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As a coach, I get asked a lot about what coaching is and how it is different from other approaches, such as counselling, psychotherapy, or mentoring. Each technique delivers different results and yet all are frequently linked together, whether rightly or wrongly. So how do you know which is right for you?

The selection process has a l

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

ot to do with how you look at the situation you currently find yourself in. If you feel that there are issues or events in your past that may prevent you being able to envisage your future as being successful for happy, then the chances are you will feel more comfortable with counselling, or psychotherapy. These approaches help you to

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

Examples of combination products may in

ocus on what has been happening to you and how to break the cycle or pattern you may find yourself in. Each one can be extremely effective and a lot depends on how you perceive yourself to be. If you feel that, with a chance to air your feelings and emotions about things, you can begin to perceive the problem differently or at least of

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

fload a lot of baggage that stops you moving forward, then counselling can provide this. Counsellors listen and empathise with you, but their technique involves you taking the necessary emotional steps towards your own progress. Psychotherapy suggests manipulation of how you think about things and can be extremely useful if you cannot

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

ee a way to break the pattern yourself. There are many techniques used to help 'reprogram' the way you think and process information and these can allow you to perceive your life differently.

Often, these techniques are combined and so you may be offered counselling and therapy together (although you may not be told when you are moving

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

Combination pro

between the processes). Each of these can help you reach an acceptable situation in your present lifestyle and can help rectify how you behave. But, the logical question, once these issues are resolved, tends to be - what now? How can you use your new behaviour to forge a new future - one where your goals of happiness, success or con

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

entment are so achievable they feel practically guaranteed? This is where coaching comes in.

Counselling and therapy are most effective when dealing with past issues, but the techniques used cannot always help with how you move forward. And in a way you would not want them to. Their power is in helping you redefine what has happened

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

to you - but your future has not been created yet. This gives you an opportunity to move away from past thinking. Coaching processes are designed to show you how to use what you have, both in experience and in behavioural strengths, to create a future you want, rather than one you are seemingly destined for, without any control over it

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

So, for example, you have found out, through counselling, that you tend to seek others' approval and there are lots of examples in your past of when this has been allowed to happen. Counselling shows you this tendency and may help you understand why you did this. But coaching can take this information and ask how you would want to ac

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

t instead, and help you create new examples of when you have acted without that approval and so helping you break a past pattern.

It is always possible to begin one process and later realise that another one would be more useful to you. I have clients who begin coaching and become aware that they are sabotaging their own efforts to mov

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

forward because of a past issue that they have not sufficiently dealt with. In these cases, we agree that counselling or therapy is more suitable at this stage and we halt the coaching process until suitable support has been sought and the issue dealt with. Sometimes you may being counselling and get frustrated that you are going over

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

Following aspects would a

past results when what you really want to do is move forward. The practitioner of any discipline will be able to help you identify the change in your needs and should agree the next stage with you. It is due to this flexibility in your requirements that many coaches become counsellors, many counsellors become coaches and both train als

dd to the challenges in developing combination products:

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

o in psychotherapy. This way you maintain the continuity of the actions you are taking by staying with the one individual.

So where do mentors come into this process? Mentoring is fundamentally different from all other processes for one reason - as a mentor you are using not only learned processes but also your own experience and knowl

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

dge. All other practitioners are not expected to have any knowledge of your particular circumstances and their approaches allow them to not require and such experience. This means that, for example, you do not need to see a coach with experience of your industry, or your type of relationship - the techniques used help you to answer you

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

r own questions using your own knowledge and experience - they do not have answers for you. This is very deliberate - by not being able to answer your questions for you, counsellors, therapists and coaches all expect you to remain responsible and accountable for your thoughts and actions. They will help you think around a problem, appr

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

aching it from all angles and thinking of all eventualities - but you do all the work, not them. Mentors offer you their experiences and knowledge that you can use for your own circumstances. In business, for example, you may have been recently promoted. A coach could work with you to help you find out your new responsibilities and ex

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

Professional from academic institutions, pharmaceutical industries, health care indust

pectations of you but a mentor has been in your position and can tell you outright. They can explain to you how they acted, so that you can use that as a model for your own behaviour. When you know that expectations of you are high and results and required quickly, a mentor is of much more benefit to you as you work with them. They ca

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

also be highly motivational - they provide a yard stick with which to measure your own performance and help you to identify your own potential much quicker than you may initially feel comfortable with. One thing to note, however, is that you are still held accountable for your actions and in many cases, mentors will be available to yo

.

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

u for a short period of time while you get your bearings. Once they have left the picture, you still need to have learnt enough from them to be able to stand on your own two feet - worth mentioning in case getting a mentor sounded like a simple and (quite frankly) effortless solution.

So, to summarise:

- if you want to deal wi

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

Companies that provide selfless information through particip

h past issues, then the best approaches to use would be psychotherapy or counselling;

- if you want to look forward and move towards a more rewarding and happy life, then coaching is the best option;

- If you want to learn as much as you can as quickly in a particular set of circumstances, a mentor can offer this to you

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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