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Who hasn’t flinched when a friend asks “are you doing anything Saturday?” We can’t help but wonder “do they want me to help them move? -or are they going to give me free tickets to the big game?” Que

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

stion often contain underlying agendas, based on the context and the way in which they are asked. In conversation, these can usually be sorted out, but in conflict this ambiguity fans the flames of d

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

Examples of combination products may in

efensiveness. Why? Because over 90% of meaning in face to face communication comes not from words, but from tone of voice, facial expression and other body language. So while words may form of a ques

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

tion, the non-verbal communication more truly reflects the motive for the question.

A question invites the responder to disclose something about themselves, their situation or their perspective. On

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

earing a question, we often wonder “why are you asking?” Or we may react to a perceived judgement or assumption contained in the question. Consider the following questions and what the listener might

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

Combination pro

hear:

Question: Do you want to grab a coffee? Listener hears: I'd like to grab a coffee and want some company.

Question: Do you really think that

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

's the best way to do that? Listener hears: I think you're out of your mind!

Question: Are you planning to wash the windows today? Listener hears:

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

he windows had better be washed today!

Question: Are there any questions? Listener hears: We’re done with this meeting, but I need to go through motions of inviting

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

feedback.

Each of these questions are closed ended – requiring only a “yes” or “no” from the responder. These questions usually contain a judgement or assumption, which in turn foster defensiveness

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

in the responder.

Three tips for asking questions (especially in conflict):

1. Ask yourself “why do I ask?” to ensure you are genuinely curious and interested in the other person’s answer or persp

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

ctive. If you’re not, you’re probably better off making a statement instead of asking a question.

2. Let the other person know why you are asking -what prompted your question or why you need informa

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

Following aspects would a

tion or their opinion.

3. Ask an open ended question (what, when, where, who, why or how) to encourage the other person to answer in their own words.

You don’t have to wait until you are in a confl

dd to the challenges in developing combination products:

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

ict to practice open ended questions. Try them in conversation – you’ll be amazed at what you’ll learn about people. Here are some examples:

• What are the greatest challenges you’re facing in your

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

work/organization?
• What do you find to be most important to success in your field/job?
• How did you end up in your present job?
• Where do you see yourself down the road?

I remembe

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

a conversation with my wife in which she bemoaned the sexist attitudes in society. As a male, I initially assumed she was referring to me and some shortcoming in our relationship and I found myself

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

beginning to react defensively. Fortunately, I caught myself, replaced my judgement with curiosity, and asked her “in what ways does that impact you?” It turned out that her comment was not a masked

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

Professional from academic institutions, pharmaceutical industries, health care indust

criticism of anything I had done, but reflected her frustration as a teacher dealing with students from cultures in which women were not respected. This lead to a fascinating conversation on a previo

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

sly undiscussed topic.

In conflict, effective questions can uncover the other person’s perspectives and motivators. Here are a few examples of powerful questions:

• What’s important to you about th

.

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

at?
• What do you mean by [inconsiderate]?
• How did you arrive at that conclusion?
• When and where does this impact you the most?

So replace your judgement with curiosity when you a

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

Companies that provide selfless information through particip

sk questions. In conversation, you will learn more about people and deepen your connection with them. In conflict, you will uncover new perspectives and previously unseen possibilities for resolution

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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