Useful Advices - Business

When crossing salty swamps and marshes, move away quickly; never linger there. If you need to engage the enemy in

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

salty swamps and marshes, stay close to areas that are lush with grasses and have your rear to the forest. - Ch

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

Examples of combination products may in

pter Nine, Sun Zi Art of War

Above is the principle of deployment when in salty swamps and marshes. Salty s

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

amps and marshes are is similar to crossing a river. But compare to crossing a river, salty swamps and marshes are m

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

ore difficult to get out because of the mud condition. So if you are caught in swamps and marshes, you could be easi

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

Combination pro

y attacked with arrows. The lost of lives could be great because your troops do not have the agility to avoid. So th

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

same principle from the marine battles applies here as well.

Business Application

In business, the same pr

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

inciple applies (please see Sun Zi Art Of War - Three Business Lessons From Deployment Of Troops In Marine Battle

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

), be able to capture the market fast and get a reasonable share or else your competitor would have to time to r

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

act and kick you out of the market.

…, stay close to areas that are lush with grasses and have your rear to the

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

orest.

The reason why Sun Zi advocated that you stay close to lush areas when engaging enemy in swamps or marsh

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

Following aspects would a

es is because so that when there is a need to retreat, your retreat would be easy and fast.

In business, we see tha

dd to the challenges in developing combination products:

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

it is important to have an exit strategy. You must have an exit strategy for everything in business. For instance,

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

hen breaking into new markets, know when you should exit the new market when the going is too much to handle and als

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

o the method of exiting the market. This is because the corporate laws differ for each country or region. For some r

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

gions, their worker’s union is very strong so it might be difficult to exit those particular markets.

By understand

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

Professional from academic institutions, pharmaceutical industries, health care indust

how and when your exit strategy should be, you can reduce your costs so that it would not be fatal. Such principle c

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

an be applied to investments as well. Most of the people, who invested during the internet bubble, do not have an ex

.

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

t strategy, which is why they got burnt and most of them lost their retirement income and had to come out and work a

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

Companies that provide selfless information through particip

ain.

So above are the lessons we can learn from Sun Zi’s principles of deploying troops in salty swamps and marshes

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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