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Feedback is a gift – when done properly. The very word strikes fear into the hearts of millions of workers every day, because the only time they get feedback is whe

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

n it is rolled by a manager who wants to criticise – yet put a bit of positive spin on it.

Ever been there? I know I have and it sets off that internal groan, beca

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

Examples of combination products may in

use you know just what’s coming.

Feedback is a gift – remember that at the start of this piece? It can be a gift where used constructively, consistently and with g

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

oodwill. It is available to all of us, all the time, whether we are a manager or an employee with a manager. It is available two-way and when used that way is a val

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

uable tool for developing everyone in your organisation, department or team, however big you are, however small.

In fact personal self-feedback can be the ‘holy gr

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

Combination pro

ail’ of development, where we get to be thoroughly honest with ourselves about how we are doing (and accepting self-praise when it goes well).

Back to others – how

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

do we get feedback to work so that people really embrace it rather than run away from it?

Here are ten little tips to help you get the best from Feedback:-

1.

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

Be Consistent!

Be consistent and give regularly – be a model for others to observe and then do themselves.

2.Receive Feedback Yourself

By personally a

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

sking for and receiving feedback you will receive much more you can use positively than to your detriment.

3.Value the Potential

We get too little truth in

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

our lives as managers. People are nice to us face-to-face and then talk about us behind our backs. Feedback opens up the loop.

4.It’s About What, Not Who

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

eedback is about the behaviour, and not the individual. It’s saying that you do a great job and this time what happened in detail. What did you ‘do’, not who are yo

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

Following aspects would a

u.

5.Lose the Criticism

Always offer feedback and then, first ask them ‘What went well?’, and once you have given them time for that, ‘What might you try d

dd to the challenges in developing combination products:

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

ifferently next time?’ And after they’ve said their bit, do it for them yourself. They will appreciate recognising their own performance first.

6.Look to the Fu

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

ture

Growth opportunities present when they see the possibilities and usually, they see them for themselves first. Thus ownership of a new solution in the futu

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

re gives hope and excitement and evolution of performance.

7.Be Unconditionally Constructive

By avoiding negatives and ‘but’ you will engage rather than pu

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

t off. Your people will be with you rather than against.

8.Deliver Promptly

The best time is in the moment, at the time or as close to is as possible. If y

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

Professional from academic institutions, pharmaceutical industries, health care indust

ou give your feedback at the first opportunity, you will find it is much better received.

9.Open Your Questions

Ask discovery questions with ease - there i

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

s no falseness, nor discomfort. Indeed the use of this questioning skill binds the relationships they are so good at making. The 6 Wise Men do this best Who, What,

.

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

When, Where, How and Why.

10.Provide Support

Whatever the learning from this regular and consistent feedback you are using (two-way), there may be the need

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

Companies that provide selfless information through particip

for ongoing support and coaching – be sure to offer it.

Feedback a much underestimated and much maligned business opportunity, ready and waiting for you right now

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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