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You probably know this already, but there are generally held to be four main personality types, which I call: Extrovert, Amiable, Analytical and Pragmatic .

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

Let's take a moment to consider each of them in the workplace.

Extrovert: someone who probably has a messy desk; who leaves projects 75% completed then gets distracted by n

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

Examples of combination products may in

w, 'more exciting' projects; someone who communicates their ideas with enthusiasm and charm; makes instant decisions; hates 'paperwork' and the 'dull routines' of life, such as filling in order forms, checking bank statements, etc.; i

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

usually 'fashionably late' to meetings, events and parties (and they love entertaining clients!); always has interesting screen savers.

Amiable: someone who is the 'peacemaker' in the office; is alway

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

striving for a 'win-win' in everything in life; someone who probably isn't terribly ambitious and striving, but is very happy to support and encourage others who are; someone who cannot say "No" very easily and so are probably on eve

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

Combination pro

y committee going (whether they actually want to be or not); is more likely to make a decision on the spot if only to stop you 'hassling' them, otherwise will take weeks to make a decision (if at all, as they prefer others to make the

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

decision for them); like to know what others are doing (in case they themselves are doing something inappropriate or foolish).

Analytical: 'GadgetMan' - has multiple PDAs in case one fails; has several

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

computers for the same reason; adores punctuality; when they tell you they recently bought something they won't round the number up but will tell you to the exact dollar and cent how much they paid; loves playing with spreadsheets, ch

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

rts and projections; will never make a decision on the spot; will buy a car based on fuel economy, servicing costs, resell value, depreciation and other factors, never 'because it's a lovely shade of blue'.

Pra

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

matic: a 'take charge' person; their view is the way things will probably get done; they listen to others' points of view out of courtesy or intellectual curiousity, but will still do things 'my way' ; doesn't take business r

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

jection personally; not interested in how 'exciting' a project might be, only interested in how much money it will cost/make and how soon it can be implemented/built; very often the Pragmatic likes the colour ' Red '; doesn't have any

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

Following aspects would a

photos of family or friends on their desk (too unprofessional); has a neat, organised desk.

Now, sales trainers have for years been pushing the line that we 'buy with emotion, and justify that p

dd to the challenges in developing combination products:

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

rchase with logic'. But having seen a few Analyticals in my years I don't actually believe that to be the case. An accountant friend of mine in England never purchased anything because of emotion - he always poured ov

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

r spec sheets from various manufacturers, weighed up the costs involved, considered his options. And because he was also part-Amiable he then let his wife make the final decision, based on his input.

Which raises an impo

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

tant point. No one is ever a 'pure' type. We are all a mix of the four personality types to some degree or other. Yet we also have a strong preference for one particular type.

I'm an Extrovert with a leaning towards the

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

nalytical. I couldn't begin to count the number of my own marketing projects that I have half-completed here in my office; each one almost ready to roll but just in line behind the latest 'more exciting' idea I've just had. Yet I also

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

Professional from academic institutions, pharmaceutical industries, health care indust

love getting deep into Dreamweaver and working out how to tweak my website pages for greater speed, better search engine optimisation, tidy up loose bits of code, and so on.

But that's beside the point...

T

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

e real purpose of this page is to let you know that your business communications - whether they are email, web page, pdf brochure or even initial word of mouth introduction - need to appeals to the different needs of

.

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

the four personality types.

How do you do that?

By making sure that your communication has a reasonably equal amount of the following:

* Facts and figures to appeal to the Analytical and Pragm

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

Companies that provide selfless information through particip

tic

* Enthusiasm and excitement to appeal to the Extrovert

* Testimonials to appeal to the Amiable

Get that right and you have a greater chance of getting your message across.

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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Digg It - Communicate To The Four Main Personality Types

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