Digg It - Business

A major role of senior management is to motivate people to reach certain goals. To do that, th

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

ey must engage their emotions, and the key to their hearts is story. There are two major ways

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

Examples of combination products may in

o persuade people.

The first is by using conventional rhetoric, which is what most executives

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

are trained in. It’s an intellectual process, and in the business world it usually consists of

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

a PowerPoint slide presentation in which you say, "Here is our company’s biggest challenge, an

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

Combination pro

here is what we need to do to get ahead." And you build your case by giving statistics, facts

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

and quotes. But there are two major problems with this approach.

First, the people you’re ta

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

king to have their own set of rules, statistics, and life experiences. While you’re trying to

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

ersuade them, they are arguing with you in their heads. Second, if you do succeed in persuadin

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

them, you’ve done so only on an intellectual basis. That’s not good enough, because people ar

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

not inspired to act by reason alone.

The other way to persuade people – and ultimately a muc

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

Following aspects would a

h more powerful way – is by uniting an idea with an emotion. The best way to do that is by tel

dd to the challenges in developing combination products:

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

ing a compelling story. In a story, you not only weave a lot of information into the telling b

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

t you also arouse your listener’s emotions and energy. Persuading with a story is hard. Any in

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

elligent person can sit down and make lists.

It takes rationality but little creativity to de

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

ign an argument using conventional rhetoric. But it demands vivid insight and storytelling ski

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

Professional from academic institutions, pharmaceutical industries, health care indust

ll to present an idea that packs enough emotional power to be memorable. If you can harness im

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

gination and the principles of a well-told story, then you get people rising to their feet ami

.

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

thunderous applause instead of yawning and ignoring you.

A well crafted story will often be

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

Companies that provide selfless information through particip

old and re-told many times. How many times does the leader's powerpoint presentation get shown

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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One universal and noteworthy characteristic of human beings is to seek accolades for their accomplishments. From childhood to maturity we are captivated by the lust for recognition in some form or the other especially for remarkable

A variety of software tools have come into existence for the management of knowledge. These tools generally provide features such as intranet, logged chat, search, FAQ lists, personalization, database maintenance and so on. All these supposedly help the process of knowledge sharing within an organization. The development of technology has resulted in facilities such as the Internet, search engines, group support systems, portals, data warehouses and the use of artificial intelligence techniques. This is very useful in managing large databases of knowledge and providing access to them from anywhere in the world. It is in this regard that software tools provide valuable assistance to knowledge management systems.

People leave their jobs because they are not happy. Who is it makes them unhappy and what can they do change?

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