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In workplace teams, individual IQs might average 140, yet the collective IQ might be closer to 85. So said neuroscientist and clinical psychologist Richard Ross when commenting about unpr

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

oductive conflict at work. It doesn't have to be that way.

One key is managing---even encouraging---healthy conflict. Successful organizations rely, in part, on the kind

; 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 effective decisions that come from voices able to ask the difficult questions, raise the unnameable issues, and work together productively to sort out solutions that will endure. Whe

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

n handled well, disagreements result in more careful thought about the complex problems that organizations face.

Conflict avoidance is the nemesis of highly effective decision making. Ma

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

be you've chosen to be quiet about something that’s bothering you, in the name of being polite, and so you gripe about it behind closed doors or at home. In meetings, you ask if anyone o

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

Combination pro

bjects to a particular plan and assume or hope that the ensuing silence means agreement; then you find out later that there is unhappiness about or resistance to the decision. Perhaps yo

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

u've felt attacked personally in a disagreement and so decide not to put yourself in the line of fire again. You decide to let a small problem pass and hope it doesn’t lead to a bigger p

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

oblem later. In the name of job security, you avoid disagreeing with those above you in the hierarchy.

There are ways to encourage constructive conflict in an organization and still avo

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

id or minimize the things you and others fear most about conflict---escalation, destructiveness, and time wasting.

Acknowledge and reward people who have the courage to disagree

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

constructively. Acknowledgement can run the gamut from the informal “thank you for raising that---let’s talk through it some more” to formal inclusion in performance appraisal o

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

organizational reward systems.

Teach managers how to embrace healthy conflict. The way those in leadership respond to conflict will influence the degree to which emplo

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

Following aspects would a

yees are willing to engage in healthy debate and voice differences of opinion. Teach managers to view disagreement as healthy and welcome instead of a challenge to their authority, and t

dd to the challenges in developing combination products:

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

each them the basic skills of good conflict management and negotiation in teams. Make sure managers are not sending the message, even inadvertently, that anyone who disagrees will be “in

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

trouble,” or get grilled, ignored or avoided.

Teach people how to disagree constructively. Most of us had formal learning in the three Rs (reading, writing, ‘rithmetic

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

but none in the fourth R, relationship. Teach employees how to raise concerns, debate productively and problem-solve effectively.

Establish group or organizational norms around

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

healthy conflict engagement. Most groups or teams have norms, even if they’ve never been explicitly named---people learn, through osmosis, what’s ok and what’s not. If conflic

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

Professional from academic institutions, pharmaceutical industries, health care indust

t engagement is a new norm you’d like to embrace for your team, the group will benefit from explicit discussion about what it means and what it looks and sounds like.

Slow down p

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

oblem solving, decision making and conflict resolution processes. In today’s fast-moving organizations, people are acculturated to “get conflict over and done with” and make dec

.

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

isions quickly and "efficiently." The activities described above take time to become part of organizational fabric and they take work time to engage. Compared to the time it takes to re-

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

Companies that provide selfless information through particip

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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Occasionally things do go sour. When it happens to you, fix the problem fast. Make it your speed, generosity and concern that gets remembered. Not the trouble, or the tofu.

This article will explain the true key brand attributes which will determine the sales of your product in the market, how to manage these 4 vital KBA's, and how to increase your sales substantially!

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