Main Subject - Business

Intrigued?

Suspicious?

Don't worry, I'm not about to suggest any mind control techniques!

In fact, I'm going to suggest something quite the opposite

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

. But first, let me explain why this article is about "getting people to give you what you want."

Well, the truth is, no matter what you do for a livi

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

Examples of combination products may in

g - whether you're self-employed, run a business, manage people or work for someone else -- you need OTHER PEOPLE'S HELP to get ahead.

Whether it's ge

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

tting customers to buy, managers to promote you or give you a pay rise, colleagues to help you... much of your success -- however you define it -- depe

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

ds on persuading people to give you what you want.

So how do you do it?

You know what I'm about to say, right?

Yes, that's right: to get others to g

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

Combination pro

ive you what you want, you must first give them what THEY want.

But within that simple statement are some critical distinctions.

Firstly, you need to

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

find out what that someone else REALLY wants. This may or may not be obvious... and it may not be what they say they want!

Here's a clue: focus on the

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

BENEFIT they're seeking, rather than the MEANS by which they think they'll get that benefit. In many cases, a different means is just as (if not more)

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

effective to delivering the benefit they want.

Which is just as well, because you may only be able to deliver the benefit through an alternative means

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

.

Your next "task" is to identify whether you can -- and are willing -- to provide what this person wants. Will the "cost" of you providing it be too

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

uch (greater than the benefit you'll gain)?

Or is it no sweat at all?

Finally, you need to be able to COMMUNICATE to the other person that if they gi

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

Following aspects would a

e you what you want, you'll give them what they want.

This "persuasive communication" (otherwise known as good, old-fashioned SELLING) firstly require

dd to the challenges in developing combination products:

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

s you to communicate in a way that the person UNDERSTANDS. (NOT how you "think" they'll understand.)

So you need to use the language they understand b

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

st -- not just in terms of "speaking language", but also in terms of using sensory cues (e.g. diagrams, sounds, etc), and explanatory "techniques" (e.g

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

. stories, examples, etc) that appeal to them.

Secondly, you need to be PERSUASIVE. This involves appealing to the person's emotional triggers, motiva

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

ions, beliefs, attitudes, values and sense of logic.

A lot of selling and negotiation training programs focus on "persuasion." And rightly so. But you

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

Professional from academic institutions, pharmaceutical industries, health care indust

can probably see that YOU'LL ONLY BE PERSUASIVE if:

-- You know what the person really wants;
-- You can (and are willing to) give it to them; a

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

d
-- You communicate clearly (so they understand).

So that's all there is to getting people to give you what you want!

Okay, okay, I never said

.

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

it was easy ;-) But it is effective -- you just need to patiently and diligently discover what your "prospect" truly wants; decide that you can and wil

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

Companies that provide selfless information through particip

provide this to them; and communicate that you will give them what they want if they give you what you want through clear and persuasive communication

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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