Subjects - Business

Maximization methodologies have long been used in business to produce quantities of quality ideas, faster. Creative writers who want to rapidly produce quantities of quality work

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

should apply these same principles.

a) Waiting for inspiration creates less output than forcing inspiration.

Simply engaging in the task generates ideas. By defining the work

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

Examples of combination products may in

process, the author can frame the mind for the coming task and trigger the mind into searching for ideas on multiple cognitive levels. Creative Directors identify a problem and s

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

t about finding solutions, thus initiating the creative state. Similarly, screenwriters know that they will come up with good ideas for screenplays while they are working on the

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

present one. Inspiration for projects comes while working on similar projects.

b) Setting incremental targets and final goals produces more output than a “do your best” approach

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

Combination pro

Creative Directors may ask people to generate at least five problem statements a day and come up with at least five ideas to resolve each problem in that same day. At the end o

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

f a week, 20 people have generated a solid idea pool that can be analysed. Similarly, writers who set themselves a target of 500 words a day produce more total output after a mon

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

h than they would if they had not set themselves that target.

By staging the process over a week, the Creative Director i) forces output at regular intervals and ii) allows the

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

problem to incubate in the mind, thus allowing richer insights to generate.

c) Story Structure

Just as in business, where models such as SWOT, PEST, Five Forces and a million o

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

hers are used to generate ideas for particular circumstances or for particular problems, so stories themselves have such frameworks. Stories are built around templates. The most

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

famous of these is Campbell’s (1968) Hero’s Journey, around which have been built some of the most successful ever films – Star Wars, Spiderman, Shrek, The Incredibles and many m

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

Following aspects would a

ore. Applying these structures allows the writer to break a task into smaller arts and more precisely define problems and generate better solutions.

The true value of Story Stru

dd to the challenges in developing combination products:

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

ture is perceived after a few successful uses. It allows i) the creative writer to quickly map out a story from an idea and ii) triggers idea flow because blocks are overcome and

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

competencies learned – it becomes easier to visualise the idea in the final, fleshed out form.

d) Experience curve, adaptive and generative learning. subliminal and unconscious

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

perception and learning.

Commonly expressed in terms like “you have to write a million words before you write anything good.” When a task is in the early stages, relative lack o

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

f experience, knowledge and refined methodology limits performance to sub-optimal levels. With time these factors improve and productivity increases exponentially. Adaptive and g

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

Professional from academic institutions, pharmaceutical industries, health care indust

nerative learning, subliminal and subconscious perception and learning all help the author to get better at his or her endeavour.

In conclusion, by really understanding and Mana

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

ging Creativity and Innovation, the Creative Writer is able to produce more quality work, faster.

This topic is covered in depth in the MBA dissertation on Managing Creativity &

.

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

Innovation, which can be purchased (along with a Creativity and Innovation DIY Audit, Good Idea Generator Software and Power Point Presentation) from http://www.managing-creativi

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

Companies that provide selfless information through particip

ty.com

Kal Bishop, MBA

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You are free to reproduce this article as long as no changes are made and the author's name and site URL are retained

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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