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The next time the phrase “here’s what you should do” begins a path across your lips, you’d be wise to remember this quote from Gilbert K. Chesterto

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

n: “I owe my success to having listened respectfully to the very best advice, and then going away and doing the exact opposite.”

Although u

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

Examples of combination products may in

ually given with the best intentions, advice always reflects the needs, experiences, and now science tells us, the thought process, of the giver. M

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

ore often than not, the needs of giver and receiver don’t match, creating frustration all around. Instead, some well-chosen questions, directed alo

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

g the lines of finding a solution, can inspire creative insights that the logical analysis of a problem can’t.

Sound simplistic? Socratic-like que

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

Combination pro

tioning has long been used to help people think outside the box. Now, new research into brain functioning is validating the efficacy of guiding peo

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

ple to find their own solutions. Scientists have discovered that every person’s brain processes information in a unique way, so the connections tha

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

yours makes to solve a problem will be completely different from those of another person wrestling with the same dilemma.(1) In addition, when the

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

mind is focused on reaching a desired outcome, the brain connects data in a brand new way, which creates “aha!” moments.(2)

One practical way to a

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

pply these principles is to ask people open-ended questions (ones that can’t be answered with a “yes” or a “no”) instead of explaining how you woul

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

address an issue. Notice the difference between saying, “You should categorize your emails and respond to them only at 9:00am and 3:00pm,” and ask

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

Following aspects would a

ng questions like, “Where do you need help prioritizing? What needs to change so that you can get projects done on time?” While the chance

dd to the challenges in developing combination products:

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

of someone adopting the email schedule is slim, the open-ended queries focuses the person’s thinking on finding solutions that make sense to him or

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

her.

Of course, there are times when suggestions are needed and appropriate, and open-ended questions can be useful in these cases as well. While

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

oaching an overwhelmed entrepreneur, for instance, I posed queries like, “What tasks can you delegate? How valuable would it be to make a list o

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

f priorities for the week?” It’s a sure bet that if I had said, “You should delegate more and write down your priorities,” the reply would have

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

Professional from academic institutions, pharmaceutical industries, health care indust

been all of the reasons those ideas wouldn’t work!

Whether you are running your own business or managing a business unit, department, or work team

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

try using open-ended questions to get your colleagues and staff members “thinking different.” If someone comes to you in a quandary, ask how you c

.

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

an help them think the matter through instead of jumping in with a fix. People are much more likely to follow through on their own ideas, and you m

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

Companies that provide selfless information through particip

y be amazed at the results you get from using this one simple technique.

1, 2: Quiet Leadership, © 2006 by David Rock, HarperCollins Publishers, N

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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Why be your own boss? I came to the conclusion that it's the freedom that counts.

You can instantly increase your sales conversion rate by digging deep enough to find your prospects pleasure or pain. Now, we are not going to debate which of these sells better, pleasure or pain. Personally, I believe that it depends upon the prospect or even the circumstances. But with the right questions, you'll know what motivates your particular prospect and use it to help them buy.

Do you have a strategic plan of who does what by when? If not, read a short story that may possibly change your mind on how your competition may use your lack of planning to his or her advantage.

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