Cases - Business

Most of us have difficulty with negative feedback. We tend to become angry, defensive, or hurt when people offer negative feedback. We blame the bearer of the information. Many leaders avoid it altogether,

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

because it strikes at one of our most prized possessions--our image of self. We like to see ourselves as effective, skilled, and capable both with people and task. Negative feedback is an opportunity that

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

Examples of combination products may in

should be welcomed and valued as a great gift.

It is unlikely we can prevent ourselves from experiencing negative emotion when people give us negative feedback, yet we need to welcome it anyway. Negative

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

information is better than no information. If my people are unhappy, if my customers are unhappy, or if those closest to me are unhappy--it is better that I know than not know. At least if I know I can do

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

something about it.

In fact, as leaders we should welcome negative feedback and even encourage it. On one hand negative feedback is potentially hurtful and upsetting. On the other hand it is an opportun

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

Combination pro

ity. Complaints and grievances against us are opportunities to reflect, clarify who we are, and to envision something new and better.

Here are some ideas on how to turn negative information into positive

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

opportunities:

1. Accept it. This is how others see you. It is not wrong or right; bad or good; it just is. Refuse to take it personally. It is information. How do you want to best use this information to

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

help others, yourself, and your organization (or family)?

2. Become a listener. Invite information from those who have spoken negatively without defending yourself. Let your focus be to care about their

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

well-being and to understand them fully. Determine what they need from you. Are you seeing them as important? Are you giving value to their needs and concerns? This doesn't mean agreeing with them or satis

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

fying all of their wants. It means you see them as important and you value them.

3. Examine the tone that you set. Are you approachable? Are people comfortable talking to you? This will help people to of

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

fer potentially negative information to you so you can act upon it. If you are not approachable, people will talk to others about you, but they not express directly to you.

4. Are you seeing people in te

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

Following aspects would a

rms of their faults or in terms of their needs? If you are a fault finder you will tend to dismiss feedback from others as unimportant. If you are responsive to the needs of others, you will see their feed

dd to the challenges in developing combination products:

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

back as important information. Your ability to care about and understand others is an invitation for them to be concerned for you. They will want to be helpful to you.

Excellent leadership must always be

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

reflective. As leaders, we must ask ourselves: "How am I doing? How are the people I affect doing? Am I consistently creating a positive and healthy environment?" This kind of reflection causes us to gro

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

w and reach higher levels of success. Reflection will inevitably involve the reception of some negative feedback.

I coached a senior executive who was having some difficulty with his staff. I used a 360 d

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

egree assessment to get feedback from his employees, colleagues, and the CEO. He was horrified at the results. People painted a picture of him that was selfish and not responsive to others. This man had hi

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

Professional from academic institutions, pharmaceutical industries, health care indust

gh standards and was known as a kind and generous person in his personal life. The negative feedback served as a wake up call. He was thankful for this gift of negative feedback and he immediately began ch

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

anging his way of being with people at work.

Learning isn't always painful. We learn from our successes too. My senior executive found immediate successes when he changed his way of being. People became m

.

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

ore helpful and responsive to him. His colleagues greatly respected his willingness to receive and act upon the feedback.

When people criticize or complain about us it is best to face it without defense,

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

Companies that provide selfless information through particip

and take action to help them and to improve our effectiveness. Negative feedback is not always accurate, but whether it is accurate or not, dealing with it honestly is an opportunity we don't want to miss.

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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Cases - Negative Feedback Is An Opportunity

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