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Let's look at the detail of giving feedback. Whether you want to reinforce behaviour - Confirming feedback or change unacceptable behaviour - Productive feedback, there are certain steps you need to follow to make it work.

1. Do it ASAP - When you see or hear so

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

mething you do or don't like you need to say something right away. If it's Confirming feedback it's not much use saying something months later. - "I liked the way you handled that difficult customer a couple of months ago Dave." Dave is going to have a bit of a

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

Examples of combination products may in

problem remembering that situation and the effect of the feedback is totally wasted.

It also makes sense to give Dave Productive feedback as soon as you see or hear something you don't like. If you don't do it right away then Dave will assume that you didn't not

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

ice or that it doesn't matter or that you don't care.

2. Do it in private - This seems like the most obvious thing to say but I still see managers giving a member of their team some Productive feedback in front of other people be they colleagues or customers. O

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

course, it's usually more of a reprimand.

I think some managers believe that if they're seen and heard giving some feedback then it will have an effect on the other team members - you bet it will - it'll totally de- motivate them!

3. Check that it's okay to s

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

Combination pro

eak - Always check that it's okay to speak. If one of your team has just finished speaking to a customer on the phone, they might have some admin things to do before they forget. If you interrupt then you risk being responsible for a customer not getting someth

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

ing they were promised.

It's only good manners to check before speaking and your people will respect you for it.

4. Announce your intentions - If your people are not used to receiving regular feedback, what do you think runs through their mind when you pull up

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

chair or ring them on the phone - your right - they think it's bad news, that they've done something wrong or there's a problem.

It's important therefore to tell them up front what you want to speak about.

You might say - "Jill, I've just read your last report

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

and I'd like to give you some good news." You then go on to give them some Confirming feedback - and remember to make it descriptive.

5. Tell them how YOU feel about their behaviour - Your people work for the same organisation as you but it's you they have to

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

please. So make sure when you give feedback - it comes from you. That means not saying things like - "The company doesn't like their employees to speak to customers like that." Or - "It's not up to me but you'd better improve your performance or you'll be in tro

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

ble."

You need to use lots of "I" messages. Get personally involved, say things like - "I liked the way you told that customer that you would deal with their problem yourself." Or - "I'm unhappy with the way to told that customer that it wasn't your responsibil

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

Following aspects would a

ty." Or - "I believe there's another way to do that job."

6. Focus on one thing at a time - Don't confuse your team member with a whole list of behaviours. If it's Confirming feedback then you don't want to be saying - "I like the way you handle customers and y

dd to the challenges in developing combination products:

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

our reports are always done on time and it's great that you're achieving your target." You're only diluting the whole feedback and it loses its impact.

If you're giving Productive feedback then you don't want to confuse your team member with a whole catalogue o

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

behaviours that you're unhappy about. Sadly this seems to be the case with managers who don't give feedback on poor behaviour immediately. They allow things to go on and on and then they eventually explode. It's much better to deal with behaviour as and when i

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

happens.

7. Be specific - When you are giving one of your team some feedback and coaching them - it's so important to focus on job related behaviour and not on the personality of the individual.

If you feel a bit uncomfortable giving feedback, try to focus on

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

the person's behaviour on the job in terms of how they conducted a particular task. That's what you're giving feedback on, not them as a person.

It becomes easier if you're using "I" messages and being very descriptive about what you've seen or heard. You could

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

Professional from academic institutions, pharmaceutical industries, health care indust

say something like - "I liked the way you tided up the workshop after you finished that job - thank you Fred." You're trying to get the balance between being human but also businesslike.

8. Include the customer and the organisation - Whenever appropriate -rel

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

te what your feedback is about to how the customer was affected. This of course could be an internal or an external customer. You could also relate it to how the organisation was affected, if relevant

9. Get input - When giving Productive feedback, it's importa

.

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

nt to get the team members input. You might say - "I'm unhappy that this is the third time this month that your report has been late Joanne. However I'm willing to listen to what you have to say and discuss how we can resolve this situation."

10. Don't leave th

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

Companies that provide selfless information through particip

m low - This is particularly important after giving Productive feedback. As I said earlier, this isn't an attack on the person; it's about job related behaviour. A team member should come out of a Productive feedback session with their sense of self-worth intact

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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