Useful Advices - Business

Just like anything in life, there is an art an a science. In this article I outline the step by step science to using dissonance effectively. Take the material I teach you and use your art to apply the most effective method

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

in a given situation.

Step One: Get a Commitment

You can create or reveal commitments in your prospects by ensuring that the commitments are public, affirmative, voluntary, and effortful (PAVE).

P

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

Examples of combination products may in

ublic

Make your prospect's stand as public as possible. Get a written commitment and make that written commitment public. Involve family and friends in the proposed action. Engage your customer in a public handshake

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

o seal the deal in front of other employees and customers.

Affirmative

You want to get as many "yes" answers as possible because yeses develop consistency within the person that will carry over into your maj

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

or request. This technique reduces dissonance and makes it easier for prospects to say yes to your final proposal. Even if it is a watered-down, easy request, getting a yes to any request makes it easier to evoke the same resp

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

Combination pro

nse down the road. Close with a series of questions--ideally six--that all end with a yes. Desire increases with each yes, and decreases with each no. Every time we say yes to a benefit, our desire goes up.

Voluntary

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

When getting commitments, start small and build up to larger commitments later. You cannot force commitments. Long-term approval has to feel like it comes from your prospects' own will, something they want to do or

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

ay. They have to volunteer to test drive the car, write on the contract, or request more information. When they make a commitment, you can make the action more voluntary and solidify the commitment by saying things like, "Are

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

you serious? Do you really mean that? You're not just pulling my leg, are you?"

Effortful

The more effortful and public the commitment is, the more commitment it will create down the line. The more effort yo

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

r prospects exert in making the commitment, the more it seals the deal. You don't want to ask a prospect to do something extreme but you do want them to exert extra effort.

Remember the car dealer example? Car dealers often o

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

ffer a great deal on a car just to get people in the lot. The prospect then makes a commitment to come in and look at the car only to find that it's already been sold. Already committed to being there, they browse the lot and

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

Following aspects would a

find another car they like. They then start to fill out the paperwork, talking terms and completing forms. These are all small effortful commitments that later lead to full commitment. Many times, the car dealer will continue

dd to the challenges in developing combination products:

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

btaining these small commitments only to come back and say he can only give $2,000 for the trade in instead of $2,500 like he promised. At this point, the buyer has exerted so much effort and has created so many small commitme

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

nts that the extra $500 won't break the deal.

Step Two: Create Dissonance

Once you have the commitment, you can create the dissonance. You create that dissonance or imbalance by showing your prospects they h

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

ve not kept or are not keeping their commitment. For example, "You said you needed this right away. Why do you have to think it over and come back tomorrow?" The person's self-image is squeezed from both sides by consistency 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

ressures. The prospect feels great internal pressure to bring self-image in line with action. At the same time, there is pressure from the outside to adjust this image according to the way others perceive us.

Step Thr

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

Professional from academic institutions, pharmaceutical industries, health care indust

e: Offer a Solution

As a Master Persuader, whenever you create dissonance, you always need to offer a way out. You need to show, prove, or explain how your product or service can reduce the dissonance your prospect

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

feels. For example, "If you donate right now, we can continue to feed the homeless children in Africa."

Keep in mind that the final solution or major request is what you ultimately want to accomplish. You prepare your whole p

.

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

rsuasive presentation around the moment when you will ask for that major request. Once your prospects accept the solution, they have convinced themselves that they made the right and only choice. As a result, they feel great a

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

Companies that provide selfless information through particip

bout their decision. This makes the cognitive dissonance disappear. The decision was their personal choice and they have solved the dilemma in their own minds. They know exactly what to do. The solution is your call to action

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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