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E-Folder - Eight Ways to Generate More Ideas in Groups
The scene is repeated in meeting rooms around the world every day. A problem has been identified and a group has gathered to solve the problem. When ideas are needed, the group decides to brainstorm. And a
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
ll too often this exercise leads to a short list of not-that-creative ideas.
We know that if we generate more ideas we have a better chance of finding better ideas. This leads us to the logical conclusion
We know that if we generate more ideas we have a better chance of finding better ideas. This leads us to the logical conclusion
; 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
hat if we can find techniques to create more ideas, we will find better ones. No one technique however will guarantee the perfect solution. Instead your goals should be to have a variety of approaches to he
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
p stimulate idea creation in your repertoire. By doing this you will improve the overall quality of ideas by virtue of having more to choose from.
Whether you are unhappy with the current creativity of your
Whether you are unhappy with the current creativity of your
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
group or are having good success with brainstorming sessions, but would like them to be even better, any of the eight suggestions below can help.
Look at problems in different ways. Get the group to
Look at problems in different ways. Get the group to
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
change their perspective on the problem. Once people “lock into” one way of looking at things the idea flow will slow to a tickle. Have people take a new persona. Ask them to look at the issue from the per
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
pective of another group – accounting, HR, or sales for example. Ask them to think about how their Grandmother or an 8 year old would solve the problem. These are simple ways to force people into a new pers
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
pective and the new perspectives will generate more ideas.
Make novel combinations. The ideas that land on the flipchart or whiteboard in a brainstorming session are typically considered individually
Make novel combinations. The ideas that land on the flipchart or whiteboard in a brainstorming session are typically considered individually
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
Have the group look at the initial list and look for ways to combine the ideas into new ones.
Force relationships. Once a group is finished with their initial list, provide them with words, picture
Force relationships. Once a group is finished with their initial list, provide them with words, picture
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
or objects. The objects can be random items, the words can come from a randomly generated list (email wordlist@KevinEikenberry.com and we’ll send you such a list), or from pictures in magazines or newspaper
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
. When people have their random word, picture or item, have them create connections between the problem and their item. Use questions like, “How could this item solve our problem?” What attributes of this
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
item could help us solve our problem?”
Make their thoughts visible. Have people draw! Too often the brainstorming session has everyone sitting except the person capturing the ideas. Let people dood
Make their thoughts visible. Have people draw! Too often the brainstorming session has everyone sitting except the person capturing the ideas. Let people dood
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
e and draw and you never know what ideas may be spurred.
Think in opposites. Rather than asking your direct problem question, ask the opposite. “How could we ensure no one bought this new product?” c
Think in opposites. Rather than asking your direct problem question, ask the opposite. “How could we ensure no one bought this new product?” c
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
uld be one example. Capturing the ideas on “the opposite,” will illuminate ideas for solving the actual problem.
Think metaphorically. This approach is similar to forcing relationships (and is anoth
Think metaphorically. This approach is similar to forcing relationships (and is anoth
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
er way to use your words, pictures or items). Pick a random idea/item and ask the group, “How is this item like our problem?” Metaphors can be a very powerful way to create new ideas where none existed befo
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.
Prepare. Too often people are asked to brainstorm a problem with no previous thinking time. If people have time to think about a topic, and let their brains work on it for awhile, they will creat
Prepare. Too often people are asked to brainstorm a problem with no previous thinking time. If people have time to think about a topic, and let their brains work on it for awhile, they will creat
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
more and better ideas. Allow people to be better prepared mentally by sharing the challenges you will be brainstorming some time before the meeting whenever possible.
Set a Goal. Research shows and
Set a Goal. Research shows and
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
my experience definitely confirms that the simple act of giving people a quantity goal before starting the brainstorming session will lead to a longer list of ideas to consider. Set your goal at least a lit
.
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
le higher than you think you can get – and higher than this group typically achieves. Set the goal and watch the group reach it!
While these suggestions have all been written from the perspective of a group
While these suggestions have all been written from the perspective of a group
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
generating ideas, they all work very well for individuals too. The next time you need to solve a problem by yourself, use these techniques and you will be astounded by the quantity of ideas you will generate
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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