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Even if you are smart and interesting and a snappy dresser, you may not be communicating effectively at work. Your business culture, priorities, processes, and physical environment, all

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

play a part in how well information is sent and received. A large part of improving your communication environment is improving your own ability to communicate on an interpersonal leve

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

Examples of combination products may in

l.

One of the paradoxes of the 21st Century is that we are able to communicate like never before — we have 24-hour news, e-mail, Internet chat, and cell phones everywhere. Still, the q

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

uality of our communication seems to be diminishing — we write fewer long letters, we rarely sit down to dinner with the family, we have fewer face-to-face encounters, and we take less

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

time to hold meaningful conversations. As the efficiency of our communication increases, it becomes less interpersonal.

It’s interesting that in 1990, only about half a million individ

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

Combination pro

uals in the US had a cell phone (that is less than one-quarter of one percent of the 1990 population). In 2000, 10 years later, there were about 100 million cell phone subscribers (abou

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

t 35% of the population) and new subscribers are added at the rate of 50,000 per day.

Still, in a world of perpetual sending and receiving of information, our contact with other people

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

has become routine and efficient like the drive-thru window at Burger King. We pass some impersonal words, get our value meal, and drive off. The process occurs with hardly a thought.

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

We’re on autopilot.

Actually, there is nothing wrong with this type of impersonal communication — which we seem to be doing more of — as long as we do not neglect the more meaningful i

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

nterpersonal communication that makes a real difference in our work and personal lives — which we seem to be doing less of.

Your communication exists on a continuum between impersonal

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

and interpersonal. You should move from one to the other based on your goal; is it more important for you to get the task done or strengthen the relationship with the person or people y

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

Following aspects would a

ou are communicating with?

For example, when you are driving through Burger King, your goal is to get your food and drive away. You don’t really care who is behind the window, and he o

dd to the challenges in developing combination products:

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

r she doesn’t really care who you are. Your focus is on the task, which is to send your request as clearly as you can so you get what you want.

What if you go to the same restaurant fo

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

r lunch every day and have the same waiter? Might you be more interested in building a relationship with the waiter? Sure. A stronger relationship might get you a better table at the re

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

staurant, faster service, better food, or just interesting conversation. The waiter might get a better tip, a good recommendation from you to other people, and more business.

Based 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

your goals at work, are your communications with employees more impersonal or interpersonal? For the most part, managers and leaders need to find a balance between impersonal and interp

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

Professional from academic institutions, pharmaceutical industries, health care indust

ersonal communication. Too impersonal and relationships suffer; too interpersonal and tasks suffer.

Despite our best intentions and skill at relating to others, interpersonal communica

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

tion is a complex process. Rarely are any of us completely at ease or satisfied with our encounters. We often feel misunderstood and frustrated by our inability to convey our messages c

.

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

learly.

The best way to improve as a communicator is to get out from behind the computer and the desk. Engage with people face-to-face, put yourself in varying social situations with d

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

Companies that provide selfless information through particip

iverse people, deal with differing opinions and ideas with respectful debate, and so on.

Don’t treat life like a drive-thru window. Sit down and chew the fat with people once in awhile

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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