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Useful Advices - Influence Management - Your Fast Track to Greater Impact - Part 3
In Parts 1 and 2 of this article series, we examined four points of influence, including the word w“Because,” Reciprocity, Contrast, and Pointing out the Negatives, and what you can do as a business leader to use them to your advantage. The points o
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
f influence outlined in this conclusion to the series are Consistency and Association.
Consistency
When an individual takes a position, he or she will defend their belief whether it is right or wrong. Have you ever been in an argument with somebod
Consistency
When an individual takes a position, he or she will defend their belief whether it is right or wrong. Have you ever been in an argument with somebod
; 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
here after a while it just matters that you win the argument not what the argument was about in the first place? That’s an example of consistency, and here are a few more.
During the Korean War, American POWs who were in Chinese Communist detention
During the Korean War, American POWs who were in Chinese Communist detention
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
camps were asked by their captors in discussion groups to make very mild anti-American statements - statements as mild as “the United States isn’t perfect.” It was hard to disagree with. Nobody’s perfect and the United States isn’t perfect either, a
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
d that statement seems hardly anti-American. But that was just the beginning. Once the POW made that statement and committed it to writing it was easier for their captors to get them to agree to progressively more powerful statements. Like – “if y
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ou think that the United States isn’t perfect, can you create a list of way that the US isn’t perfect?” They invoked the law of consistency – because once a POW said that the US wasn’t perfect he ought to be able to come up with some reasons why 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
e consistent with what he said before. It’s an extremely powerful impulse and the Communist Chinese were in fact outstanding in exploiting this very human behavioral characteristic.
This phenomenon is known as the “foot in the door technique,” and
This phenomenon is known as the “foot in the door technique,” 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
ts power was demonstrated in the mid-1960’s by Friedman and Frazier. A researcher went door-to-door in a residential California neighborhood and made an outrageous request of homeowners. They knocked on doors and asked if they could place a huge bil
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
board on the front lawn with a public service announcement on it - something like “drive carefully.” Not surprisingly, 83% of the homeowners who were asked said “no.” Surprisingly though, people in another neighborhood had a very different response
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
. In fact, 76% of them agreed to post these big billboards in their yard. The prime reason for their remarkable compliance had something to do with what happened two weeks before when they were asked to make a small commitment to driver safety. A di
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ferent volunteer came to their door and asked them to display a small 3 inch square sign in their window that said “be a safe driver.” It was such a small request that nearly everybody agreed to it. But the effects were so enormous that when the ou
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
rageous request came along 2 weeks later – 76% agreed because of the consistency phenomenon. They would have felt internal conflict by not agreeing to the large request because they had already committed to and taken a stand on the issue in their co
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
pliance with the small request.
Are you seeking small commitments in advance of asking for larger ones? How are you using that in your process – to manage your people, to build relationships, and to close business? How can you get people to agree t
Are you seeking small commitments in advance of asking for larger ones? How are you using that in your process – to manage your people, to build relationships, and to close business? How can you get people to agree 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
o things in principle and then use that to your advantage later?
Association
We tend to like things that are endorsed by those we respect. There has been ample research in this area, as supported by the advertising industry’s love affair with cele
Association
We tend to like things that are endorsed by those we respect. There has been ample research in this area, as supported by the advertising industry’s love affair with cele
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
rity spokespeople. Things like titles, clothing, trappings, and professions are clues we use to determine levels of respect and association. For example, when your doctor prescribes a horrible tasting medicine or one that upsets your stomach, you a
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
e going to comply with their request.
Do you remember when Robert Young (who played Dr. Marcus Welby on TV) was the pitchman for Sanka Coffee? In the ads, he said “I’m not a doctor, but I play one on TV,” and then proceeded to outline the benefits
Do you remember when Robert Young (who played Dr. Marcus Welby on TV) was the pitchman for Sanka Coffee? In the ads, he said “I’m not a doctor, but I play one on TV,” and then proceeded to outline the benefits
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
f drinking decaffeinated coffee. That was the double whammy of Association – a celebrity who also posed as a doctor. How effective do you think those ads were? You can bet – highly effective!
How can you use endorsements of your ideas and proposa
How can you use endorsements of your ideas and proposa
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ls to help earn compliance and agreement? Who can you recruit to endorse your ideas that will have credibility and the power of association with the decision-makers you want to influence?
Points of influence are learned behaviors, and we learn thro
Points of influence are learned behaviors, and we learn thro
.
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
gh repetition and practice. As with most things in life, these ideas are only useful if you take action and do something with them - not next week or next month, but today.
In this 3 article series,
In this 3 article series,
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
e examined six significant points of influence: the word “Because,” Reciprocity, Contrast, Pointing out the Negatives, Consistency, and Association. Pick a few concepts from this group of six and try them out – your results will speak for themselves
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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