Digg It - Business

Most creativity consultants will focus on “mind bending” or “creativity aptitude” or some such angle during their consultancy. However

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

, this approach is rarely the most effective one.

The most useful tool consultants can give clients is a structured and tangible appr

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

Examples of combination products may in

oach to enhanced creativity. This involves understanding creativity and innovation and doing away with some of the misconceptions.

Th

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

e first rule is to define creativity and innovation. One useful definition is that creativity is problem identification and idea gener

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

ation whilst innovation is idea selection, development and commercialisation. This allows clients to first focus on identifying proble

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

Combination pro

ms – ask five people what the problem is and you will hear six different answers. It is not unusual that problem identification sessio

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

ns alone continue for a few hours.

Each problem is the root of its own idea generating session. Again, tangibility is the key. Defini

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

ng creativity as the number of ideas generated, the diversity and novelty of ideas, allows us to benchmark and improve on performance.

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

There are an infinite number of techniques for generating more ideas and more novel and diverse ideas.

The above is simply the tip o

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

f the pyramid. Structure is also applied on many more levels:

Creating an organisational structure that allows the rapid generation o

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

ideas but also their movement to decision makers. Here, there is much in common with Knowledge Management – it has to be transferred

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

Following aspects would a

to where it is most useful.

Creating an organisational culture that fosters idea generation.

Creating an organisation teamed with mo

dd to the challenges in developing combination products:

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

tivated people. Intrinsically motivated people are much more likely to engage with a problem and come up with richer results. There ar

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

e multiple levels of motivation (task feasibility, distance to ideal self, competency expansion, recognition and reward and so on).

T

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

eam structures. There is a huge difference between the productivity of various size teams. Large teams are inherently inefficient (pol

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

itics, stunted information flows, status deference, social loafing, low idea elicitation and so on).

There is so much more…

You c

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

Professional from academic institutions, pharmaceutical industries, health care indust

an read more about this topic, purchase the MBA dissertation, DIY audit, Power Point presentation, Good Idea Generator software and mo

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

re from http://www.managing-creativity.com/

The author is available for training, speaking and workshops in the london area.
.

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
b>

You can also receive a regular, free newsletter by entering your email address at this site.

Kal Bishop, MBA

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

Companies that provide selfless information through particip
***************

You are free to reproduce this article as long as no changes are made and the author's name and site URL are retained

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

Tags

Links

Digg It - Creativity Management - Structured Creativity for Consultants

Related Articles: