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I’m sure you’ll find this interesting. While recently wrapping up a CEO search for a leading consumer catalog and web company, nearly all the candidates who made our client’s short list had the same per

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

sonality. Interesting, yes! But not peculiar.

The finalist candidates—four men and a woman—a talented mix of seasoned dm execs from across the country, were representing career backgrounds in a variet

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

Examples of combination products may in

of product categories and company size.

In fact, after 12 years of assessment testing hundreds of men and women—senior-level direct marketing candidates for positions as CEO, President—for leadership r

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

oles in Finance, Marketing, Merchandising, IT, Operations, I’ve noticed the same thing. Over 75% of these individuals have the same personality and temperament type. So for me, testing this most recent

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

group came as no surprise.

Why Can't We All Just Get Along?

The direct marketing executive personality type I’m referring to—and the one you may not be aware of—is shared by only 12% to 15% of t

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

Combination pro

he American population, according to the Myers-Briggs Type Indicator (MBTI). This is the standard-bearer of all personality assessments. In fact, it identifies sixteen distinctly different, universal pe

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

sonality types.

According to its publishers, Myers-Briggs is used by roughly nine out of 10 Fortune 100 companies and is administered to more than 2.5 million employees a year. The MBTI was developed 6

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

0 years ago based on the theories of psychoanalyst Carl Jung. It endures, because it does a great job of improving team relations by pointing out differences between how personality "types" perceive and

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

process information.

The Right Fit

A Harvard University study found that for every dismissal based on failure to perform, there are two dismissals due to personality and communication problems.

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

With the high costs of employee turnover, it's no surprise more and more direct marketing organizations are turning to personality and behavioral assessments to help evaluate job candidates, build teams

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

and resolve workplace conflicts.

Think about it. You’re already testing offers, testing copy, testing merchandise, and testing catalogs. So why not your people?

If your business is not doing so, you

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

Following aspects would a

ought to consider using testing (and there are numerous pre-hire assessment options to choose from) to fine-tune your hiring process and bring in top talent. It may help you get a handle on which candid

dd to the challenges in developing combination products:

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

tes are most likely to succeed—evaluating candidates before they are hired. And give you some kind of idea of what makes them tick.

This raises the question: Are certain people genetically bred to go i

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

nto direct marketing? Or does the very nature of the business effect personality and temperament? Take your pick. In my judgment, it’s a bit of both. "We want to learn more about candidates as indivi

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

uals," says Andy Katz, President & CEO of pet supplies direct marketer, PetEdge. "Once a candidate is hired, this same information helps us understand and maximize their talents specific to the role 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

y have," Katz adds. "And we continue to work on developing employees' self-awareness throughout their careers to help create an environment that ensures success."

You Can’t Study For It

In taki

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

Professional from academic institutions, pharmaceutical industries, health care indust

g a personality assessment, experts advise candidates to answer the questions truthfully, not the way they think the company wants them to respond. There is often a validity factor built in where many q

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

uestions are asked solely to determine whether the subject is answering truthfully and consistently.

Even if the candidate does fool the test, he or she will only wind up in a job or assignment that doe

.

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

n't fit or will make you—and those around you—miserable. According to Bonnie Bass, a vice president of a professional dynametric programs testing organization, "When people feel the need to act unnatura

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

Companies that provide selfless information through particip

lly, they waste energy, experience stress and become unhappy and less productive. People are at their best when they're doing work that draws on their natural strengths and allows them to be themselves.

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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