Useful Advices - Business

A film-developing company thrived on the Law of Obligation. They would send a roll of film in the mail along with a letter explaining that the film was a free gift. The letter then outlined how the recipient sh

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

ould return the film to their company to be processed. Even though a number of local stores could process the film at a far lower price, most people ended up sending it to the company that had sent them the fil

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

Examples of combination products may in

m.

The technique worked because the company's "pre-giving" incurred a sense of obligation to repay the favor. We often see this method at work when companies give out complimentary calendars, business pens, T-

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

hirts, or mugs.

The same principle applies when you go to the grocery store and see those alluring sample tables. It is hard to take a free sample and then walk away without at least pretending to be intereste

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 in the product. Some individuals, as a means of assuaging their indebtedness, have learned to take the sample and walk off without making eye contact. Some have taken so many samples, they no longer feel an o

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

Combination pro

ligation to buy or even pretend they're interested in the products anymore.

Still, the technique works, so much so that it has been expanded to furniture and audio/video stores, which offer free pizza, hot dog

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, and soft drinks to get you into the store and create instant obligation.

Pre-giving is effective because it makes us feel like we have to return the favor. Greenburg said this feeling of discomfort is creat

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

ed because the favor threatens our independence. The more indebted we feel, the more motivated we are to eliminate the debt. An interesting report from the Disabled American Veterans Organization revealed that

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

heir usual 18 percent donation response rate nearly doubled when the mailing included a small, free gift

In a local clothing store, the sales staff are trained to ask customers whether they want to have their

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

suit jackets pressed at no charge while they are shopping. Of course, hardly anyone ever refuses. While they wait on their jackets, they naturally have to spend more time in the store, whereby they occupy thems

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

lves by checking out all the merchandise. Because the store is pressing their jackets, the customers feel more indebted to buy. Moreover, when they do decide to buy something, they are more likely to buy it fro

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

Following aspects would a

m the salesperson who pressed their jacket

Another study found that survey takers could increase physician response to a long questionnaire if they paid the physicians first. When a $20 check was sent along wi

dd to the challenges in developing combination products:

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

th the questionnaire, 78 percent of the physicians filled it out and sent it back. When the $20 check was promised to arrive after the questionnaire was completed and sent in, only 66 percent followed through.

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

he pre-giving incentive increased the sense of obligation. Another interesting result of the study was this: Of the physicians who received the $20 check in the initial mailing but did not fill out the question

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

naire, only 26 percent cashed the check. Of the physicians receiving the $20 check who did fill out the questionnaire, 95 percent cashed the check!

This demonstrates that the Law of Obligation works conversely

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 well. The fact that many of the physicians who did not fill out the questionnaire also did not cash their checks may be interpreted as a sign of their psychological and emotional discomfort at accepting a f

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

Professional from academic institutions, pharmaceutical industries, health care indust

avor that they were not going to return. If they cashed the checks, they would have to cope with their indebtedness by complying and filling out the questionnaire. Rather than take on that uncomfortable sense o

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

f obligation or indebtedness, it was easier to sacrifice the benefit of gaining $20 altogether.

The Law of Obligation also presents itself in the following situations:

* Taking a potential client out t

.

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

dinner or to play golf
* Offering free tire rotation or fluid fill-up between services
* Someone washing your car windows at a stoplight whether you want them to or not
* Generating

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

Companies that provide selfless information through particip

money at "free" car washes by asking for a donation after the service is rendered
* A carpet cleaner offering to clean your couch for free

How can you apply the Law of Obligation to your industry

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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