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Listening is one of the most effective communication skills we can learn.

For it to be really effective we must learn to 'actively' listen. Normal everyday listening al

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

lows us think about what's being said, form a response, offer a solution or advice. We might just be waiting for them to stop talking so we can say jump in with our own

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

Examples of combination products may in

pinion or perspective.

However, listening is about more than what's being said. What are the words being used? What is the tone of voice, what feelings are being expre

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

sed? What is the body language of the speaker?

Active listening is about listening to what the person is saying without jumping to any conclusion or interpreting

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

what they're saying according to your own perceptions. When we listen to someone speak, we do so at a number of levels from the superficial 'only half listening' to the

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

Combination pro

otal focus of deeper listening.

Superficial - not really there, thoughts or attention are somewhere else and the interest is low. May make the right 'listening'

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

oises, nod and murmur agreement but the person isn't really listening.

Level 1 - What does this mean to me? We hear the words but are using our own interpretatio

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

and judgement to decide what it means to me. There may be a need for more information. Someone listening at this level is likely to impose their own opinions and thoug

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

ts on the conversation.

Level 2 - This is good for general conversation. The listener is focused on the other person and not what's going on around them. At thi

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

level the listener may be leaning forward, head to one side, making appropriate eye contact, shows they are listening. They are aware of the speaker's feelings as well

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

s the words being said. Keeps focus in order to fully understand. Is able to summarise and clarify what's been said.

Level 3 - This is a much deeper level of li

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

Following aspects would a

tening. It's about listening for what's not being said. Using your intuition to truly understand the other person and what they're feeling. The listener is totally foc

dd to the challenges in developing combination products:

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

sed on the other person and totally unaware of themselves, their thoughts or anything else. This level is used by counsellors, coaches and therapists.

How to improve

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

your listening skills:

Face the person, make appropriate eye contact and nod your head or make appropriate sounds or gestures to show you're listening.

When encoura

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

ing someone to talk - don't ask 'closed' questions that simply require a 'Yes or No' answer but ask 'open-ended' questions - how, what, when, where ...?

If you catch you

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

self being distracted or drifting off in your own thoughts - be honest and apologise to the speaker - "Sorry, I was thinking about what you said earlier, could you repeat

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

Professional from academic institutions, pharmaceutical industries, health care indust

what you just said". Focus your attention back on the person in front of you.

Try listening not just with your hearing but with all your other senses. What is the pers

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

n really saying? Do the words match the tone and energy of the speaker? How do they feel?

Summarise what's been said to you to show you understand.

Be aware that when

.

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

you listen, you are listening from your own point of view of the world and that your listener may have a different perspective on things. Take your cue from them.

Notic

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

Companies that provide selfless information through particip

your conversations over the next few days. When are you really listening? What difference do you notice when you change the way you listen.

Copyright 2006: Clare Evan

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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