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Useful Advices - Influence Mapping - How to Sell to Corporates
Influence Mapping
INTRODUCTION
We have all worked in large organisations and the larger they are, the more a knowledge of the internal politics and unofficial communications systems is of v
INTRODUCTION
We have all worked in large organisations and the larger they are, the more a knowledge of the internal politics and unofficial communications systems is of v
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
alue in surviving and making progress.
For people outside the organisation who are trying to get things done within the organisation, the situation is twice as bad because they not only have to figure out the official
For people outside the organisation who are trying to get things done within the organisation, the situation is twice as bad because they not only have to figure out the official
; 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
ierarchy and communication channels, but also the unofficial ones.
Most good sales people develop an instinct for how to learn the politics of a client organisation, but once they get beyond a certain size it is very d
Most good sales people develop an instinct for how to learn the politics of a client organisation, but once they get beyond a certain size it is very d
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
fficult to be properly effective unless you practically live in the client organisation and this is particularly so if your interaction with the client needs to be of a complex or widespread nature.In the 1960s IBM came
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
up against this problem in a big way in trying to sell their large computer systems into large organisations, where the supply of a new system fundamentally affected dozens of sectors of both the official and unofficial
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
decision making structures.
This is where Influence Mapping was born.
Multi level contact occurs quite naturally between two large organisations that do business together, but IBM was the first to see the value of man
This is where Influence Mapping was born.
Multi level contact occurs quite naturally between two large organisations that do business together, but IBM was the first to see the value of man
ucts have become life saving products for the pharmaceutical companies who doesnt have many innovative molecules in their product pipeline and have been inc
ging and co-ordinating this interaction rather than just letting it happen and of doing a forensic job of mapping how all the interactions and influences worked. In particular they became masters at managing the interfa
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
e between the techies, who understood the product and the management who did not, but had the decision making responsibility.
The legend that "You never get fired for buying IBM" was one of the bits of marketing genius
The legend that "You never get fired for buying IBM" was one of the bits of marketing genius
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
that came out of this and successfully kept other suppliers with better, more innovative and cheaper products out of their market for a long time. Influence mapping is about mapping out the personnel terrain, understand
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
ng its dynamics and most importantly, identifying the key "opinion formers" and planting the seeds with them that will create the image of your supplying organisation that is required. Whether we have the time, patience
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
and dedication to do this in our relationship with any other mega client and whether we can make it worth while is a matter for debate.
THE INFLUENCE MAPPING PROCESS
Defining the Influence Requireme
THE INFLUENCE MAPPING PROCESS
Defining the Influence Requireme
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
nts
As regards a business advice practice for example, we need to write down a set of actions we want the prospect organisation to take, or opinions we want them to have, such as
Feeling that consultancy in gene
As regards a business advice practice for example, we need to write down a set of actions we want the prospect organisation to take, or opinions we want them to have, such as
Feeling that consultancy in gene
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
al is added value to what they do.
Actively recommending us to clients
Recommending us to colleagues
Asking our advice etc
The Organisation Map
We need to build an organisation chart. It needs to show
Actively recommending us to clients
Recommending us to colleagues
Asking our advice etc
The Organisation Map
We need to build an organisation chart. It needs to show
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
ot only who reports to whom, but also what each key person is responsible for and how influential they are in influencing the delivery of our needs as specified in above.
People Classification
We need to classi
People Classification
We need to classi
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
y each individual (or sometimes group of individuals) as to the type of contribution theymake to the influencing and decision making process, in terms of things like
Are they a decision maker?
Or an Influencer?
Are they a decision maker?
Or an Influencer?
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
Or an opinion former?
Or combinations of two or more?
What do they influence the most (in our field of view)
Whom do they influence significantly?
Who are they influenced by?
What formal decision making g
Or combinations of two or more?
What do they influence the most (in our field of view)
Whom do they influence significantly?
Who are they influenced by?
What formal decision making g
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
oup(s) are they in, if any
What opinion forming group(s) are they in
Who are the informal group leaders, or opinion formers in their group
The Network Influence
It is rare that a complete set of everythin
What opinion forming group(s) are they in
Who are the informal group leaders, or opinion formers in their group
The Network Influence
It is rare that a complete set of everythin
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
is assembled at any one time. However, after a reasonable part of the above data is assembled, a pattern will emerge that can be mapped, showing in a dynamic form how decisions are made and influenced, how opinions are
.
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
formed and "nodes" will appear showing where the key people and groups are that influence opinions, decisions and actions
The Strategy
A reasonably coherent network diagram, even if partly complete, will begin
The Strategy
A reasonably coherent network diagram, even if partly complete, will begin
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
o show clearly where and on whom our efforts need to be expended to maximise the result we are looking for, what type of information we need to present to whom and how we have to manage the players with more minor roles
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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