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    I used to work for the Independent National Newspaper in Canary Wharf, London. I can remember in the build up to Christmas, my department was having a large & expensive new computer system installed because the newspaper was being relaunched, it was when Andrew Marr and Rosie Boycott were becoming joint editors, I digress…. The system was being put in just before Christmas, but it was a massive task, with numerous issues & overruns. As Christmas approached, there were still a number of teething problems, which led to stretched relations between the syste
    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
    m supplier & the newspaper staff.

    At one meeting about the integration of the system, my director had been trying to get more time investment from the installation company, only to be told that their people weren’t going to be available on Christmas day. My director was frustrated and furious, asking “What are you doing that’s more important than sorting out our system!?” Without hesitating, the guy from the installation company said “Delivering Christmas hampers to the elderly.” The impact was immediate; everyone in the room started laughing & my dire
    ; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

    Examples of combination products may in
    ctor joined them, realising that he’d perhaps been a bit unreasonable. Everyone knew that the story about the elderly wasn’t true, but that didn’t matter – the statement had changed his perception of the situation, instantly, & he started behaving more reasonably.

    Changing the contextual frame:

    There was an advertisement for the Guardian newspaper, which showed a set of still photographs arranged in a particular action sequence. The photographs showed a large framed man with very little hair on his head, wearing jeans and boots, running along a pathway
    lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

    with a real purpose.

    In the first frame he is running towards an elderly lady; in the second frame, you see him knock her violently into the street; in the third frame you see him make his escape, obviously and seemingly this is another thug terrorising the elderly.

    Then, when you turn the page, you are presented with some wider angle shots. In the wide-angle shots, you see the elderly lady casually walking beside a building that has building works being carried out upon it and where a cement mixer is about to topple from a scaffold. An alert pedestri
    here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
    an notices the situation and heroically runs towards the lady, pushing her clear of the building area. A moment later, the cement mixer falls to the ground in the spot where the lady was standing. The initially perceived ‘thug’ has in fact saved her life.

    By changing the frame, the creators of the advertisement had changed the context of the man’s actions. Suddenly, what was perceived as typically criminal then became valiant and altruistic. His actions were transformed in a moment as they were reframed. I am sure you know of many other examples of thi
    d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

    Combination pro
    s.

    One of the presuppositions of NLP and something that fascinates and tests me, is that every behaviour is useful or valuable in some context. Upon learning and reading about this in the embryonic days of my learning, I did do my best to do the opposite! I wracked my brains for things that I just could not reframe. Of course, I could not do so for long. It’s just a matter of stretching your brain and finding a context that makes it useful; I have not always found this easy. This process is referred to as context reframing.

    Every behaviour is useful in
    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
    the right context:

    Now here is a challenge for you. For any behaviour, no matter how frustrating or apparently without use or value, see if you can find a context where it’s useful. Once you find such a context, a subsequent act of presenting the behaviour in the new context is reframing it. If it was originally a behaviour that was treated very seriously or was problematic, you may then also want to think about adding humour or a playfulness in the way it is re-presented;

    Firstly, identify a complaint, either about yourself or someone else, a simple st
    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
    ructured to begin with, for example; “I’m too [x].” or “She’s too [y].” (Eg. “I’m too impatient”, “He’s too selfish.”, “She’s too messy.”)

    Next up, ask yourself “In what contexts would the characteristic being complained about have value and/or usefulness?”

    Thirdly, create several answers to this question, and then craft it into a ‘reframe’.

    For example:

    “I’m too impatient”

    Example answer: “I bet you’re quick-thinking in an emergency.”

    “She’s too messy”

    Example answer “She’d be good to have around if we were trying to make our home look like it had
    nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
    been burgled.” (I don’t like to be too serious!)

    “He’s too selfish”

    Example answer: “We’ve had so many problems with people not taking care of themselves, it’s often good to make sure you look after yourself to be in a better position to help others .”

    Now, I know these are a bit lame with some of my own tongue in cheek-iness added, but they don’t have to be that useful at this stage; it’s more important that you give yourself the freedom to be creative so your brain gets the pattern of what you’re doing. What’s more, when you have to do that and devel
    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
    op better reframes for yourself, your learning is far more comprehensive than if I were to spoon feed you responses to regurgitate.

    The next step is to come up with reframes for any complaints that you (or others) have about yourself. This can be a lot of fun if you do it with someone else. (ie. you say “I’m too [x]” then they generate reframes.)

    By the way, the example of “I’m too sexy” as in the 90s Pop Band “Right Said Fred” chart topping hit is not really appropriate ;-)

    When reframing something someone says, rapport is important (otherwise refram
    ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
    ng can seem like a very focused & deliberate attempt to annoy someone.) If you present someone with a reframe, ensure that you have a good level of rapport with them, best start with friends and/or family (assuming that you have rapport with them!)

    Fifth, once you get the hang of it, start looking for opportunities to use context reframing each day, starting with the less challenging ones.

    In a business context for example, one of the most powerful ways to use reframing is when people have objections (whether you’re selling a product, a service, an idea,
    ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

    Following aspects would a
    or yourself.) reframing is a gentle method of working with someone as opposed to having to sell which many people are uncomfortable with. When you reframe someone’s objection, you can remove or alter its power. I once read the objection “I’m worried – What if I train my staff and then they leave.” The response: “Even worse, what if you don’t train your people and they stay.”

    When you discover and create a way to change the context of someone’s objection, it alters the way they perceive it. This has been know to be an extremely effective way to overcom
    dd to the challenges in developing combination products:

    Which markets to tap where the combination products can do fairly well?
    Which combination prod
    e objections entirely.

    Finally, for these initial steps of reframing, write a list the objections you get most frequently in business or complaints made in your life and generate a number of context reframes for each one. Then, look forward with a sense of anticipation to the next time someone offers that objection. Please bear in mind that you are opening up options here, not covering things up, if a particular problematic issue is occurring, sometimes it may not be appropriate to just reframe.

    Both my Grandparents on my fathers side were 80 two years
    cts are meaningful and rational?
    Which therapeutic categories to select?
    Which Combinations can address unmet needs of the patients?
    Do combin
    ago and we had celebratory family gatherings. As I walked into one of the celebrations I asked the standard question "So, what's it like waking up on your 80th birthday, Grandad?" To which he replied "Better than not waking up on your 80'th birthday".

    Now, I’d like to start playing with ‘content reframing.’ If a footballer kicks the ball into his team’s net, it’s called an “own goal”, but if a soldier accidentally shoots one of his fellow soldiers, it’s called “friendly fire” (Sounds kind of cuddly, doesn’t it? But you would not want any coming your way
    tions increase the patient compliance?
    What would be the developing cost?
    How to tackle the risks encountered during combination product developmen
    .) George Orwell’s 1984 had plenty of examples of content reframing (eg. the ministries of peace & truth) that live on today in many forms (a peacekeeper missile, anyone?)

    So, content reframing involves changing the meaning of something.

    Right, to develop this further, follow this procedure; identify a complaint a complaint or issue with the structure “I feel [X] when [Y] happens.” (Eg. “I feel angry when he does not help” or “I feel frustrated when I make mistakes”)

    Next, ask yourself “What else could this (Y) mean?”, “What else could this (X) mean?”
    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
    or “What else could this situation mean?”, or ask “How can this (X) or (Y) be interpreted?

    Then, you can come up with several answers to these, and then create a ‘reframe’.

    For example: “I feel upset when I see the mess these kids have made”

    Example answer: “It’s good that they can be ‘in the moment’ without worrying about a few things being out of place.” Alternate example answer: “A little untidiness is a small price to pay for happy children.” Another example answer: “The fact that it’s messy means they’re expressing their creativity.”

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

    Professional from academic institutions, pharmaceutical industries, health care indust
    if you were to offer these reframes to someone who is annoyed or frustrated, I would suggest that it would be a good idea to get in rapport with them first and of course to select your words carefully.

    As with my previous examples, these aren’t the most amazing reframes in the world, but they don’t have to be that useful at this stage; it’s more important that you give yourself the freedom to be creative so your brain gets the pattern of what you’re doing.

    Now, you can come up with reframes for any complaints or issues that you can identify for yourself
    y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
    or others. This can be a lot of fun (honestly!) if you take turns doing it with someone else. (ie. you say “I feel [X] when [Y] happens” then they generate reframes.)

    Then, once you get the hang of it, start looking for opportunities to use content reframing each day. For spreading good feelings around and helping people to lessen the easy natural way that they can sometimes get “bogged down” in the trivial. Depends on what you consider trivial though, be careful and thoughtful.

    Once again, in a business sense, content reframing is also very powerful
    .

    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
    for dealing with objections of all sorts. For example, a reframe I sometimes use when someone objects to the price of consulting with me (I am sooooo expensive!) is to respond with something along the lines of:

    “If you are after a cheap consultant or therapist, then you are right, I am not for you. If however, you want to invest in your future then maybe I am. If your child needed a serious operation, would you look for the cheapest surgeon? Then why look for the cheapest way to make changes in your life that are important enough to seek help with?”

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

    Companies that provide selfless information through particip
    ain, I do have my tongue planted in my cheek as I write that riposte, however, I am sure you see where I am coming from here.

    Then finally, list the objections you get most frequently & generate a number of content reframes for each one. Then, look forward with a sense of anticipation to the next time someone offers that objection. Remember to keep rapport with people when doing this! Or in jargon-free speak, relate, empathise, connect, get on with.

    Good luck with your reframing and creating more harmony.

    Copyright Adam Eason 2005. All rights reserved


    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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