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Useful Advices - Email and Intercultural Communication
The modern business world demands that people from all corners of the earth communicate with one another. A manager in the USA may have staff in Germany, India and China; the importer in France may have associates in Turkey, Italy
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
and Japan. More and more people are now communicating across intercultural lines.
As anyone who works internationally can tell you, intercultural communication is not always a smooth ride. Intercultural communication in this c
As anyone who works internationally can tell you, intercultural communication is not always a smooth ride. Intercultural communication in this c
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
ontext refers to people, primarily but not exclusively from the business world, working with others from different nationalities, religions, faiths and cultures. When different cultures come together in a business setting their dif
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ferences can often cause confusion, misunderstandings, mistakes and the like. These intercultural differences can be anything from contrasting approaches to communication, etiquette, meeting styles or body language.
One area o
One area o
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
f intercultural communication that is common to most people working internationally is that of the email. The internet allows us to send documents, requests and information to colleagues, customers and clients across the globe. How
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ever, despite the unquestionable benefits communicating by email gives us there is a down side, especially in the context of intercultural business communication.
When looking at the intercultural issues of email we need to lo
When looking at the intercultural issues of email we need to lo
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
ok at it from two angles: 1) the issue of language and 2) the issue of culture.
Language
English is without doubt the lingua franca of the modern business world. Whether we are in Berlin or Bangkok most business em
Language
English is without doubt the lingua franca of the modern business world. Whether we are in Berlin or Bangkok most business em
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
ails will be in English. Although most people accept it as the international language, most do not have native language speaker proficiency. This creates communication problems and misunderstandings.
Those that have English as
Those that have English as
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
a second language will of course have a tendency to misspell words, invent new words, use poor grammar and generally not make themselves clear. Reading such an email can be a struggle and if one word is out of place the whole mean
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
ing can be misunderstood.
It is important for those communicating across cultures to bear in mind that this is to be expected. The best way to approach such emails is to look beyond the form to the intent. If that is not poss
It is important for those communicating across cultures to bear in mind that this is to be expected. The best way to approach such emails is to look beyond the form to the intent. If that is not poss
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ible then a simple email should be sent back asking for clarification on points or even sending back closed-ended questions which can only have a ‘yes’ or ‘no’ answer.
Culture
Intercultural communication can be tri
Culture
Intercultural communication can be tri
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
cky in a face-to-face environment. However, instinctively people muddle through situations by reacting to body language, gestures, facial expressions, etc. With email communication people do not have this luxury. As a result emails
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
have lots of potential to get lost in translation across cultural lines.
The actual format of an email may differ across cultures. In some formal cultures it is expected that one starts by addressing someone with their name (
The actual format of an email may differ across cultures. In some formal cultures it is expected that one starts by addressing someone with their name (
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
and possibly surname) followed by their email. Others may not really care and will jump straight to the email content. Either way, one person may find the email too formal while the other sees it as too informal or even blunt.
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
The contents of an email are also culturally dependent. Some cultures may accept the use of slang, idioms, puns, joke-phrases or swear words in an email, while in others it is a real no-no. Some may deem it acceptable to reply to
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
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
a question with a simple “no” or “yes” while others would expect a more detailed response.
The meaning of an email will also be impacted by culture. What a sentence means in Dublin may not mean the same thing in Delhi. If emai
The meaning of an email will also be impacted by culture. What a sentence means in Dublin may not mean the same thing in Delhi. If emai
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ling a culture that is indirect in its communication style (such as India or Japan) it is possible to get replies to requests that say neither ‘yes’ nor ‘no’. If one does not appreciate the fact that the writer is actually hiding t
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
heir true sentiments between the lines there may be come confusion.
Conclusion
Email is becoming more and more prevalent as a way of communicating in business. However, as we have seen, when this takes place withi
Conclusion
Email is becoming more and more prevalent as a way of communicating in business. However, as we have seen, when this takes place withi
.
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
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
n an intercultural context there is a lot of room for misunderstanding both from a linguistic and cultural point of view. Individuals should take the necessary steps to investigate these areas and to always keep an open mind so as
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
to minimise the chances of intercultural mis-communication. Companies with large numbers of international staff should seek to implement codes of conduct around emails as well as investing in intercultural training for their staff.
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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