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Lack of communication is a major cause of conflict. In feature films, no communication equals conflict and conflict means a possible

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

Academy Award. In business, no communication equals conflict and this means a possibility of no profit and no business.

The great fi

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

Examples of combination products may in

mmaker Stanley Kubrick constantly used communications as his element of conflict in his feature films. The Shining (a man goes

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

mad in a closed-up hotel cut off from the outside world), 2001 A Space Odyssey (a moon base has been out of phone communicati

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

n for ten days), Full-metal Jacket (during the Tet Offensive in Vietnam a military patrol is unable to communicate with headqu

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

Combination pro

arters), and Dr. Strangelove or: How I Stopped Worrying and Learned to Love the Bomb (U.S. bombers are sent within the Soviet

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

nion and out of communication) are all examples of communication problems leading to conflict and box office popularity.

With commun

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

ication and conflict, the problem is: someone knows something, but is unable or unwilling to tell someone else and problems arise. Th

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

s happens between characters in novels or feature films, between members of an organization, between husbands and wives, and almost e

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

very day between management and employees under their supervision.

One of my favorite business communication training videos is call

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

d Best of Motives: Informing and Involving. The aim of the presentation is to ensure managers inform and involve their teams i

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

Following aspects would a

n order to improve motivation and productivity.

“Research shows that the two most common complaints in organizations wor

dd to the challenges in developing combination products:

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

dwide are 'nobody ever tells us' and 'nobody ever asks us'. The Best Of Motives consists of two videos which tackle each of th

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

ese issues.”
– Ad copy for The Best of Motives Communication Training Video

The video uses humor to illustra

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

e the problems that surface when communication doesn’t happen.

Everyone always has a reason for not communicating. “You’re not seein

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

g the bigger picture” and “We operate on a need to know basis” are popular excuses from management for not communicating. They are no

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

Professional from academic institutions, pharmaceutical industries, health care indust

good excuses. “I didn’t want to bother you” and “I thought we could handle it” are popular excuses from employees on all fronts for

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

not communicating. Again, they are not good excuses. Communication needs to flow equally between management and employees – both up a

.

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

d down the ladder as well as between employees and between management.

Forget about winning an Oscar. Leave conflict to feature film

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

Companies that provide selfless information through particip

s. We need communication to survive. Communication is like oxygen. Without it we suffocate. Communication breathes life into business

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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