Useful Advices - Business

Networking effectiveness starts with a positive personal attitude and an understanding that successful networking is built on a spirit of giving and sharing and not of bargaining and keeping score.

Armed with t

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

his knowledge, we can now look at how the process of good sales networking actually works in practice.

The first thing to realise about networking is that everyone you meet is a useful prospective network contact. Thi

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

Examples of combination products may in

s seemingly simple fact is often overlooked, as people engage in their own private screening process before they will talk to anyone.

There is obviously a line to be drawn between talking to anyone and everyone in the

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

street and talking to almost no one. However, if you want to network more and to do so successfully, there are many situations that qualify as “the right opportunity”.

Taking An Interest in Anybody & Everybody

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

It is often the case that we don’t really know very much about even close people around us (let alone distant contacts). Even if we do know a little, we are less likely to know how far or deep their skill, knowledge o

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

Combination pro

r resources extend. If this is true of your knowledge of others, how much do they really know about you?

Herein lays the basic secret of networking success:

• You have to become interested in anybody and everybody

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

• You have to share more about yourself than you may have done in the past

It is out this mutual exchange of knowledge that network contacts will connect and start to offer support, help, advice, favours,

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

referrals and other benefits on a regular basis.

Core Processes

Developing a conscious understanding of this giving and sharing strategy can take some time and some practice.

In her book ‘How to master net

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

working’, Robyn Henderson calls this process earning the right to ask a favour of another person, or giving without hooks. Both of these statements imply two processes that operate pretty much at the same time (and

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

neither of them necessarily out first reaction).

The two processes in earning the right to ask a favour are:

• Giving away information (to be helpful)

• Being open for any help you may need

Le

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

’s look at these two processes in turn.

Giving Away Information

Whether it is accidental or planned, formal or informal, random or structured, in discussion with other people the effective networker offers his

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

Following aspects would a

or her knowledge, skills, ideas, resources, guidance or data freely – without any ‘hooks’ or expectations that repayment is due in any form. In fact, the only immediate benefit may be the pleasure to be derived from a

dd to the challenges in developing combination products:

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

ssisting someone with information that was of value to them.

Whilst the giver expects nothing in return, the receiver has a very positive experience and memory of you upon which they can act (if they so choose) in the

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

future. If they do, either directly or indirectly, at some indeterminate time, you may receive some reciprocal benefit.

Along with openly offering any possible help and support, the effect networker does not o

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

erate as a one-way helper or super person/white knight/angel coming to the rescue of everyone else, but never personally in need of assistance. He or she also talks realistically about personal goals, tas

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

ks, challenges, problems and general issues, and acknowledges feeling vulnerable in not being able to do everything single-handedly. Being open means being receptive to help when it is offered and, on occasions, asking

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

Professional from academic institutions, pharmaceutical industries, health care indust

networking contacts if they can suggest ideas, strategies or approaches that could assist you.

Two-Way Process

These two processes operate at the same time and together to create a cycle through which ‘favour

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

’ are continually offered to all who participate. These favours are both offered and taken in order to keep the network strong and capable of growing to include more and more people.

This process is called ‘reciprocit

.

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

y’. It simply means that effective networking is a coin with two sides rather than just one. You can’t have one without the other.

Successful networking is therefore about:

• Giving and receiving

• Contributi

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

Companies that provide selfless information through particip

ng and accepting support

• Offering and requesting

• Promoting other’s needs and promoting your own needs

• Trust and persistence

Copyright © 2006 Jonathan Farrington. All rights reserve

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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