Main Subject - Business

Let's play a little fun experiment. Get a friend to stand next to you and without warning, begin pushing against her. What do you expect her reaction to be? Of course! To maintain balance, she

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

'll heave back.

But don't stop there. Push harder, even harder. Observe how she returns exactly the same force (maybe she'll even throw in a slap if you push in the wrong place).

What's the mo

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

Examples of combination products may in

al of the story? Every push merits a counter shove. Newton's third law of thermodynamics eloquently states the principle, "For every force is an equal and opposite force."

In real life negotiat

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

ons, this simple fact is often overlooked to the detriment of both parties. Someone would raise a controversial point to which the rival party disagrees. The opposing team then launches a vigoro

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

s contradiction. In response, the proponent staunchly defends his position. Voices rise and tempers flare. Productivity spirals. If no one has the sense to realize the futility of direct argumen

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

Combination pro

ation, the negotiation ends in a deadlock.

In my seven years of spearheading real estate negotiations for the family company, I've learned one valuable lesson: when presented with a viewpoint 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

posite to yours, NEVER argue right away. You simply invite retaliation. The harder you disagree, the deeper your opponent digs in. This is a battle of egos-- no one desires to be proven wrong!

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

Fortunately, there is a powerful technique that savvy negotiators deploy in order to defuse tension and quickly channel support to their side. Already eager to unleash it? Here's your simple th

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

ee step plan: 1) acknowledge the other party, 2) show partial agreement with their stance, 3) then suavely insert your views. This formidable method allows to to avoid presenting an "opposing

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

orce" which invites retaliation. Master negotiators call this the FEEL, FELT, FOUND Technique. Commit this to memory and you can easily and naturally recover from any objection or argument!

Let

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

s see how this technique allows you to defuse any tension:

CASE ONE:

Buyer: I don't think I'll take your product. Your price is too high

You: I can understand exactly how you FEEL because o

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

Following aspects would a

hers have FELT exactly the same way. But you know what they've FOUND? We offer the widest array of free after-market support and unparalleled warranties. They keep coming back, as I'm confident

dd to the challenges in developing combination products:

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

ou will.

CASE TWO:

Buyer: We've heard disturbing rumors that your company cannot deliver supplies on time. For us, timely delivery is mission critical. How can we do business with you if this

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

is the case?

You: I understand your concern because I've heard that rumor before as well and our other clients FELT the same way. You must understand that we've long resolved that issue by exp

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

anding our supply network with a fleet of new Boeing 747's. Today, we've already garnered the business of fifteen Fortune 500 companies. They've FOUND our services incomparable.

CASE THREE:

Bu

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

er: There is no way the Board of Directors will authorize the release of $3M for building materials that your competitor can supply for $2.8M

You: I understand how you FEEL about cutting your

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

Professional from academic institutions, pharmaceutical industries, health care indust

costs. All our other buyers FELT the same way. But here's what they FOUND: our materials are class triple A and boast a lifespan three times that of any other building material on the market. I

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

its longevity and quality you want, we have the best products for you. I'm fully aware that your company has an image of prestige and quality to maintain. With us, we can readily help you provi

.

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

e your customers the best.

Observe how the FEEL FELT FOUND technique quickly defuses the potential for disagreement. As you stop and realize it now, the technique is very much akin to verbal

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

Companies that provide selfless information through particip

ikido: you gently take your client's argument, nullify it through acknowledgment, and quickly turn it inside out with your counterpoints. He'll never know what hit him as he signs your contract

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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