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In the old days of networking (and unfortunately, believe it or not, still in most Australian networking organisations) people were taught networking practices t

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

hat were appalling rude. It’s no wonder that networking is so hated, particularly in Australia, that organisations like BNI have to force their members to atten

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

Examples of combination products may in

meetings by threatening to “open their category” if they are absent too often.

And yet networking, done properly, is possibly the number 1 most effective marke

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

ting or business building activity one could engage in. So why hasn’t it been done properly? What are the mistakes that people are making that has turned netwo

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

king into such an unpleasant, unfulfilling and plain awful experience?

Do These Look Familiar?

*** Stuffing your card in someone’s hand the moment you

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

Combination pro

meet.

*** When a complete stranger says “and what do you do?” you respond with a 15-second elevator pitch.

*** “Working the room”.

*** Trying to “make an

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

mpression”.

*** Seeking opportunities to capitalise on potential relationships, including looking for sales opportunities amongst fellow members and/or guests.

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

*** Thinking it was all a waste of time if you didn’t make an appointment for a sales presentation.

*** The following day, sending marketing material to eve

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

yone you met.

So What’s Wrong With These Behaviours?

Every single one of these behaviours has in common the fact that they are self interested and rude.

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 ugly, and the only people who’ll be attracted to someone who behaves like this is similarly self-interested and rude people! Competent and experienced pe

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

ple, people with wide circles of influence, avoid those who demonstrate these behaviours like the plague, for the simple reason that they don’t want their friend

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

Following aspects would a

, colleagues or clients exposed to it!

What’s the Alternative?

The far better, more effective, more enjoyable alternative turns out to be very simple.

dd to the challenges in developing combination products:

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

Just remember that networking is about finding business soulmates. You absolutely should not be looking for business at your networking group’s meetings. You’r

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

looking for business people with whom you have things in common, with whom you can build solid, authentic relationships.

You won’t form those relationships at

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

the meetings themselves. Those meetings are opportunities for members to introduce guests to each other, to grow the membership, to perhaps take tentative step

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

toward building relationships, and to consolidate great existing relationships within the context of the community. The real relationship building takes place

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

Professional from academic institutions, pharmaceutical industries, health care indust

in the one-to-one more casual meetings in between: the coffees, drinks, lunches, dinners, or sports matches that give people opportunity to get to know each oth

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

r at a much deeper level.

It is out of these relationships that advocacies, alliances, mentorship, and pipelines of red hot referrals flow. Those things are th

.

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

e natural product of a relationship build on solid foundations. And you can’t fake it! If you try to fake it you will smell!

I have a golden rule of effective

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

Companies that provide selfless information through particip

networking that I hope is shared by many others. Very simply it’s this: “If it’d be rude around the dining table at home, then it’s rude when you’re networking

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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There is always an annual review and usually the feedback is not very pleasant no matter who you are. The efficiency and accuracy of the reports are doubtful and debatable. Often employees feel that their employers know very little about the staff and their responsibilities.

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