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Main Subject - Four Words To Make Your Business Communication More Persuasive
If you are interested in creating persuasive marketing material and convincing business presentations, check out these words from a poem written more than 100 years ago.
“I keep six honest se
“I keep six honest se
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
rving-men
(They taught me all I knew);
Their names are What and Why and When
And How and Where and Who.”
Recent academic research has shown that Rudyard Kipling, who wrote the
(They taught me all I knew);
Their names are What and Why and When
And How and Where and Who.”
Recent academic research has shown that Rudyard Kipling, who wrote the
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
poem, is more than just a master of pretty words. It demonstrates that the formula for effective business communication is almost exactly the same.
After studying the learning style of diff
After studying the learning style of diff
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
erent people for more than 25 years, educationalist Bernice McCarthy developed the 4MAT® teaching system to reflect the four different types of learning style that she identified.
The system
The system
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
orks just as well for communication and marketing.
In brief, it splits people into four types:
• ‘Why’ people – need reasons and relevance before they will listen
• ‘What’ people –
In brief, it splits people into four types:
• ‘Why’ people – need reasons and relevance before they will listen
• ‘What’ people –
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
information junkies; want to know all the facts
• ‘How’ people – pragmatic and practical; they seek usability
• ‘What If’ people – visionary, interested in the future possibilitie
• ‘How’ people – pragmatic and practical; they seek usability
• ‘What If’ people – visionary, interested in the future possibilitie
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
s
Most of us have elements of all four types but usually one of the four ‘buttons’ is particularly ‘hot’.
For example, you can provide a ‘why’ person with all of the facts you like but they
Most of us have elements of all four types but usually one of the four ‘buttons’ is particularly ‘hot’.
For example, you can provide a ‘why’ person with all of the facts you like but they
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
will not even listen unless you satisfy their ‘why’ first.
If you are giving a presentation or writing a marketing leaflet, the only safe assumption is that your audience will contain people
If you are giving a presentation or writing a marketing leaflet, the only safe assumption is that your audience will contain people
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
f all four types.
And that’s where most marketing messages fail – they don’t pay enough attention to all four buttons.
Most often communication misses out the crucial first button – giving p
And that’s where most marketing messages fail – they don’t pay enough attention to all four buttons.
Most often communication misses out the crucial first button – giving p
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
eople a good reason ‘why’ they should pay attention. If you don’t hit that one, many in your audience won’t even listen to what you have to say.
Typically people rush straight in to the fact
Typically people rush straight in to the fact
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
s, the features – the ‘what’ part. While this is important, it is not enough on its own.
And, often, messages are stuffed full of information but don't make clear how it can be put to practi
And, often, messages are stuffed full of information but don't make clear how it can be put to practi
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
cal use.
So, whether you are writing a 200 word letter or a 60 minute presentation, try taking a piece of paper, splitting it into four quadrants and answering these four questions.
• Why sh
So, whether you are writing a 200 word letter or a 60 minute presentation, try taking a piece of paper, splitting it into four quadrants and answering these four questions.
• Why sh
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
uld my audience be interested in this message?
• What information and facts do they need to make a decision about what I am saying?
• How will they use this information – what do t
• What information and facts do they need to make a decision about what I am saying?
• How will they use this information – what do t
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
hey need to do next?
• What will happen in the future if they do or don’t take my advice?
Then use that information to write your letter or brochure or deliver your presentation.
The ti
• What will happen in the future if they do or don’t take my advice?
Then use that information to write your letter or brochure or deliver your presentation.
The ti
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
me needed for each segment will vary depending on your purpose but remember to give adequate time to all four – and cover them in the above order.
Cover ‘why’ as early as possible and make it
Cover ‘why’ as early as possible and make it
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
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
powerful. Then give them the information they need but make sure you explain 'how' they can make it work. And finally, give a vivid picture of what will happen if they do (or don't) follow
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
our advice.
And, while you use this scientifically-proven system for persuasion, don’t forget Mr Kipling’s other honest serving men – you need to think about 'who' your audience is and tailor
And, while you use this scientifically-proven system for persuasion, don’t forget Mr Kipling’s other honest serving men – you need to think about 'who' your audience is and tailor
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
the message to them; and you need to consider 'when' and 'where' to deliver it to get maximum impact.
If you choose not to hit the four hot buttons, your message will miss a large chunk of y
If you choose not to hit the four hot buttons, your message will miss a large chunk of y
.
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
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
our potential audience and you will lose out on many possible customers.
Or you can choose to use it as the basis for crafting your marketing messages and see how much easier it becomes to cr
Or you can choose to use it as the basis for crafting your marketing messages and see how much easier it becomes to cr
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
eate powerful marketing material and to deliver persuasive presentations.
Then, as your marketing message hits the mark with a much bigger audience, just watch as your business begins to grow
Then, as your marketing message hits the mark with a much bigger audience, just watch as your business begins to grow
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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