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Actual - Strategic Communications - Don't Just Listen, Listen & Hear!
Almost every day we encounter an ad, a slogan, or some other communication that admonishes us to List
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
en! Entire ad campaigns have been built around a theme that tells the world that they listen to thei
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
r customers. And I agree that listening is a very powerful way to connect with another person. That
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
being said, I firmly believe that listening is only part of the power. The real power comes when we
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
LISTEN & HEAR!
Can you think of instances where you were talking with someone and they emphatically
Can you think of instances where you were talking with someone and they emphatically
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
told you and assured you that they were listening? Then later you discovered tat they may have liste
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
ned, but they certainly did not hear what you said. This happens every day in our business and perso
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
al lives. Can you think of some failure in business that resulted from someone just listening, but n
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ot hearing what is said? Listening is an essential skill when relating to others and it is critical
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
to realize that hearing the words and truly understanding and accepting the other person’s message, s
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
tuation and feelings are also required to HEAR what is being said.
We fail to HEAR whenever: we “al
We fail to HEAR whenever: we “al
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ready know” what we are going to hear; we seek confirmation, instead of information; we do not focus
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
and give full attention to whomever is speaking; we allow prejudices, closed-minded opinions, fears o
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
f being wrong get in our way of understanding the message; we judge the speaker while the person is s
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
eaking; and we rehearse our response while the other person is speaking.
Effective listening and hea
Effective listening and hea
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
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
ring are strategic competencies and will provide many benefits for you and your business. Some of th
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ose benefits include:
1. earned respect, rapport & trust
2. increased productivity.
1. earned respect, rapport & trust
2. increased productivity.
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
3. more effective problem solving
4. increased confidence
5. improved levels of accurac
4. increased confidence
5. improved levels of accurac
.
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
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
y.
6. innovative solutions
7. improved morale
8. improved internal & external commu
6. innovative solutions
7. improved morale
8. improved internal & external commu
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
nications
9. more influential leadership
10. improved customer attraction & retention
9. more influential leadership
10. improved customer attraction & retention
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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