Useful Advices - Business

Linguistic Giveaways!

We experience the world only through our senses. If we didn’t see, hear, taste, smell, touch or feel any physical sensation, we would have 100% sensory deprivation and would have no experience of the world whatsoever. In fact we wo

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

uld probably die, because there would be no physical feedback telling our brain to make our heart beat with a certain rhythm, or telling our lungs that they needed to fill.

So for us, “reality” is based firmly on what our physical senses tell us because we can o

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

Examples of combination products may in

ly know the world through the senses we use to experience it. Whenever we attempt to describe our reality (ie communicate, even to ourselves) we display the senses we have used to process our experience, via the very words we select.

These words are called pred

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

cates, and are the linguistic cues which alert us to which representational system someone is using. It can be most helpful to recognise and pace these in order to build and maintain rapport, and in fact if you do not pace these you may find your client or colle

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

gue has difficulty in trusting you or even understanding you.

Take a look at the lists of predicates below and notice how easily you can now understand how language betrays someone’s internal processing!

Visual Predicates: see, look, appear, view, show,

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

Combination pro

illuminate, clear, focus, imagine, picture, catch a glimpse of, dim view, get a perspective on, eye to eye, in light of, make a scene, mind's eye, pretty as a picture, showing off, take a peek, well defined, vivid clarity

Auditory Predicates: hear, listen

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

sound, make music, tell, harmonise, tune in/out, be all ears, rings a bell, silence, resonate, deaf, overtones, attune, outspoken, clear as a bell, call on, clearly expressed, describe in detail, earful, give me your ear, word for word, orchestrate

Kinaesthe

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

ic Predicates: feel, touch, grasp, get hold of, slip through, catch on, tap into, make contact, throw out, turn around, hard, concrete, get a handle on, touch base, boils down to, come to grips with, connect with, cool/calm/collected, firm foundations, get a

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

oad of this, get in touch with, slipped my mind, hand in hand

You might also from time to time hear some predicates which could be described as gustatory or olfactory: yummy, leaves a bad taste, tasteful, tasteless, stinks, soft buttery fabric, peachy! Most NL

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

Pers tend to lump these together with kinaesthetic predicates.

Some words don’t seem to be attributable to any particular representational system: consider, think about, believe, calculate etc. This type of language is often used in technical or academic repor

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

ing and is considered to be “auditory digital”.

Clash of the Predicates

Because we generally have a preference for using one particular sensory system to process our “reality” it logically follows that our language predicates will be from that same senso

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

Following aspects would a

y system. Thus someone might have a preponderance of visual predicates, while someone else might have mostly auditory predicates.

If we fail to recognise that, and fail to adapt our own language to suit the person we’re communicating with, we risk not being und

dd to the challenges in developing combination products:

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

rstood, but more importantly, we risk that person feeling that we don’t understand them!

Check this scenario:

Customer: I can see difficulties with this. I just can’t picture it working.

Salesperson: Let's walk through the specifications again and maybe you

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

can get a better handle on the way it would work.

Compared with this scenario:

Customer: I can see difficulties with this. I just can’t picture it working.

Salesperson: Let’s take a look at the specifications again and see if we can get some clarity on h

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

w it would look to you if it did work.

The following exercises are designed to help build an awareness of the language predicates that people use, as well as a high level of skill in adapting your own language to theirs.

Exercise - Heightened Awareness of P

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

edicates and Breathing Cues

Breathing cues can alert us to the type of sensory representational systems (V, A, K: visual, auditory, kinaesthetic) a person is using. When a person is breathing high in the chest (see shoulders moving) then they may be process

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

Professional from academic institutions, pharmaceutical industries, health care indust

ng pictorially. When a person is breathing mid chest (abdomen not moving) they may be processing auditorially. When a person is breathing fully (abdomen moving in and out) they may be processing kinaesthetically.

In groups of 3 or more, A talks to B about a si

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

tuation, and every time A uses a predicate, B raises his/her hand, breathes in a V, A or K way, and names the word to which he/she was responding and which representational system he/she was modelling. C observes and comments on accuracy.

Exercise - Gaining

.

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

Facility in Switching to Other People’s Language

In writing, describe the same sales proposal 3 times, using first visual, then auditory, then kinaesthetic predicates. Take about 4 lines of writing each time.

What sensory preference do you think you have?

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

Companies that provide selfless information through particip

Hint: In the sentence work above, one of the sentences may have seemed very easy, and the others more difficult.

Be more aware of your clients’ language, and adapt your own appropriately, and you’ll greatly influence the quality of the connections that you make

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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Useful Advices - Watch Your Language or You'll Be Watching Your Customers' Backs as They Walk Away!

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