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All larger companies and all those who have been in the market for several business cycles are prone

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

to an (identity) crisis. Corporate identity and the product of the company are related. This is qui

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

Examples of combination products may in

te important when dealing with change.

In his book – “let’s make things better,” Marcel Metze write

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

s about the Philips culture which is centered around engineers on one side and salesmen on the other

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

; some how these two groups keep the organization in balance.

For those of you how know Philips kno

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

Combination pro

w that this company “makes things,” it operates in consumer electronics, appliances, medical systems

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

or in general in a wide area of products that require a design (which is sales centered) and engine

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

ering (which is product centered).

Philips is a company that is more than hundred years old and has

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

survived many crises. Currently ABN AMRO is struggling with some kind of a crisis. One of the prob

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

lems the company is dealing with is that it is too large for the Netherlands and too small to be a w

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

orld player.

There is a big difference however between both companies. One (Philips) is a producer

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

Following aspects would a

and ABN AMRO a financial institution, a bank. Cultural-wise both companies are of course quite diff

dd to the challenges in developing combination products:

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

erent too. Where a producers’ culture is strongly based on a tangible product with which employees c

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

an identity themselves easily, a financial company lacks such a tangible product and requires more e

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

ffort to build a cultural identity. This makes that a financial company should invest more in cultur

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

e where much of the culture of a production company comes with the “nature” of this product itself.

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

Professional from academic institutions, pharmaceutical industries, health care indust

Companies that are dealing with a shift from a product-oriented culture to a service-oriented cultu

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

re struggle with this cultural element too.

A good example of a company that has a strong identity

.

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

and is proud to show this to the external world is Seiko. Just have a look. It all seems to fit. Suc

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

Companies that provide selfless information through particip

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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Age-old traditions cause us to develop the most deeply ingrained habits. Even when conditions change so that these traditions are harmful, most people will keep following the traditions anyway. In this article, you find out how to identify where traditions are harmful and how to establish helpful new traditions that reinforce helpful directions.

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