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What exactly are we trying to accomplish by proving to others that we’re right? We might win the argument

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

but ultimately lose the relationship. Perhaps a better, deeper-rooted question is this: Why do we lose s

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

Examples of combination products may in

ght of success, of our big objective, when we feel challenged or intimidated?

When I prepare to negotiat

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, provide a service or turn my employees’ talent into performance, I know deep down that if I make peopl

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

feel valuable they will see my input as having value. But in that moment when they are just hands-down,

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

Combination pro

cross-the-board dead wrong, I sometimes can’t stop myself from letting them know how incredibly wrong 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

y are. When that happens, my ability to influence them vaporizes on the spot, and I’m left dealing with t

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

e response I created by making them wrong.

I think this is the most consistently counterproductive thing

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

we do in business and, I suspect, in our personal lives too. It may be the foundation of communication b

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

eakdown. Maybe this behavior is so prevalent because it’s part of human nature. Could we be natural born

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

erks? (Jerkdom – nature or nurture?) If so, how do we overcome the urge to prove our point at the expense

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

Following aspects would a

of our business or relationship?

Wynn Solutions studied thousands of top communicators and saw a common

dd to the challenges in developing combination products:

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

behavior among them: the practice of not making people wrong. We decided to find out how they did it.

We

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

discovered that these top communicators lowered their expectations of other people’s behavior before mee

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

ing with them face to face. It seemed to reduce the tendency to overreact in the heat of the moment. Also

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

they walked in the door with an agenda of not making the other person wrong and of looking for areas whe

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

Professional from academic institutions, pharmaceutical industries, health care indust

re the other person’s knowledge was strong. So when that moment came – when other people made their limit

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

d knowledge obvious – top communicators were not so ready to pounce.

This approach may sound a bit conde

.

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

scending to some, but it sure beats dealing with communication issues you create for yourself by having t

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

Companies that provide selfless information through particip

prove you’re the smartest person in the room. It allows you to be right without making others feel wrong

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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Business life is full of sports metaphors. But the upcoming tournament provides us with more than just great analogies. There are lessons demonstrated each of the 40 minutes that every game is played.

Ask yourself the following questions to glean some insight into what might be keeping you from generating the clients (and the cash) you desire!

Are you a car club organization and trying to get more people to join? Usually car clubs grow due to word-of-mouth and yet you need your first group of people in the car clubs so they can tell their friends. One of the best ways to get a car club going is to send out direct-mail marketing packages within a thirty-mile radius to all the zip codes near where the club meets.

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Digg It - Neogtiation: How to be Right Without Making Other People Wrong

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