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Without a doubt, the King of Reality TV is Mark Burnett. From Survivor to The Apprentice to The Contender, Mark Burnett has been the man behind some of the most successful shows in history. But how d

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

id he do it? How did this former British Paratrooper become one of the most powerful men in Television.

A big part of Mark Burnett's success can be attributed to his special forces training. In so m

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

Examples of combination products may in

any instances, these men find themselves in situations where all seems lost, but they continue on regardless. This sort of mental toughness and discipline is essential to the entertainment industry,

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

here things will go against you and you most certainly will feel at times like you are ready to give up.

Anyone who has spent time with Mark Burnett can vouch for his intensity and his habit of bein

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

g an eternal optimist. He always feels there is another way and that a failure - no matter how big or small - is simply a stepping stone to success.

He is also an expert in the field of marketing. H

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

Combination pro

knows that an idea is worthless unless it is marketed in the right manner and has worked diligently over the years on his own marketing skills. It is one thing to be a creative genius, but another t

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

o communicate the value of that idea to someone.

Here are 5 elements Mark Burnett considers crucial to his success.

Flexibility. There is a saying in the military "improvise, adapt, overcome," and

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

it is an essential element for success. He understands the best quality any person can have is to be flexible. Things change and you need to handle that. In his words, "flexibility starts with paying

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

attention to the people around you. In selling, the dumb salesperson has one way of presenting ... and only one way. He fails to understand there are different types of people and they all require a

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

different kind of sales approach ... If you're a one-trick pony, you'll end up selling a lot less."

The most successful ideas are new ones. Everyone always remembers the original before the copy. Th

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

re has to be some new element with any idea you come up with. Added to this is the way the idea is communicated. You must understand your market inside and out and exude contagious enthusiasm when ta

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

Following aspects would a

lking about it. If you can't be enthusiastic about your own idea, how can you expect others to show interest?

Keep you and your ideas fresh in their minds. It can take as many as 7 exposures before

dd to the challenges in developing combination products:

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

anyone will buy from you. Burnett advises pitching in person where ever possible as it is so much more powerful than using the phone. Follow up with people diligently and thank them for taking the ti

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

e to meet with you. This personal approach coupled with your enthusiasm and knowledge will make you stand out from all the others out there pitching ideas.

Persistence. There is going to be rejectio

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

n. There are going to be people who don't like you or your idea. It happens. As Mark Burnett says, "my story is as much about failures, as it is about success. Successful people aren't going to close

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

every sale, they aren't going to hear 'yes' every time they suggest an idea. When faced with failure, the successful person will persevere and try not to repeat the same mistake. You can almost alway

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

Professional from academic institutions, pharmaceutical industries, health care indust

s learn something from adversity." In many, many cases, the people who ultimately find success are the ones who refuse to give up. Ever.

Understand the value of having a strong team. Find yourself a

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

core group of people who are dedicated to helping you succeed. Hand pick the best people you can find and reward them for their efforts. "I never go it alone. A leader is only as good as his team. S

.

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

rong people surround themselves with other strong people and keep them there," he says.

Mark Burnett has achieved a great deal, but it is important to remember he had his share of failures between a

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

Companies that provide selfless information through particip

rriving in LA and signing his first deal. We can learn from his approach and pay close attention to the 5 elements he has cited as being instrumental to his success. I know the next Mark Burnett will

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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One of the hard fact in the world of corporate Mergers and Acquisitions is that majority of them fail to deliver the promised value. The returns of the hostile take over are even worse. Most prominent reasons for a merger or acquisition failure are the failure on part of management to incorporate the employees of acquired organization into the new organization. More often than not the sword of retrenchment is always hanging over, resulting in poor performance.

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