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This basic management principle will go a long way toward helping managers raise the productivity of their organizations. Yet, in their haste to get the job done,

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

many managers forget this principle and focus more on punishment than reward.

Back in my corporate life, my company hired a management trainer to come into our o

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

Examples of combination products may in

rganization to help us fine-tune our management skills. I’ll never forget one of the techniques he used to teach us this principle.

First, he sent one of the sem

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

inar attendees out of the room. Then he asked one of us to hide a playing card. If I remember correctly, the card was hidden inside one of the books on the shelf

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

in the meeting room. The attendee was then called back into the room and asked to find the playing card.

Of course, he had no idea where to look, so one of us w

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

Combination pro

as given a small bell to ring when his movements took him in the direction of where the card was hidden. If he turned the wrong way, the bell was silent.

It was

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

amazing. In just a couple of minutes he was standing in front of the bookshelf. In another minute, he had the correct book in his hands and flipped through it un

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

til he found the playing card. Grand total: Maybe three minutes.

Then the seminar leader tried the opposite approach. He sent another attendee out of the room

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

and another playing card was hidden. Only this time when the attendee returned to the room, he received a stinging slap on the upper arm with a rolled up newspape

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

r each time he made the wrong move; that is, when he moved in the wrong direction.

Instead of continuing to use a trial and error approach like the first attendee

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

used to successfully find the playing card, this attendee froze to avoid both the discomfort of the newspaper and the humiliation he felt in front of his peers. H

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

Following aspects would a

e simply stood still. He quit trying.

Lesson learned: Employees learn faster and more comfortably when managers use rewards versus punishment to achieve desired

dd to the challenges in developing combination products:

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

behavior. The sound of the bell ringing rewarded positive behavior and the sting of the newspaper punished negative behavior.

Another example is when an employee

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

violates a company rule. It’s important to take immediate action. If other employees observe that you have allowed one of their fellow employees to violate the

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

rule -- and you take no corrective action -- that is the same as rewarding negative behavior. You are sending the message that being a few minutes late is okay.

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

Every organization must have minimum conditions of employment and enforce those minimums.

I worked with a manager on a consulting assignment recently who complain

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

Professional from academic institutions, pharmaceutical industries, health care indust

ed to me that he had been unable to get one of his employees to meet deadlines. Yet he had taken no action. In fact, he had never even sat the employee down and

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

dealt with the unacceptable behavior. When I interviewed the woman, she had told me that her relationship with her manager was excellent. As it turned out, she h

.

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 actually received a raise just a few months earlier and her review was totally positive.

If managers want different results, they must reward the behaviors the

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

Companies that provide selfless information through particip

y wish to see more of. Most employees want to please their supervisor. Most employees want to do good work. Managers generally get the behavior that they reward

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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Why is there a business cycle? Someone once noted that people could tolerate any condition except the possibility of one. This one condition is prolong periods of prosperity. Incredible as it seems, this observation contains more than just a kernel of truth, and helps to explain where we are in our current business cycle and how to capitalize on its movements.

The differences between men and women are part of what makes our world so wonderful. Consider how boring life would be if we all communicated in the same way. The differences between communication styles of men and women are many and each has their own strengths. The key to communication success is to maximize those strengths and for each gender to learn from the other.

What is a ‘third’ place? Consumers spend time at home, their first place; at work, their second place and then often have a favourite third place.

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