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Trust is at an all-time low in America organizations. It's no wonder when you consider how little respect employees get from above. When I visit organizations, staff members tell me about p

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

roblems. More interestingly, they tell me their innovative ideas to fix the problems. "What a great idea," I say. "Have you shared your thoughts with your boss?"

Their response typically i

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

Examples of combination products may in

s: "Oh, he never listens to me." Or: "Yes, but she hasn't done anything about it; she never does." When that happens a few times, people stop sharing their ideas.

The most successful organ

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

izations make sure people listen...to employees, to customers, to outside opinion leaders, to critics. Listening builds trust and respect. Listening solves problems.

But listening

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 not easy You've had a lifetime of not listening well. And you are just like most of the rest of the world.

It is no wonder we aren't better listeners:

It is not taught

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

Combination pro

in school.

No one ever listened to us when we were kids, for the most part. We have no role models we can emulate.

The most typical responses we get when we are frustrated,

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

hurt or angry are non-acceptance. Others tell us we shouldn't feel that way because it really is not that important. (This response tells us our feelings have no validity to the other pers

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

n.) Here is one effective way to remember to be a good listener. Create an imaginary new tool for your communication toolbox. It is a piece of cloth about six-inches long and one-

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

inch wide. A zipper goes down the middle, but it doesn't open. On the back is an adhesive that allows you to stick it on other surfaces. Where do you think you should put it?

That's right.

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

Across your lips. I call this the ZIP-IT tool. This passive listening tip works wonders when you remember to use it. But to be even more effective when listening, occasionally feed back a

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

ery brief summary of what you heard - paraphrase. Or simply repeat the last word or two someone says. They will usually keep right on talking.

Avoid the temptation to change the subject or

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

Following aspects would a

take over the conversation. It is natural when talking with others to want to tell them what you are thinking. Most of us are much more interested in what we have to say than what someone

dd to the challenges in developing combination products:

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

else is saying. While listening, our brains are constantly thinking of images, sounds and feelings related to what we have heard. Our brains race along at about 4-5 times the speed of the w

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

ords we are hearing. It is hard to pay attention.

I have been very fortunate in life because I learned active listening beginning when my first child was a year old. That was 36 years ago

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

and I've worked many years to get better at it. I wanted to be a better father than mine. I wanted to build a relationship with my son, which I didn't enjoy with my dad. (I had to wait til

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

l I was grown before my dad and I learned to love each other and share our feelings.)

The magic of listening When I teach managers and leaders listening skills, magic star

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

Professional from academic institutions, pharmaceutical industries, health care indust

ts to happen.

An insurance company manager said he had had the longest conversation ever with his teen-age daughter. They talked for over an hour after she told him he wasn't liste

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

ing and he remembered his training. He was overjoyed and so was she.

A school superintendent told me that phones in principal's offices were ringing less often after his staff had b

.

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

egun to listen before jumping into problem solving.

Managers say problems between different parts of the organization get solved. People begin to understand the viewpoints and needs

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

Companies that provide selfless information through particip

of others.Make listening a daily goal until it becomes a habit. Teach others to do it. You will reap many benefits. And people will love you for it. You will begin to build trust

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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