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How we listen and perceive is influenced by the four perceptual styles: Audio, Visual, Feeler, and Wholistic. For instance, Audios prefer to turn their ears toward you when you are speaking rather than look you in the eyes. They are filtering through what

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

you are saying to get to the bottom line as quickly as possible. If they are listening intently, they might close their eyes. However, since childhood they have been told “Look at me when I’m speaking to you!” In defense, they might take notes of the main

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

Examples of combination products may in

points when listening because then it’s acceptable if they don’t maintain eye contact with the speaker.

When speaking to Audios, if you ramble, they will either interrupt or ask, “And the point is?” Or they will tune you out. You need to collect your thou

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

ghts before talking to Audios and cover the points in a logical sequence.

Visuals are the “show me” people. They will listen more intently and remember what you are saying if they can see what you’re talking about. Otherwise you need to speak in descripti

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

e words so they visualize what you are saying. It will appear like they aren’t listening if you don’t give them enough details because their faces are blank. When they finally “get it,” their faces light up with comprehension.

When Visuals are speaking, m

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

Combination pro

aintaining eye contact is essential. If you look away, they will stop in the middle of the sentence. For them it has the same effect as if you interrupted them. Visuals receive their inspiration and ideas as a picture in their mind’s eye. They may become f

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

rustrated if the listener can’t seem to “see” what they see. Often Visuals will whip out a piece of paper so they can sketch or diagram what they are talking about.

What Feelers hear is filtered through their feelings so it’s not what you say but how you

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

say it that they are hearing. If you say something in a sarcastic voice, they most likely will remember how the words hurt rather than what was being said. If the hurt is intense, it will put a lump in the throat that literally blocks the Feeler from expre

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

sing his or her pain or feelings.

When communicating with Feelers, if you want them to listen, speak gently. A loud angry voice intimidates them and may cause them to withdraw within themselves. If you are asking them to do something, actions speak louder

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

than words. Give them the opportunity to try what it is you want them to do so they feel secure that they understand. Otherwise they might say, “You mean …” and repeat back what you just asked to make sure they heard you correctly. This might exasperate t

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

he Audio who doesn’t like to have to provide all the details Feelers need to understand. He may snap, “Is there an echo in the room?” Feelers may become flustered, which makes it even more difficult for them to listen attentively. They would rather flee an

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

Following aspects would a

d come back later when they aren’t so rattled.

Wholistics hear, see, and feel what you are saying simultaneously so they quickly grasp the whole picture or the gist of what is being said. Then they want to leap into action. This eagerness may cause them t

dd to the challenges in developing combination products:

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

interrupt the speaker and finish the sentence because they think they know what the person is going to say. However, sometimes they might be wrong. When speaking to Wholistics, you may have to ask them to let you finish what you’re saying, to not interrup

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

t.

Wholistics will listen more intently if you first give them the essence of what you’re going to talk about so they can respond to the idea or thought. After they have expressed what they perceive is the direction you are going, you can clarify or agree

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

. Wholistics might become antsy if they have to wait a long time before they can speak. But not interrupting and listening attentively is a quality they can learn.

So how can we get people to listen to us and remember what we say? As the speaker, it’s up

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

to us to make sure the listener understands before moving on. When it’s one-on-one or in a small group, ask if they understand or if they need more clarification. If it’s important for them to remember, you need to connect your message with a direct benefi

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

Professional from academic institutions, pharmaceutical industries, health care indust

to the listener. A benefit to the listener is always something that directly impacts them. Remember the WIIFM factor, what’s in it for me. So, for example, you may ask a spouse to pick up some items from the drycleaner and remind him that one of the items

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

is a suit he’ll need for the concert that he’s been so looking forward to. Or if you’re speaking to an audience, address the benefits to them, how the information you’re sharing will enhance or impact their lives.

When speaking to a large group, you can

.

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

keep all of the perceptual styles listening attentively if you address the key points quickly for the Audios, then illustrate it with an interesting story (but not too long) so the Visuals can visualize and the Feelers can better comprehend the key points,

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

Companies that provide selfless information through particip

and then follow up with a brief summary. This way, people won’t tune you out.

You want the listeners’ heads to nod because they are connecting with your message rather than having their heads nod because there is a disconnect, and they are falling asleep

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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This article is about building successful project teams and focuses on the work done Meredith Belbin and John Hartson in the 1970s at Henley. This has now become a branded method and further details of how it can be applied can be found at www.belbin.com. Please note I have no connection with the Belbin Associates nor am I undertaking any MLM activities on their behalf. I include this reference as background for the interested reader. The insights gained from the Belbin approach have implications on the discussions about leadership and management. I will first give a short background of how the research arose and a brief outline of what I would consider key findings, and then I will draw out the implications of these in the debate about Leadership and Management.

A mission is what a person, a group, an organization or company sets out to do. It is the direction that the people involved in the movement keep in mind while going about their daily routine and not-so-routine activities.

What really is Support Staff Outsourcing? Is it any different from HR Outsourcing? What value does Support Staff Outsourcing add to my bottom line? Is my organization better off without Support Staff Outsourcing? Why should I consider Support Staff Outsourcing for my organization?

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