Main Subject - Business

In my live complaint resolution seminars, I demonstrate the martial art Aikido and offer it as a strategy for diffusing anger. I began teaching this unconventional approach to managing conflict after having my breath taken away as I watched Steven Segal

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

effortlessly defeat his opponents without violence or aggression in half a dozen of his movies. Aikido is a nonviolent martial art that never meets force with force and can be applied to conflict situations with demanding, irate or unreasonable custome

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

Examples of combination products may in

rs. (I’ve personally applied Aikido to situations with customers, employees and co-workers.) Using the principles of Aikido, you too can diffuse anger and demonstrate amazing control over all aspects of verbal attacks.

People using “verbal aikido” can

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

respond to heated situations directly and assertively without being pulled into the drama of the battle and they can lay the foundation for win-win resolutions that maintain the customer’s loyalty – even with angry customers. Here are 7 Aikido principle

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

that will help you more effectively respond to anger.

1. An Aikidoist strategically calms down the attack. This is done by both the use of relaxed body posture and open hands. Verbal attacks from irate customers also need the same calming st

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

Combination pro

rategy. In Aikido, the master will step aside rather than confront the attack. This takes the power and speed out of the attack and allows the master to stay centered and calm. When you respond to your customer with “Clearly, we’ve upset you and getting

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

to the bottom of this is just as important to me as it is to you.” anger begins to dissipate. You’ve addressed the anger directly and non defensively and you haven’t been pulled into the drama of the attack.

2. Aikido never meets force with force.

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

In fact, there are no direct attacks and very little striking or kicking. When dealing with angry customers it is natural to respond to an attack with an attack. If the customer yells, we escalate our voice. When the attack gets personal, we becom

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

e defensive and less willing to work with the customer. While we may feel justified in launching our attack because we’ve been attacked, we must realize that a defensive (forceful) response only escalates the original problem. Let’s learn from the Aikid

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

o masters and not attack back defensively. Instead, we will respond carefully and strategically.

3. Aikido emphasizes quick, decisive movements that are designed to use the attacker's force against him. This is done through evasive movements,

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

body shifting, and leverage. Taking this to a verbal level, you’d take a customer’s intensity and sense of urgency and use that to your advantage with a reply like: “No question, we’ve messed up. Getting to the bottom of this is just as important to me

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

Following aspects would a

as it is to you.” Instead of letting the customer’s intimidation tactics negatively impact you, you turn that energy back at the customer by pacing his actions.

4. Aikidoists blend with their opponent’s energy. In Aikido, this looks as if you

dd to the challenges in developing combination products:

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

move toward your opponent and then change places with them. In a verbal attack, blending with your customer is finding common ground with the customer. You can blend with your angry customer by listening with a sincere intent to understand their pain,

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

frustration and needs and then responding with empathy. The knowledge you gain from listening to your customer becomes your force and positions you to redirect the energy in a productive direction. Once you’ve blended with the customer, that is, once yo

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

truly understand the customer’s situation, the attack can be neutralized and redirected.

5. Aikido students learn to turn with their opponent’s force and let that force go past them. When we respond to angry customers in this way, we’re able

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

to keep our cool when customers get hot. We don’t get caught up in the emotion of anger. Instead, we allow the customer to express his feelings and we don’t take comments personally and we don’t allow our feelings (anger, rejection, offense) to control

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

Professional from academic institutions, pharmaceutical industries, health care indust

our responses.

6. An Aikido Master never seeks to kill his opposition. When we transfer this principle to customer service situations, we realize that our goal is to never hang up on a customer, blow a customer off, or “fire” a difficult custo

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

er. Our goal is to find more diplomatic ways to communicate and reach win win resolutions.

7. In Aikido, all opponents are considered partners. Think of your angry customer as your partner and let this mindset direct you to use interactive dia

.

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

logue to work with your customer to solve the problem. Try to not resist or coerce your “partner.” Work with your partner, talk with your partner, and seek solutions that benefit the customer and the company.

Applying the principles of Aikido to diffic

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

Companies that provide selfless information through particip

ult situations with unhappy customers allows you to maintain composure and control, and effectively diffuse anger. The next time you’re faced with a difficult customer, why not go Steven Segal…you’ll have fun and you’ll be amazed how effective you’ll be

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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