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  • E-Folder - Sun Zi Art of War - Four Ways of Achieving Swift Victory

    The purpose of raising such army is to achieve swift and decisive victory. If victory cannot be achieved quickly, weapons would be blunt and the army would also lose their fighting spirit. When they attacked city walls, they would be greatly exhau
    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
    sted. If the army is out on a military campaign for too long, the nation’s resources would be greatly depleted or exhausted. When the army is in a bad shape and the resources of the nation are exhausted, other neighboring warlords would capitalize on
    ; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

    Examples of combination products may in
    these weaknesses by launching an attack on us. Even if there are clever and capable strategists or advisor, it would not be able to reverse the situation. While blunders are known to occur during military operations, one has yet witness a successful
    lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

    military operations where there are long delays. No one has seen a military campaign where the longer the campaign, the more beneficial it is to the nation. – Sun Zi Art of War, Chapter Two

    The lines above indicates the importance of sw
    here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
    ift victory. If swift victory is not achieved, gradually more weaknesses would surface, like blunted weapons and decreasing fighting morale. The longer the military campaign, the lower the morale of soldiers, as they missed their home. The longer the
    d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

    Combination pro
    campaign, the greater the cost to the nation, due to the daily costs. Besides incurring great expenses, accumulated through the campaign, the nation also risk having neighboring countries attacking it. And to stress how dire the situation of prolong
    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
    ed campaign could be, Sun Zi said that, even the best strategist would not be able to reverse the situation.

    In order to achieve swift victory, thus lessen the burden on the nation, Sun Zi advocates the following in the next few lines of:

    1) Plunde
    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
    ring the resources of the enemy. In this way it weakens the enemy by exhausting their resources and the nation could save resources on transportation, equipments and so on.

    2) Instill hatred for the enemies into his troop. This would raise the figh
    nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
    ting morale of the troops.

    3) Motivate his armies by promising material rewards, obtained from plundering and pillaging enemy’s resources.

    4) Encourage risk taking by using immediate and noticeable rewards. This would excite and motivate the whole
    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
    army, encouraging competition between the troops. Note that the two important words are ‘immediate’ and ‘noticeable’. If it is not immediate, soldiers would not be enticed to act on opportunity. As the saying goes, a bird in the hand is worth more th
    ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
    an two in a bush. If it is not noticeable, the soldiers may think the reward is not worth the effort and the lack of the ‘envy’ factor in as well. People like to show off their merit, especially those that they worked hard for. So it is important tha
    ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

    Following aspects would a
    t such reward is ‘noticeable’ both in the amount of it and the way it is presented to the receiver.

    5) Treating the enemy soldiers well. This would greatly help in the intelligence work, obtaining vital information that could provide decisive advant
    dd to the challenges in developing combination products:

    Which markets to tap where the combination products can do fairly well?
    Which combination prod
    ages. But note that this could be relative. If the enemy’s general has been kind to his soldiers, the amount of resources spent to ‘pamper’ these prisoners-of-war could cost a lot but the information they hold could be vital.

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


    So how can we apply this knowledge to the business arena?

    1) Try to leverage on the resources that have been used by your business rivals. For instance, the goodwill that has been created on a certain product, through the marketing effort of y
    tions increase the patient compliance?
    What would be the developing cost?
    How to tackle the risks encountered during combination product developmen
    our rival, or the distribution network that has been established. But one thing to note is, you would have ceded to your rival, the first mover’s advantage. So it is wise to assess whether the first mover’s advantage is important for your company.

    2
    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
    ) Create a good reward system. Make sure the rewards system will align the performance of your staff with the goals that you want to achieve. Have a reward system that will reward risk-taking and healthy competition, if possible. Creating a good rewa
    ping new procedures for reviewing their safety, efficacy and quality.

    Professional from academic institutions, pharmaceutical industries, health care indust
    rd system is more of an art than a science, given the many complications.

    3) Organize events that will keep up the morale and spirit of the employees in your company. With high morale and spirit, comes greater efficiency and more conducive work envi
    y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
    ronment. A conducive environment where everyone works towards macro goals, will reduce staff turnovers which in turn, reduce human resource related expenditure. Another benefit of lower staff turnover is this. Most of the time, if your staff leave, h
    .

    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
    e would very likely be moving to a rival company because their expertise are industry-related. It can spell disaster if the staff joins a rival company because of the information he has about your company.

    4) Treat staff that has crossed over from r
    elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

    Companies that provide selfless information through particip
    ival companies well. This would allow you to gain access to valuable information that might help you to clinch the million-dollar deal that you have been waiting for, or snatch market share from your rival, dealing a possible fatal blow to your rival


    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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