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Digg It - Storytelling For High Concept And High Touch
After hearing Daniel Pink speak about his new book A Whole New Mind: Moving from the Information Age to the Conceptual Age for the fourth time, I finally read it cover to cover (less than a day). I finally got what he
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
's talking about when he says jobs that are high touch are here to stay. That is, jobs that builds relationships between business and client whether it's B2B or B2C. To that end, he advocates that we incorporate more
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
torytelling into our relationships, that we make a point with a story, not just facts which everyone knows they need but still find boring. The reason is that stories are easier to remember. He goes on to list some of
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
our contemporary characteristics distinguishing stories from facts:
Facts illuminate..........Stories amuse
Facts reveal..............Stories divert
Facts are for real........Stories are for cover
With the easy ac
Facts illuminate..........Stories amuse
Facts reveal..............Stories divert
Facts are for real........Stories are for cover
With the easy ac
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ess to facts however, facts have become ubiquitous, available at the speed of light because of the internet and search engines like Google. So each fact becomes less valuable. What becomes more valuable is the ability
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
to place these facts in context and deliver them with emotional impact. Stories exist where high concept and high touch intersect. This need is spawning the nascent movement called organizational storytelling at World
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
Bank, NASA, even Xerox. It is even being used in branding advertisement on TV.
And as Mark Turner says in his book The Literary Mind, "Most of our experience, our knowledge and our thinking are organized as stories".
And as Mark Turner says in his book The Literary Mind, "Most of our experience, our knowledge and our thinking are organized as stories".
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
Why am I telling you? Here's Daniel Pink's answer: "Story is having another important impact on business. Like design, it is becoming a key way for individuals and entrepreneurs to distinguish their goods and service
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
in a crowded marketplace."
So I wanted to share with you a story I heard last week. I like this story for three reasons: 1. it's a story out of Wal-Mart's success. 2. we can each apply it as a mini-self-assessment.
So I wanted to share with you a story I heard last week. I like this story for three reasons: 1. it's a story out of Wal-Mart's success. 2. we can each apply it as a mini-self-assessment.
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
. it's inspirational. I hope you like it too.
At Wal-Mart, in the beginning, everyone would start as a bagger, bagging the customer's purchases. Employees were monitored on a number of criteria. They were assessed on
At Wal-Mart, in the beginning, everyone would start as a bagger, bagging the customer's purchases. Employees were monitored on a number of criteria. They were assessed on
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
their attitude toward the job, attitude toward the customers, when they arrived for work, when the left, their enthusiasm for the job, contribution to the company and the company mission, etc. Sam Walton came up with
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
a system for ranking all baggers. You were a 1 bagger, a 2 bagger or a 3 bagger.
The way Wal-Mart stores are designed; being a bagger is a key entry level job. The job of a bagger is to bag purchases for customers on
The way Wal-Mart stores are designed; being a bagger is a key entry level job. The job of a bagger is to bag purchases for customers on
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
two registers. A bagger is supposed to be able to keep up with two lines. However, there are some baggers who can only keep up with one register line, some who handle two lines and some who can handle three or maybe m
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
re lines.
One Baggers arrive at work on time, do the job to the best of their ability and leave on time, no matter what. They can only handle one register line. They don't see what needs to be done beyond their assig
One Baggers arrive at work on time, do the job to the best of their ability and leave on time, no matter what. They can only handle one register line. They don't see what needs to be done beyond their assig
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ed tasks and don't concern themselves with anything else.
Two Baggers are very similar. They arrive on time, leave on time, and do the job of bagging for two register lines very competently. While on the job, they do
Two Baggers are very similar. They arrive on time, leave on time, and do the job of bagging for two register lines very competently. While on the job, they do
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
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
what needs to be done very thoroughly. In time, they can rise into supervisory and middle management roles.
Now Three Baggers are a whole different animal - hard to tame, harder to contain.
Three Baggers come in ear
Now Three Baggers are a whole different animal - hard to tame, harder to contain.
Three Baggers come in ear
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
y, leave late, look for extra work that needs to be done, put the job first even at quitting time. They make sure that all the lines have baggers and will stay late until the replacement shows up. They pitch in, in a
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
inch or a crisis, without being asked. They love their job and the company. They are your cheerleaders, your enthusiasts. These stars are going someplace. Don't hold them back. If you can, use those star qualities to
.
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
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
dvance your business.
After reading those three job descriptions: are you a One-bagger, a Two-bagger or a Three-bagger? And working for you, do you have One-baggers, Two- baggers or Three-baggers? And who do you want
After reading those three job descriptions: are you a One-bagger, a Two-bagger or a Three-bagger? And working for you, do you have One-baggers, Two- baggers or Three-baggers? And who do you want
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
in those positions?
Now isn't it easier to remember the distinctions between these skill sets/character sets from a story than antiquated job descriptions? Try using stories and metaphors to make your point this week
Now isn't it easier to remember the distinctions between these skill sets/character sets from a story than antiquated job descriptions? Try using stories and metaphors to make your point this week
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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