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E-Folder - Vision Statements that Confuse and Bemuse
Since the 1970's vision statements have adorned the walls of most organisations, being used to communicate the direction in which an organisation is heading. Most are poor vehicles for that communication and serve mainly to confuse or bemuse the emp
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
loyees they are supposed to guide.
The majority of vision statements are poor. At best these poor vision statements are not challenging enough to develop the creative tension between the present and the future to energise the organisation. Many how
The majority of vision statements are poor. At best these poor vision statements are not challenging enough to develop the creative tension between the present and the future to energise the organisation. Many how
; 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
ever are not even understood by the people in the organisation whose task it is to strive to reach the vision.
Vision statements which do not provide a succinct unequivocal view of the direction an organisation is heading in are counterproductive t
Vision statements which do not provide a succinct unequivocal view of the direction an organisation is heading in are counterproductive t
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
the aims of most organisations. They are only paid lip service by employees and do not positively influence the behaviour of employees other than providing opportunities to behave in a cynical manner.
Vision statements tend to fall into three cate
Vision statements tend to fall into three cate
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
gories. First is the short and useful which is a rare occurrence. Second is the long tedious and confusing statement, developed by a group of senior managers sitting in a closed room for two days with an erstwhile consulting cramming every stakehold
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
r and every objective in one extraordinarily long sentence. Third is the statement which short relative to the second and seems to have been created by a word generator.
Many vision statements fall into the third category. They follow a pattern suc
Many vision statements fall into the third category. They follow a pattern suc
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
h as: "To be the (leading/best) (provider/supplier) of (customer focused/market driven (solutions/products/service)".
As a vision it serves little purpose. It could have been thought of by a group of high school students as a h
As a vision it serves little purpose. It could have been thought of by a group of high school students as a h
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
omework exercise in strategy for their economics subject. It is not what we would expect from experienced senior leaders of an organisation. The statements of the third type are generally indistinguishable from one organisation to another in differe
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
t industries and in no way indicate how an organisation may build a competitive edge.
If one asks how people in an organisation defines simple words like "best" or "customer focused" or even "customer" the responses vary
If one asks how people in an organisation defines simple words like "best" or "customer focused" or even "customer" the responses vary
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
markedly. Thus a vision statement worded as above will have significantly different meanings to people in the organisation. Clearly this was not the intention of a vision statement, but it is often the reality.
The second type tends be of a form su
The second type tends be of a form su
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
h as: "We will be recognised in the (industry/market) as the leader in our (preferred segments/target markets) whilst ensuring the appropriate standards of (safety/environmental protection/corporate governance) are maintained, leveraging our (br
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
and value/consumer reputation) thereby delivering (customer value/shareholder value) and building our future (profits/sales).
There is only one comment required of the second type of vision statement, "What the!" The statements of t
There is only one comment required of the second type of vision statement, "What the!" The statements of t
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
his type, and they do exist; mean nothing because they attempt to mean everything from a vision to a set of goals to a strategy and some tactics.
The first type of statement takes the minimalist approach of finding some words convey the one thing t
The first type of statement takes the minimalist approach of finding some words convey the one thing t
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
at employees should not forget that the organisation is trying to achieve. It is short so that is memorable, the goal may be vague so that it can be lasting as specific goals change, it is something greater than what the organisation is today and it
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
is inclusive.
They tend to take the form (1) an inclusive word (2) an action, (3) an objective of the action. For example, "We will double or size in three years" or "We will be internationally recognised" or "We will be a profit cent
They tend to take the form (1) an inclusive word (2) an action, (3) an objective of the action. For example, "We will double or size in three years" or "We will be internationally recognised" or "We will be a profit cent
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
e".
The latter of these three examples has transformed the behaviour of a client in Australia which is a currently a cost centre after being saddled with a vision statement of the third type for its first five years of formation. T
The latter of these three examples has transformed the behaviour of a client in Australia which is a currently a cost centre after being saddled with a vision statement of the third type for its first five years of formation. T
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
he vision statement they had was confusing and capable of interpretation so vastly different that no coherent strategy could cover the range of interpretations of just the senior management.
Whilst there is now debate about how they will be a profi
Whilst there is now debate about how they will be a profi
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
t centre and when, there is no debate about what profit means and all levels of the organisation are energised to deliver it. Being a profit centre was always the senior manager's view of what they needed to do. That is to be so good at what they do
.
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
that people would be willing to pay money for them to do it, hence "We will be a profit centre"
Vision statements can be useful. Too often they are lengthy motherhood statements with no ability to motivate anyone, rather an ability to conf
Vision statements can be useful. Too often they are lengthy motherhood statements with no ability to motivate anyone, rather an ability to conf
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
use and to bore as their claim to fame. They tend to be a goal, a strategy or strategies and tactics rolled into one.
To be useful, vision statements must be short, be inclusive and must suggest some degree of action and an outcome
To be useful, vision statements must be short, be inclusive and must suggest some degree of action and an outcome
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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