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"Imagination is more important than knowledge. For knowledge is limited to all we now know and understand, while imagination embraces the entire world, and all there ever will be to know and under

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

stand."

Albert Einstein, Physicist, 1879-1955

This one quote alone is a pretty compelling reason to learn how to turn our imaginative genius loose.

All of us have a fairly vivid imagination

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

Examples of combination products may in

but unfortunately, we do not control it. It controls us. It runs willy-nilly on its own, painting pictures in our minds of things that we do NOT want to materialize.

What's even more alarming is

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

the fact that the same reel of pictures keeps playing over and over again. There are statistics that indicate that of the many thousands of thoughts that we have in the course of a single day, 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

vast majority of them are the same old, tired out, uninspired thoughts that we had earlier in the day, and the day before, and the day before that, ad nauseum.

Here are some simple visualization exerc

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

Combination pro

ses that will help you train your imagination to flex its muscles. You can perform these anytime, anywhere, and in just a matter of seconds.

Exercise 1 - Color Me Beautiful

Focus on any obj

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

ect in your immediate vicinity. Mentally change its color. Some people try to be too literal-minded about this and claim that they cannot “see” the different color. Just get a flashing “sense” of

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

t being this different color. That’s all that is needed.

Run through several colors in rapid succession. Change the finish from a high gloss to a matte finish. Make it fuzzy. Make it wet. You c

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

n graduate to seeing multi-colored patterns: plaids, stripes, polka dots, animal prints, etc.

Exercise 2 – Bend Me, Shape Me, Any Way You Want Me

Once again focus on any object. Increase its si

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

ze, more, more, even more. Now shrink it back again. Make it so tiny that it all but disappears. Make it fat and puffy and then skinny and sunken. Pull it like taffy and make it stretch and twi

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

t and bend and fold. Now turn the object inside out.

Again, you do not need to “see” every single detail. The idea is simply to get your imagination to come out and play. You want it to break free

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

Following aspects would a

of its well-worn, literal rut, and more importantly, you want to get comfortable seeing things that are not yet in your physical world. Let’s do one more…

Exercise 3 – Mental Aroma Therapy

Ou

dd to the challenges in developing combination products:

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

r sense of smell is by far the strongest sense that we have. A single aroma is enough to unleash a flood of vivid memories. Also, olfactory sensations are the first ones to reach the brain. So no

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

only does smell provide a powerful link to our recall. It can also serve to stimulate and excite our imagination.

This exercise consists of simply “recalling” certain odors that are most pleasant

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

o you. What aromas make you feel calm? Smell them now. What scents make you feel powerful? Train yourself to mentally whiff that scent when you’re feeling small.

Think of smells that make you fee

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

l confident, free, intelligent, rich, kind, playful, or anything else that occurs to you.

As you go through different odors that cause you to experience these pleasurable sensations, take note of wh

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

Professional from academic institutions, pharmaceutical industries, health care indust

t pictures each aroma conjures up for you. What aspect of these mental scenes pleases you most? (This is a great way to engage your mind during lost, odd moments.)

These pictures and odors should

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

e remembered and incorporated into visualizing your goals. The point of these exercises is to get your logical mind to loosen up, to release its choke hold on your creative spirit.

Why is this so i

.

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

mportant? Because the fastest, most efficient way to achieve any goal is to SEE it in our mind's eye. We are to act, feel and give heartfelt thanks as if it were already a done deal. Some authors

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

Companies that provide selfless information through particip

all this "Thinking from the end."

Giving our imaginations a workout will help us accomplish this.

"Logic will get you from A to B. Imagination will take you everywhere." Albert Einstein

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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