Advice Pool - Business

There was a time before the recession when you didn’t have to analyze precisely what parts of your leadership message worked. Whatever you were saying seemed to get the job done; a PPT presentation full of facts, statistics and quotes. Perhaps you have been calle

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

d to action with a company memo or a training mandate. Change initiatives were launched from above yet when the dust settled after the wagon train pulled out, the flame ebbed until an emissary was sent to puff on the embers. These were rational approaches, however,

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

Examples of combination products may in

not very creative.

The disruptive changes of the new economy requires something different. Change can no longer be imposed, it must be facilitated. A strategy has emerged that persuasively delivers the content of dry analysis, linking it together into a compellin

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

g illustration of your goals for the future; Storytelling.

Why this tactic? Persuading people to act in unfamiliar and uncomfortable ways as they navigate through the transformation you require has become the centerpiece of business activity today. Jobs, if they

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

weren’t eliminated, are condensed. As a leader, you are faced with the task of making your point succinctly in minutes, not days. The content of your message must be replayed in the recipients and retold to others. Successful change relies on a work culture alig

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

Combination pro

ned with your mission, and armed with enough enthusiasm and clarity to influence each other in your absence.

The Purpose

The purpose of any story in business development is to establish trust between you and the listener. Your subordinates want to trust your abil

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

ities and plan. They want to make the organization “happen,” as much as you do. But to be reliable enough to garner their support, your method must emerge from a creative process that you can understand intuitively, and foster the respectful collaboration of whole,

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

complex people. Gary Morris, CMO of Marketing Advocate, in Centerville, MA said it best: “Context is the key to adoption. Only authentic trust accrues into a predisposition to try anything, whether it’s a new product or a new idea.”

Your Cathedral

This new tool

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

will take you beyond your comfort zone, into ambiguity. Allow me to provide some structure to your evolution as a storyteller. Your story must take listeners from where they are now to where they need to be, with enough comfort and focus on your vision of the futur

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

e.

The Vision Story takes some courage, says Annette Simmons in her book, ‘The Story Factor.’ Its purpose is to “shrink today’s frustration in light of the promise of tomorrow.” The process for change and perspective should be modeled in the story, as in the brick

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

layer’s parable: all three construction works are doing the same job, but when asked, one says, ‘I’m laying bricks.’ The second says, ‘I’m building a wall.’ And the third says, ‘I’m building a cathedral.” Your focal point has to include affirmation of the process i

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

Following aspects would a

n all three jobs, while guiding their thinking and activities toward the vision of the completed cathedral.

Empowering the Listener

Empowering the listener to visualize the transformation needed in their own work in order to accomplish this vision, and then to ac

dd to the challenges in developing combination products:

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

t on it, can be achieved by exposing your own motivation toward the change. At what moment did you know things had to change, why? Frame that experience as an obstacle for which you have discovered a solution. What if the solution works? Paint for the listener how

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

things will look once the solution is realized. Make it subjective, from the fountain of passion that brought you to this business in the first place. Lead the listener into the future with a vaguely detailed strategy of how victory over such road blocks will champ

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

ion any innovations already realized, that progress is in the process of evolution, as a team.

Steve Denning, author of ‘Squirrel Inc.’ knows from his experience at World Bank that “people are more likely to overcome uncertainty about change if they are shown what

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

to aim for rather than what to avoid.” By making your story overwhelmingly positive, with the problem right up in the foreground, you’re presenting yourself as a protagonist in the narrative of the company as a whole. The biggest mistake storyteller’s make? Spelli

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

Professional from academic institutions, pharmaceutical industries, health care indust

ng out the lesson. The take-away should ONLY BE IMPLIED. Trust the listener to their own deductions.

Concerns

Some concerns to watch out for when constructing your vision story:

Specific predictions about the future are likely to not come true

Authenticity depe

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

nds on your knowledge & life experience

Your detractors might take the story out of context

Your Potential

You have enormous potential to change the minds of your followers, that’s the business you are business truly in! The secret is to learn this method as a w

.

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

ay to support the rational analysis that is ever present. Lean on your human intuition born millions of years ago in caves, gathered around the camp fire recanting the days adventures. We’re all hunters and gatherers deep down.

Your followers will rise with abunda

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

Companies that provide selfless information through particip

nt energy, mirroring your own, prepared to retell your story whenever they encounter an associate who needs a boost. With storytelling in your tool bag, you’ll now be able to harness your own imagination, and tether it to your company’s evolution—onward and upward!

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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Although its presence lingered unaddressed for many years, environmental noise is now recognized as a significant health issue. Environmental or ambient noise is unwanted or harmful outdoor sound created by human activities, including noise emitted by means of transport - road traffic, rail traffic, air traffic - and from sites of industrial activity. From delivery trucks to air conditioners, we are constantly bombarded by sounds that go unnoticed for the most part. However, out-of-earshot should not mean out-of-mind. It is precisely these innocuous environmental noises that should be sounding an alarm.

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