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There is no such thing as a worthless conversation provided you know what to listen for and questions are the breath of life for a conversation. -- James N

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

athan Miller

The shortest distance between two communication points is shared meaning – why are we communicating at all? To listen means to receive the informa

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

Examples of combination products may in

tion unfiltered and respond appropriately to the message. The goal of the listener is to get the message. Listen for the intent. Listen for the action. What does the per

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

son really want you to know, do or think as a result of the dialogue?

To reach the goal an effective listener must:

Attend – Make a conscious decision to l

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

isten. Make eye contact and give full attention to the speaker. Concentrate on the message and block out all distractions.

Engage – Demonstrate interest and encou

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

Combination pro

age the speaker through verbal and non-verbal cueing. Show an openness toward the speaker and prompt by nodding or saying things like “please continue…” or “go on…”.

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

>Suspend – Exercise patience and suspend judgment about what is being said. Don’t try to evaluate whether the speaker is saying the right thing or saying it the right wa

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. Hear the message as it is being delivered and ask for clarification if necessary without accusing, blaming or demanding.

Learn – Be open to ideas, views and op

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

inions that may differ from your own. Every conversation is a learning opportunity if you use it gain insight and perspective about the speaker rather than using the speaker’

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

s words to create a platform for your own thoughts.

Connect – Check in with the speaker. It allows for building collaboratively toward the message learning along

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

the way. Find the connections to the speaker’s ideas, their intents and most importantly the actions that they want in return. Use questions for clarification to build toward

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

Following aspects would a

the message.

To build connection the listener should ask about the speaker’s GOAL:

What are we trying to accomplish?
How much time do we have (you ne

dd to the challenges in developing combination products:

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

ed) for discussion?

How quickly do you need a response?

Can you give me a headline?

Is there a particular theme that I should listen for?

Ask questions f

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

or clarification of the speaker’s INTENT:

Do you need me simply to listen?
Would you like my opinion?
Are you asking for assistance?
Do you need my

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

agreement?

Ask for clarification of terms or WORDS:

When you say report do you mean a formal document or a status update?
You mentioned campaign…is 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

the marketing or the giving campaign?

When you said best solution…are you speaking in terms of price or quality?

When you say Friday do you mean this Friday or next

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

Professional from academic institutions, pharmaceutical industries, health care indust

Friday?

Summarize the speaker’s MESSAGE?

If I understand you correctly…
You’ve outlined our next steps for the project…
What I heard you say was

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

…

To recap the conversation…

Confirm understanding of speaker’s need for ACTION or RESPONSE?

How would like for me to proceed?
What would like for

.

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

me to do with the information?

What would you like (do you need) me to do or not do?

My role then would be to…

As you listen with purpose and ask linking rath

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

Companies that provide selfless information through particip

er than leading questions, the answers you receive will signal how close you are to the heart of the speaker’s message and what the speaker wants and needs from you in return

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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Marketing of financial products has to be carefully planned and executed in order to avoid mistakes that can be costly and hard to recover from. With heavy competition, financial institutions have to be aware of the current market trends and must keep informing their clients about their latest service or products to make sure that their clients use them.

Take it from me, don't wait until your pulling your hair out (literally) before you get some help. Take the time now to organize your thoughts and your business in order to incorporate other people into your vision; especially if you want to grow. Read this article to learn when and how to implent new team members.

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