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Really listening to your employees shows them you value them and respect their opinions. Who knows, you might also learn from them.

You are at lunch with one of your co-workers, when he asks about the vacation you jus

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

t returned from in Colorado. You say “It was great! We started to feel like we were really on vacation when we saw the mountains.” You take a breath before continuing to tell him about your exciting trip. Ooooops, too l

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

Examples of combination products may in

ng. He jumps in.

“We went to Texas, you know the home of longhorn steers and President Bush” he says. “Six Flags was probably the most fun we’ve ever had. Billy rode every roller coaster…” and on he goes. Rather than

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

really listening to you, he couldn’t wait to jump in and tell you about his adventure. In fact, by asking you about your vacation, he was probably just creating a way to talk about his vacation.

The fact of the matter

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

s that interruptions—intentional or not—are rude; they signal to the speaker that the listener is not listening or engaged. Casual chats about vacations are one thing, but when this happens in any business, it can be a

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

Combination pro

problem. Think of this bad habit as “listening with your answer running.”

Take Time to Listen

Employee: “Hey boss, Got a minute? I’ve got some great ideas on how to improve our customer service. I promise I’ll be brie

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

.”

Manager: “I’m glad I ran into you. I was planning to stop by your office to find out what happened to the parts we ordered from Taft.”

Employee: “I’ve got Peggy working on it. We should know soon. Here are my ideas

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

”

Manager: “Wait a minute. Why did you ask Peggy? I asked you to do it. It’s too important to delegate.”

Employee: “Okay, I’ll go work on it right now.”

An excited and engaged employee just got de-motivated and becam

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

a less engaged employee. The manager didn’t acknowledge his ideas for improving customer service in any way. Instead, she talked about what was on her mind, virtually dismissing his excitement.

The messages sent by th

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

e manager:

• My agenda is more important than yours.

• I didn't listen to you when you stopped me.

• You didn’t do what I wanted you to do.

The messages heard by the employee:

• I’m not important.

• My ideas

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

ren’t valued.

• Management talks about delegation, but they don’t believe in it.

Was there a better way for the manager to handle this situation so that both she and the employee could get their needs met? Certainly.

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

Following aspects would a

She could have acknowledged the employee’s request and asked him to bring it up at another time. The employee would have felt that his manager had listened and wouldn’t have minded moving from his agenda to hers.

Keys

dd to the challenges in developing combination products:

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

o Listening

• Be intentional. To really listen, without your answer, idea, opinion or bias running, is hard. It means you need to be open-minded. Put what you think aside for the time being. Make a small sign that sa

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

ys “LISTEN” and tape it to your computer or bathroom mirror to remind you.

• Avoid distractions. For example, if you have a tendency to get distracted when others are talking, sit or stand where your view is restricte

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

.

• Set time boundaries. Provide a reasonable time limit for your meetings, and stick to it.

• Avoid multi-tasking. Don’t take phone calls, read or work on your computer unless necessary for the meeting. These acti

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

ns are rude and shout “you are not important.” If the work is urgent, ask if you can reschedule after you’ve completed it.

• Clarify. Repeat what you believe the main message was. This creates an opportunity to make c

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

Professional from academic institutions, pharmaceutical industries, health care indust

rtain everyone is on the same page.

• Respond as appropriate. There are generally two main actions from a discussion or meeting: schedule a next action or simply thank the person for the information.

Learn to Listen

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

Studies show that more than 70 percent of workers feel they are mismanaged. Often, this is related to poor people skills, including poor listening skills on the part of managers. Listening is one of the best tools a ma

.

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

ager has to coach and motivate employees. Listen to your employees’ ideas, problems, training needs, ambitions and even personal issues. You don’t always have to act. Sometimes just listening is enough.

The good news i

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

Companies that provide selfless information through particip

that all businesses can provide its management with listening skills training. Effective listening, like any business skill, takes practice. The benefits to your business, however, can be profound and highly profitable

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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In an era of market saturation, you simply can't grow by doing the same thing as your competitor. The successful brands are creating new product categories, assuming a leadership position in those new categories, and then promoting the category not their brand.

What Is SBA? With a portfolio of more than $45 billion, the Small Business Administration, or SBA, is the main source of getting funds for businesses through direct grants and loan guarantees.

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