forward in the seat to project ent

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

Companies that provide selfless information through particip

usiasm. And most of all, be positive - smile regularly to convey confidence and sincerity

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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