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After crossing a river, get as far away from its bank as possible and move on. When an invading force of the enemy is crossing a river, never engage it in the midst of

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

the river itself. Rather, let half of its force cross the river first, then attack it so that you can gain the advantage. If you are eager to attack an invading enemy, n

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

Examples of combination products may in

ever engage him at the point where he plans to cross a river. For a commanding view and to ensure better chances of survival against the enemy, occupy high grounds. Never

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

move upstream to engage an enemy. These are the principles for deploying troops in marine battles. - Chapter Nine, Sun Zi Art of War

Above are the principle

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

s when engaging enemies in marine battles. Let us look at how these principles can be applied to business.

Business Application

After crossing a river, get a

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

Combination pro

far away from its bank as possible and move on.

The reason why we need to get as far away from the bank after we cross the river is because we do not want to trap

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

ourselves between the body of water and enemy’s troops. If we do, we cannot move forward or backward.

In business, before you venture into overseas market, detailed plan

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

ing is required, especially in the area of marketing. You have to quickly establish a ‘beachhead’ in the targeted market and try to capture as much market share as possib

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

le (analogous to getting away from the bank). If you are not able to capture enough, you might be forced out of business by competitors easily.

When an invading forc

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

of the enemy is crossing a river, never engage it in the midst of the river itself. Rather, let half of its force cross the river first, then attack it so that you can g

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

ain the advantage. If you are eager to attack an invading enemy, never engage him at the point where he plans to cross a river.

The reason why we engage the enemy wh

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

Following aspects would a

en half of its force is crossing the river is because firstly, he would not be able to attack you with his full strength.

Applying the principles above in business, if y

dd to the challenges in developing combination products:

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

u are not able to come up with the necessary capital to set up the infrastructures for a new market that is not tapped by competitors, it would be appropriate to wait and

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

see. If there are other competitors who are building or have built certain infrastructure, tap them and try to use it for your own assault on the new market. Do not sign

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

l to them that you also want to attack the market.(attack him before he cross the river) This would result in the both of you in a wait and see battle.

Never move up

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

stream to engage an enemy.

Why should we not engage an enemy in the upstream? As we know, water flows from high places to low places. If your enemy has conquered the

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

Professional from academic institutions, pharmaceutical industries, health care indust

higher grounds, it is advocated by Sun Zi, that you do not engage it. (Please see Sun Zi Art Of War - Three Business Lessons From Deployment Of Troops In Mountainous Regi

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

on) Because firstly, you are not able to catch him unaware and secondly, the enemy has the help from the terrain to create momentum.

In business, as mentioned before, do

.

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

not go head on with a rival that has the benefit of the trends that are developing in the environment. You must know which enemy to choose to fight taking into considerat

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

Companies that provide selfless information through particip

ion the market, industry, resources and competitive advantage.

So above are the three lessons we can learn from Sun Zi’s principles of deploying troops in marine battles

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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