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"To have respect for ourselves guides our morals; and to have a deference for others governs our manners." Lawrence Sterne, Irish novelist & satirist (1713 - 1768)

Etiquette, or good manners, is an important part of our day to day lives. Whether we realise it or not we are always subco

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

nsciously adhering to rules of etiquette. Much of the time these are unwritten; for example giving up your seat to a lady or elderly person, queuing for a bus in an orderly fashion according to who arrived first or simply saying “please” or “thank you”. All are examples of etiquette; 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

mplex unwritten rules that reflect a culture’s values.

Etiquette accomplishes many tasks. However, the one noteworthy function that etiquette does perform is that it shows respect and deference to another. By doing so it maintains good interpersonal relationships. Ultimately, it could

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

be argued, etiquette is about making sure that when people mix together there are rules of interaction in place that ensure their communication, transaction or whatever it may be goes smoothly.

We all now how we or others feel when a lack of etiquette is shown. If someone jumps the que

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

ue, does not thank you for holding the door open for them or forgets to shake your hand, we naturally feel disrespected and perturbed.

International Business Etiquette

Keeping the above points in mind, now consider the complexities of working on the international stage. Modern busines

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

Combination pro

s is global and demands people travel to foreign countries and mix with foreign clients, colleagues or customers. Each one of those cultures will also have their own etiquette rules, many of them unwritten. When two or more different cultures mix, it is easy for small etiquette mistakes

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

to be made that could have negative consequences. Just as you may have felt annoyed when a foreign businessman did not shake your hands upon greeting you, imagine how your Chinese client must have felt when you wrote on his business card or your Indian colleague reacted when you flatl

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

y rejected an offer of a meal. Sometimes, not understanding the etiquette of another culture means you show a lack of manners and as Lawrence Sterne said, a lack of deference. This can and does lead to soured relationships, lost deals and in the end poor business results. Anyone working

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

on the international stage needs to understand international business etiquette.

International business etiquette manifests in many shapes and sizes. Throughout the world people from different cultures have varying etiquette rules around areas such as personal space, communication, gi

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

ft giving, food, business meetings and much more. For those wanting to make a good impression and understanding of international business etiquette is crucial. By way of introducing some of the key areas within international business etiquette we shall look at the following common areas

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

..

Business Card Etiquette:

When you exchange business cards (even if you exchange them) do you simply pass it over and forget about it? In many countries the business card has certain etiquette rules. For example in the Arab world you would never give or receive a business card with

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

Following aspects would a

your left hand. In China and Japan you should try and use both hands to give and receive. In addition it is always good etiquette to examine the card and make a positive comment on it. Whereas in the UK it may be OK to sling the business card into a pocket, in many countries you should

dd to the challenges in developing combination products:

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

always treat it with much more respect such as storing it in a business card holder.

The Etiquette of Personal Space:

How close do you stand to people? Is it impolite to touch somebody? What about gender differences? In the Middle East you may get very touchy-feely with the men, yet o

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

ne should never touch a woman. A slap on the back may be OK in Mexico but in China it is a serious no-no. Touch someone on the head in Thailand or Indonesia and you would have caused great insult. Without an appreciation of international business etiquette, these things would never be k

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

nown.

The Etiquette of Gift Giving:

Many countries such as China and Japan have many etiquette rules surrounding the exchange of business gifts. International business etiquette allows you an insight into what to buy, how to give a gift, how to receive, whether to open in front of the

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

giver and what gifts not to buy. Great examples of gifts to avoid are anything alcoholic in Muslim countries, anything with four of anything in Japan and clocks in China.

The Etiquette of Communication:

Some cultures like to talk loudly (US and Germany), some softly (India and China)

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

Professional from academic institutions, pharmaceutical industries, health care indust

; some speak directly (Holland and Denmark) others indirectly (UK and Japan); some tolerate interrupting others while speaking (Brazil) others not (Canada); some are very blunt (Greece) and some very flowery (Middle East). All will believe the way they are communicating is fine, but whe

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

n transferred into an international context this no longer applies. Without the right international business etiquette it is easy to offend.

By way of conclusion we can state that etiquette helps maintain good relations with people. When dealing with people from a shared culture, every

.

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

one knows the rules and there is not much to think about. Those that lack etiquette are branded as uncouth and rude. However, this is not the same when working on the international stage. Someone may very well come across as being rude through a lack of etiquette but this may be because

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

Companies that provide selfless information through particip

in their culture that behaviour is normal. As a result international business etiquette is a key skill for those wanting to be successful when working abroad. Through a great appreciation and understanding of others’ cultures you build stronger and longer lasting business relationships

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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