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How can we think about language as we use it in business so that we can use it more effectively?

First, let's consider the purpose of our language acts in business. Without

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

attempting to make an exhaustive list, we might notice that we use language to:

-- make an offer (advertise, market, invite).

-- negotiate and affirm agreements (form allia

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

Examples of combination products may in

nces, close sales).

-- make requests (asking for sales, support, partnerships).

It is easy to see that we could not be in business for even one day without making offers, r

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

equests, and promises. In fact, this is one of the problems of being in business: We use language so often and so unconsciously that we do not notice whether or not we are be

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

ing skillful. Indeed, until a problem shows up we may not even realize that skill is possible and needed. Notice, then, that the problems you encounter in your business (or c

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

Combination pro

areer, or marriage, etc.) are often signals that are inviting you to enter into a more skillful conversation.

This notion of problems as invitations to greater skill is good

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

news so long as we have a way to respond to the invitation. We need to notice enough of the structure of language that we can learn as we speak and listen, just as a golfer

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

might watch a pro's swing so that s/he can copy it during her/his own game.

These are the distinctions that I've found most helpful. Every request, offer, or promise in busi

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

ness or out must have all of these elements in order to be complete. What's more, each of these elements needs to be aligned with your purpose and must be expressed in a way

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 connects your reality to the reality of the people with whom you communicate.

-- Speaker, the one who makes the request, offer, or promise. 
 -- Listener, the one

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

to whom the request, offer, or promise is made. -- Future action, what is being offered, requested, or promised. -- Time, when the future action will take place and/or be

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

Following aspects would a

complete. -- Conditions of satisfaction. -- Presupposition of competence. Speaker and listener are presupposed to be able to follow through. -- Sincerity. Speaker and

dd to the challenges in developing combination products:

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

listener are presupposed to be sincere. -- Background of shared obviousness. Speaker and listener share enough mutual unspoken context that they will interpret requests, of

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

fers, promises in the same way. -- Something missing. The request, offer, or promise addresses a concern, a need, or a possibility that is not currently taken care of.

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

>

At first blush, some of these distinctions may seem obvious, even trivial. Yet how often do we make offers in business without really knowing who is listening, hoping 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

someone will pick up our offer and respond without taking care to make sure that they can hear or that we are speaking in the language of the ones who are likely to hear?

H

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

Professional from academic institutions, pharmaceutical industries, health care indust

ow often do we fail even to be speakers? "My work speaks for itself," asserts the artist, unable to see that for most listeners a different kind of speaker must deliver the m

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

essage. "I want to build my business through word-of-mouth," declares the coach or therapist, unaware that there must be a speaker delivering the message for word-of-mouth to

.

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

begin.

You are invited to review the distinctions above. Make a study of one or two that seem to you so obvious as to be marginalized in your awareness. Write the names of

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

Companies that provide selfless information through particip

these "trivial" distinctions on your calendar or carry them in your wallet. See if you can notice where they might be important or missing your own speech and that of others.

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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Put an end to boring, sleepy elevator speeches. Instead tell a story about your success and think of your elevator speech as an exercise in copywriting. Networking will become effortless and effective.

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