Digg It - Business

A series of articles exploring the seven critical areas that can indicate a partnership is in trouble.

Conflict Becoming the Norm – Part 2

In a previous article, I wrote ab

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

out how unresolved conflict can create havoc in your business and can often end in a failed partnership. Today, I share with you a story about a pair of clients I recently wo

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

Examples of combination products may in

ked with.

Sue and Vicki were partners in a service organization that thrived on new membership and putting on events. Sue and Vicki had been coaching with me for over a year

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

and had learned well how to keep things running smoothly running between them. Now they were stuck on an issue that they weren't able to resolve on their own. They knew enou

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

h not to escalate it before their next coaching session.

Vicki had decided that one of Sue's responsibilities had more appeal and status than some of her own. Sue enjoyed th

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

Combination pro

e task and was loathe to relinquish it. In our session when Vicki pressed, and because they had developed deep caring for each other, Sue was ready to say a reluctant yes.

B

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

fore allowing that to be the unsatisfying resolution, I asked Sue to explain what the task meant to her. She said that everything she did prior to that task was build up towa

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

rds it and that completing the task was closure to a job well done.

Vicki had never looked at it that way. To her it appeared as an isolated task. It was a revelation and sh

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

had a different understanding, backing off of her request.

Sue looked relieved.

However, I wanted Vicki to feel satisfied as well, so I asked if any part of her responsibi

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

lities gave her that same feeling of fulfillment. She pondered for a few minutes and was able to affirm that a lot of what she did was that meaningful to her and she preferre

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

to continue doing what she was doing.

What happened here? Conflict was averted early even before it became a festering resentment.

And Sue and Vicki got a bonus -- they ea

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

Following aspects would a

h achieved an appreciation and understanding not only of the other partner but of themselves and the work they did. Their self knowledge increased and their partnership bond

dd to the challenges in developing combination products:

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

deepened even more.

Here is an example of another conflict with a different resolution. The Home and Garden TV Show "Designing for the Sexes" is a brilliant example of resol

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

ing conflicts for a win-win with very little compromise. A designer goes in when a couple has two opposing views on how they want one of their rooms to look.

A recent episod

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

e was about a husband who did the cooking and wanted his kitchen to look like a restaurant, industrial and stainless steel throughout. His wife wanted a traditional old world

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

look. You couldn't be farther apart than that.

I always appreciate how the couples (probably coached) never argue for their point of view, but always in a reasonable matter

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

Professional from academic institutions, pharmaceutical industries, health care indust

of fact voice state what they want or what they like or don't about a suggested item.

The outcome is always a beautiful room with very little compromise. What I have observe

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

is the designer is able to incorporate each person's wants within other options that they hadn't even thought about.

In this episode, sleek wood panels on the cabinets and

.

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

refrigerator, stainless steel appliances, granite counter with tiles used as accents created a look that thrilled and pleased both people.

Lesson to be learned: your way is

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

Companies that provide selfless information through particip

ot the only way. If you open your mind and keep your emotions in check you could discover many other and perhaps even more pleasing ideas than the one you think you must have

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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