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Useful Advices - Make Your Feedback Constructive, Not Combative
How to give feedback to employees is one of the most frequent issues that my coaching clients raise. Usually the situation is framed as dealing with
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
a problem employee – someone who won’t listen, doesn’t follow instructions, isn’t careful with his or her work, or somehow isn’t working out. Sometim
; 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
s the individual really isn’t the right match for the job. More often, though, the real problem is a manager who is not giving clear, actionable feed
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ack about their expectations and the behaviors that need to change.
Many people equate giving feedback with initiating a confrontation, and therefor
Many people equate giving feedback with initiating a confrontation, and therefor
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
avoid it. One company president confessed that he was afraid to bring up performance issues with an employee because, “I’m afraid he’ll get really a
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
gry.” Some managers spend their evening hours re-doing a subordinate’s work, hoping that the individual will “catch on” to what the manager wants. Ot
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
ers get so frustrated that they explode in anger. At one company, an employee was simply handed off to different department heads until one finally f
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
ired him!
The key to giving good feedback is to avoid making evaluative statements about someone’s behavior. These are comments that reflect your op
The key to giving good feedback is to avoid making evaluative statements about someone’s behavior. These are comments that reflect your op
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
nion about what happened, or how you and other people reacted. Evaluative or judgmental statements make people defensive, and therefore unlikely to 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
ar the real message. Therefore, don’t say things like, “If you had listened more carefully to the instructions we would have been done by now,” or “N
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
one on the management team could understand your logic.”
I’ve used the following five-step model successfully with a number of my clients who repor
I’ve used the following five-step model successfully with a number of my clients who repor
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
that it has enabled them to respond to people in a constructive rather than combative way. It works like this: Step one is to be specific and factua
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
about the person’s actions. Step two is to describe the impact of the behavior. Step three is to explain how the situation is affecting you. Step fo
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
r is to explain what, exactly, you want the person to start doing differently. Finally, step five is to check for agreement.
Here is how one manager
Here is how one manager
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
used the feedback model with a salesperson.
1. “When you include too much background information in your proposals” [factual statement of be
1. “When you include too much background information in your proposals” [factual statement of be
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
avior]
2. “The customer may have difficulty getting to the offer” [impact of behavior]
3. “I’m concerned that we’ll lose sales and the di
2. “The customer may have difficulty getting to the offer” [impact of behavior]
3. “I’m concerned that we’ll lose sales and the di
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
ision won’t meet quota” [impact on you]
4. “What I’d like you to do is keep your summary to three or four sentences and get the offer on the
4. “What I’d like you to do is keep your summary to three or four sentences and get the offer on the
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
irst page” [what you want the person to do] …
5. “How does that sound to you?” [check for agreement]
Don’t omit the last step because pe
5. “How does that sound to you?” [check for agreement]
Don’t omit the last step because pe
.
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
ple are more likely to follow through if they agree with what they’re being asked to do. And if you’re not both on the same page, this is a chance to
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
resolve differences right away. Remember also to give feedback when you observe the behavior – not days or weeks later, and always in a private space
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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