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You may have heard this before - that you get what you measure. In business, this is definitely, true. However, in certain

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

types of business there is SO MUCH being measured that it's sometimes difficult for employees to decide which measurement

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

Examples of combination products may in

are really important. One rule of thumb that guides all of my thinking about using data in strategic planning is that mos

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

reasonably intelligent people can keep 6-8 things straight in their heads at any give time. Not 10, not 20, and certainly

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

not 40.

So why do we ask people to keep track of so many numbers?

Well, first, we don't want to miss anything. Of course

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

Combination pro

this is a complete fallacy, since the easiest way to get people to miss a number is to hide it among 39 other numbers.

S

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

cond, we want to preserve the complexities of managing a business - oversimplifying might lead us to ignore some critical

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

etail. This is true, but we shouldn't rely on a mass of numbers to convey the richness of our business. Rather, we should

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

ive human beings the ability to pick this richness out for themselves - which they surely won't do if they are overwhelmed

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

with too many numbers.

Finally, numbers are often seen as the lifeblood of management. Now, I have a slightly different t

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

eory about this - I think customers and employees are the real lifeblood. But numbers, in many ways, are really the produc

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

Following aspects would a

or service that we provide our customers, so it's easy to see where this idea comes from.

I'm not at all suggesting you

dd to the challenges in developing combination products:

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

houldn't look at numbers in managing your business. They are vital, and you will have trouble succeeding without them. But

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

you should aim to get a "feel" for a few critical numbers that relate to your effectiveness as a manage before venturing o

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

f into oceans of data.

As an example, consider your customer retention numbers. Pretty important stuff. So, how many do y

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

u need? One. The only time you should be looking deeper than that is when there are customer retention issues and you need

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

Professional from academic institutions, pharmaceutical industries, health care indust

to explain WHY customer retention is changing. At that point, "retention of customers with less than 1 year of experience

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

ith us" might help you understand exactly what is going on. But putting both customer retention AND new customer retention

.

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

on a report simply makes it longer with data that is redundant a significant part of the time. And - this is the key point

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

Companies that provide selfless information through particip

- a longer report will get less focused attention from the people who really need to use it to understand what is going on

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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