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Digg It - Be Sure You Are Understood Before Acting and You Can Make Progress at 20 Times the Usual Rate
I heard this story told about film director Cecil B. DeMille. I have no way of knowing if it's true, but the story beautifully captures the communications stall.
Mr. DeMille spared no expense to part the Red Sea for his epic production of The Ten Commandments. Actors, engineers, horses, and assorted other animals were
Mr. DeMille spared no expense to part the Red Sea for his epic production of The Ten Commandments. Actors, engineers, horses, and assorted other animals were
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
everywhere. The dust, heat, and noise were ferocious. Finally, everyone was ready to go and DeMille called out, "Roll the cameras" and "Action." After he finished shooting the scene, DeMille called to a cameraman on a high cliff to check on how that part of the filming had gone. The cameraman reportedly yelled back, "
; 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
eady when you are, C.B.!"
If the story were true, DeMille should have checked to see if the camera was rolling before shouting "Action."
You should do the same. Check first to see if your message is received and correctly understood before going into action. Ask people what they heard and what they plan to do, and ke
If the story were true, DeMille should have checked to see if the camera was rolling before shouting "Action."
You should do the same. Check first to see if your message is received and correctly understood before going into action. Ask people what they heard and what they plan to do, and ke
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ep repeating the message in different ways to reinforce your point.
JUST THE FACTS, MA'AM
Seeing and Doing Make for Believing
In the 1980s a top U.S. producer of roofing materials decided to improve its operations. Since it was prohibitively expensive to ship such materials to the United States from Asia, the divisi
JUST THE FACTS, MA'AM
Seeing and Doing Make for Believing
In the 1980s a top U.S. producer of roofing materials decided to improve its operations. Since it was prohibitively expensive to ship such materials to the United States from Asia, the divisi
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
n president often visited noncompeting plants there to get ideas.
On one trip to Japan, the president discovered something unexpected. While using the same equipment that his company employed, the Japanese manufacturer was able to operate a production line with 8 employees rather than the 30 that the U.S. manufacturer
On one trip to Japan, the president discovered something unexpected. While using the same equipment that his company employed, the Japanese manufacturer was able to operate a production line with 8 employees rather than the 30 that the U.S. manufacturer
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
used. The president returned elated by the opportunity to reduce his costs. But when he told his manufacturing chief what he planned to do, the man said, "Baloney!"
So the president took the manufacturing chief to Japan. The man immediately grasped the point, turned to his boss and said, "You're right!" The two came b
So the president took the manufacturing chief to Japan. The man immediately grasped the point, turned to his boss and said, "You're right!" The two came b
ucts have become life saving products for the pharmaceutical companies who doesnt have many innovative molecules in their product pipeline and have been inc
ack and told the company's plant managers to make the change. The plant managers said, "No, no, you don't understand what you saw. What you describe is impossible."
Back to Japan again went the president and the manufacturing chief, along with the plant managers. Soon, the plant managers were floored. They said, "You
Back to Japan again went the president and the manufacturing chief, along with the plant managers. Soon, the plant managers were floored. They said, "You
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
now, you are right! But the guys at the plants won't believe it. Let's make a videotape to show the shift supervisors."
The documentary was made, and the shift supervisors watched it. "Nonsense," they said. "It cannot possibly be true. You missed something when you made the video."
The division president said, "We'll
The documentary was made, and the shift supervisors watched it. "Nonsense," they said. "It cannot possibly be true. You missed something when you made the video."
The division president said, "We'll
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
go to Japan one more time. But on this trip, I'm going to ask the Japanese to let us operate one of their factory lines for two weeks. We'll man the operating line jobs and see what happens." Back to Japan they went. The American executives and the supervisors worked on the line for two weeks. Then, and only then, was
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
the division president able to make the change to eight-person lines. In this case, seeing and doing created belief. No amount of talk could make the message credible.
No News Is Not Good News
Some managers are ingenious at conveying a message. Others make no attempt to pass on important ideas and information. While
No News Is Not Good News
Some managers are ingenious at conveying a message. Others make no attempt to pass on important ideas and information. While
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
mployees do not react well to poorly conveyed messages, they are usually angered by feeling that management doesn't care enough to even try. Lack of communication is viewed as disrespect.
Other executives try to take the high road and end up at a dead end. These jovial people are so eager to be liked that they try to
Other executives try to take the high road and end up at a dead end. These jovial people are so eager to be liked that they try to
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
uild relationships by avoiding conflict. Critical problems go unaddressed and organizational results suffer. Employees learn not to trust these glad-handers who put jobs at risk by keeping problems from being discussed.
STALL ERASERS
Overcoming Hostility and Establishing Relationships
Sometimes hostility and competi
STALL ERASERS
Overcoming Hostility and Establishing Relationships
Sometimes hostility and competi
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
tiveness induce a communications stall, such as during a negotiation involving people who don't know and trust each other. Changing the rules for working together can help. Focus first on getting acquainted, and everyone soon has a sense of what perspective each person brings to the situation. Each person then listens
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
ith respect, and progress follows. With a positive atmosphere for communications, organizations work better.
STALLBUSTERS
The most successful managers describe how they cannot communicate too much, too often, or in too many ways. Focus on ways to communicate easily, effectively, and efficiently, and you'll soon disco
STALLBUSTERS
The most successful managers describe how they cannot communicate too much, too often, or in too many ways. Focus on ways to communicate easily, effectively, and efficiently, and you'll soon disco
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
er 2,000 percent solutions bursting out all over.
Build on Success
Using sources such as employee surveys and individual feedback you have received, select a few examples where communications have worked better than usual. Then ask these questions:
Why were these particular communications more effective?
How ca
Build on Success
Using sources such as employee surveys and individual feedback you have received, select a few examples where communications have worked better than usual. Then ask these questions:
Why were these particular communications more effective?
How ca
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
n these lessons be applied to other communications?
How can the same results be achieved more easily and effectively?
What was missing from the problematic communications?
Focus on Effectiveness: Results Are Where the Rubber Meets the Road
Look more broadly for successful communication models by asking question
How can the same results be achieved more easily and effectively?
What was missing from the problematic communications?
Focus on Effectiveness: Results Are Where the Rubber Meets the Road
Look more broadly for successful communication models by asking question
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
such as the following:
Who is or was the most effective communicator you have ever heard?
Why was she or he effective?
What aspects of that effectiveness can you capture for your organization's communications?
Communications Tips
Here is a list of items to consider as key elements for effective communication
Who is or was the most effective communicator you have ever heard?
Why was she or he effective?
What aspects of that effectiveness can you capture for your organization's communications?
Communications Tips
Here is a list of items to consider as key elements for effective communication
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
:
Reduce the number of messages.
Simplify the messages.
Provide powerful experiences along with the messages (like the trip to Japan described in this essay).
Establish many more regular channels and patterns of communications.
Get more feedback on how well the message is being understood.
Increase th
Reduce the number of messages.
Simplify the messages.
Provide powerful experiences along with the messages (like the trip to Japan described in this essay).
Establish many more regular channels and patterns of communications.
Get more feedback on how well the message is being understood.
Increase th
.
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
e frequency of repeating communications.
Compress the frequency into shorter periods of time.
Vary the delivery by using different formats.
Add indications of the message's significance to underscore your point (yelling "Fire" in a crowded theater in the presence of fire and smoke will quickly empty the room).
Compress the frequency into shorter periods of time.
Vary the delivery by using different formats.
Add indications of the message's significance to underscore your point (yelling "Fire" in a crowded theater in the presence of fire and smoke will quickly empty the room).
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
Change the leaders' behavior so that their deeds match their words.
Adjust rewards and feedback to emphasize the message.
Have more people spread the message (ideally everyone in the organization spends some time communicating one-on-one - both talking and listening - to everyone else to reinforce the message)
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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