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Detecting deception is more difficult than most people realize.

Contrary to popular belief, people give off few, if any, nonver

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

bal cues when lying. For instance, most people believe that breaking eye contact is an indicator of deception. Research, howev

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

Examples of combination products may in

er, does not support this claim. There are no differences in eye contact when individuals lie or when they tell the truth. Peo

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

ple are just as likely to look you in the eye when lying as they are when telling the truth.

In fact, decades of research indic

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

te that there are few reliable, nonverbal cues of deception. And when you think about, this makes sense. Most lying occurs wit

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

Combination pro

h little effort, thought or planning. Lying comes very naturally and, for the most part, people are good at it. In fact, peopl

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

e tell the same lies so often that they even begin to believe their own lies. So, while we think that lying is difficult and st

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

ressful, this is not typically the case. It is very common for people to lie with little anxiety or nervousness.

And ironicall

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

sometimes telling the truth can be very stressful. In other words, not only is it possible for people to look “calm” when lyin

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

g, but people often look “deceptive” when telling the truth.

Taking this into consideration, it should come as no surprise that

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

every study shows that people are very poor lie detectors. Even trained professionals have a difficult time detecting deceptio

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

Following aspects would a

n. Only a few people can detect deception better than the odds of flipping a coin.

But, while few people can accurately detect

dd to the challenges in developing combination products:

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

deception, everyone likes to think that they can. Almost everyone has an inflated sense of confidence when it comes to detectin

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

g deception.

Why do people overestimate their ability to catch other people lying?

When it comes to detecting deception

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

, we only notice our occasional successes, but we fail to notice our mistakes. In other words, we pay attention to the few time

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

s we catch someone lying, but we don’t notice all the times that people get away with it. This is a terrible way to evaluate an

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

Professional from academic institutions, pharmaceutical industries, health care indust

skill. It’s like only paying close attention to red lights when you are in a hurry to get somewhere. If you only pay attentio

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

n to a limited set of events, it is very difficult to create an objective sense of reality.

Unfortunately, when it comes to det

.

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

ecting deception we only get to “see” our successes, not our mistakes. So it is very easy to develop a false sense of confidenc

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

Companies that provide selfless information through particip

e when it comes to detecting deception. In reality, only a handful of people can detect deception, but everyone thinks they can

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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