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How does the expression, "It is more blessed to give than to receive" apply to being an effective communicator? What do we give to our communication pa

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

rtners when we communicate well? We give two key gifts: our undivided attention and clarity of thought.

Only a Penny for Your Thoughts?

Perhap

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

Examples of combination products may in

you have heard the humorous question, "You 'put your two cents in', but it's only a 'penny for your thoughts'. Where did that extra penny go?" When we

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

value the messages we hear only half as much as the messages we deliver, our communication is not effective. That "penny" is truly lost.

An Effect

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

ve Communication Channel

Effective communication is a two-way channel which (1) stays open, (2) receives equal value in both directions, and (3) h

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

Combination pro

as an interactive balance between sender and receiver. When we are in a communicative exchange without these requirements, it feels like giving two cen

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

s in exchange for one cent.

Undivided Attention

There is a big difference between talking, listening, and communicating. We do not talk "to" p

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

eople when we communicate well; we talk "with" them. We give attention, listening with empathy and returning clear messages in the appropriate context.

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

In a verbal dialog, we have the roles of both listener and speaker. If we fail to look beneath the surface—to listen deeply with our eyes, ears, and h

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

earts, we block the channel. We cannot respond meaningfully to messages we do not hear completely. We give undivided attention to our communication par

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

ner when we listen deeply.

Clarity of Thought

Likewise, if we fail to state our messages in a clear and simple way, we clutter the channel wit

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

Following aspects would a

h static; no matter how much our partner wants to hear our messages, those messages with their intended meanings get lost. Clarity of thought allows us

dd to the challenges in developing combination products:

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

to deliver our messages clearly, simply, briefly, and in context. Then, our "two cents" turns from pennies into gold.

A Golden Communication Exerci

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

se

Think about a particular relationship--in your personal life or career--in which you want to communicate effectively. Then, complete these sent

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

nces in various ways that apply to you:

We seem to stop communicating effectively when________.

We seem to communicate very effectively when_________

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

.

You may find it valuable to work on this together with your communication partner. This is a very revealing exercise. It will allow you to pinpoint

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

Professional from academic institutions, pharmaceutical industries, health care indust

ehavioral and contextual strengths and weaknesses in your exchanges with a particular person or group.

Increase Your Communication Skills Today

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

Give your communication partners today the gifts of undivided attention and clarity of thought. You will find it is indeed "more blessed to give" whe

.

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

you communicate well. Best of all, you will find that your communication skills will double immediately. The gifts of undivided attention and clarity

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

Companies that provide selfless information through particip

of thought will turn your communicative exchanges from "pennies into gold" and bring immeasurable value to your personal and professional relationships

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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