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I find that my attention span is getting shorter and shorter, and I have coined a description for this condition: hair-trigge

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

r multitasker. I start a task, and if it is taking too long to complete, I move on to something else. It means that I find it

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

Examples of combination products may in

difficult to spend long periods of time working on particular projects. And it also offers a convenient excuse why it took 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.

until today to write this column: I just couldn’t find the time to complete it earlier in the week.

I am in good company: E

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

ven Rupert Murdock says he rarely finishes the longer WSJ stories.

The hair-trigger part of this means we have become more i

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

Combination pro

mpatient. What about slow-to-load Web sites? Outta here. Long-winded emails? Hit the delete key. Some of us have bought a sec

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

nd screen for our PCs just so we can have lots of windows open to keep us amused.

I find that the way I interact with my com

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

puter is also changing: I used to be able to read long Web pages and articles online. No longer. I watch shorter online video

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

s too: five minutes is almost the outer edge for me. I guess this is one reason why Sony (and I would assume others will join

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

them) are now repackaging five-minute episodes of Charlie’s Angels and TJ Hooker. While some of you might say that there neve

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

r was more than five minutes’ worth of content in these episodes, it goes to show that online, life is short. Cut to the chas

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

Following aspects would a

e (literally for both programs mentioned), get in, get out.

I find that my own video viewing habits are going bi-modal: the

dd to the challenges in developing combination products:

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

hort Web videos that you can find on You Tube et al. The longer feature-length films I still watch in my living room. Not muc

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

h in-between.

I haven’t analyzed how my writing style has changed over the years (now, that would be a project for some unde

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

rgrad to take on) but I would be willing to bet that my sentences and paragraphs are getting shorter, too.

Back when I toile

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

in the IT fields at Transamerica Insurance, we had to do Flesch-Kincaid Readability tests on our documents, to make sure the

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

Professional from academic institutions, pharmaceutical industries, health care indust

y are readable. There is a tool to do this analysis online of course (not sure of its accuracy).

Does this spell the end of

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

deep content diving? I don’t think so. But it does show that as we design new Web sites, we need to make more of our content

.

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

ore digestible. More componentized. Summaries up at the top of the page. Sentences shorter.

It is harder to write these nugg

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

Companies that provide selfless information through particip

ets too. It was Blaise Pascal who said: “I made this letter very long, because I did not have the leisure to make it shorter.

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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