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On the morning after the Academy Awards, I awoke with a question on my mind: "What do movies do best?" Do they help us understand the challenges others face? Do they teach us a

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

bout other cultures and diverse backgrounds, or do they just make us feel good? While all of those answers are true, consider this: movies allow us to work out our own emotiona

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

Examples of combination products may in

issues through the actions of the characters on screen.

When CRASH won the Academy Award for Best Picture recently, I was thrilled. Why? Because the movie did what it was sup

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

osed to do. It made a whole lot of people "uncomfortable." For some, it evoked memories of their own discrimination experiences; for others, it calls to mind their own biased b

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

havior or that of someone close to them. But is that enough?

Of course it's not enough. Now, it's up to you and to me and to anyone, left with emotional questions to answer af

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

Combination pro

er seeing the film, to take action and expand their understanding. What do we do with unconscious fears and unspoken prejudices the movie uncovered? If we don't find them, unde

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

stand them and deal with them, we end up repeating behavior that creates cross-cultural misunderstandings (see more on cross-cultural communication at www.DrJoAnnPina.com ).

F

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

ar-based behavior comes out when we least suspect it as we experience racism, ageism, wealth-ism, homophob-ism or any number of "isms" and can't believe it's happening to us, i

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

side of us, around us, or worst case that it's actually perpetrated by us---even today.

Kenneth Turan, film critic for the LA Times, suggests that CRASH is a "feel-good movie

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

bout racism… a film that could make you believe that you had done your moral duty and examined your soul when in fact you were just getting your buttons pushed." He used this a

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

a reason that "liberal" Academy voters chose CRASH over BROKEBACK MOUNTAIN for the Best Picture Academy Award.

Both movies made people distinctly uncomfortable. My Diversity

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

Following aspects would a

artner, Dr. Jo Ann Pi?a, and I submit that CRASH pushed more buttons. More people identified with the discomfort of CRASH. We ask, "What's wrong with a little button pushing if

dd to the challenges in developing combination products:

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

it pushes people out of their comfort zones and into change?" Now the job to be done is to bridge the learning and understandings we garnered from CRASH and apply them to our l

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

ves and our businesses or the movie's mission has been wasted and we will prove Kenneth Turan's pessimistic view to be right. Button pushing can be manipulative or it can be he

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

ling; it's our choice.

What can you do now? Listen to the prejudiced voices in your own head-they create cultural blocks (see more on blocks at www.BlockedtoBlockbuster.com ).

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

Notice the way you interact with others. Who do you choose to be with? Are the people similar to you or different than you? If you sense discomfort when close to someone who yo

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

Professional from academic institutions, pharmaceutical industries, health care indust

perceive to be different from you, take just a few moments to imagine what it would be like to live that person's life. How does that feel?

Look below the surface of behavior

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

to identify the values and beliefs that drive particular behaviors. Do this for a few days then write down the thoughts and feelings that make you uncomfortable. Now try to de

.

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

ermine who influenced you to think and feel this way. Once you answer that question, you can make a choice to give that thinking back to its original source and change your own

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

Companies that provide selfless information through particip

thinking, feeling and behaving. This is an exercise you may use for the rest of your life-it will definitely keep you from CRASHING.

By Judith Parker Harris and Dr. Jo Ann Pi?

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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Are you concerned about customer loyalty? Are your customers so loyal that they will stick with you through hell and high water? And if not, you really need to question how you can create a customer relationship that’s so gluey, that you never go bluey in the face. Funnily you don’t have to go far. Reach for your Webster’s dictionary and you’ll discover a hidden secret to customer loyalty.

Drop shipping is a very simple way to make money using the Internet but there are a few things to watch out for. This article takes the reader through the issues to think about when sourcing drop shipping suppliers of products to sell on sites such as Ebay.

Coastal Vacations reps often make common mistakes working the Coastal Vacations business opportunity.

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