Advice You - Business

I recently had the experience of sitting for Jury Duty. Rather than bemoan my fate, I decided to see what the trial attorneys (AKA "Profes

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

sional Persuaders") could teach me about persuasion.

In a nutshell, it was a civil case – a traffic accident allegedly resulting in an in

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

Examples of combination products may in

ury.

The Plaintiff's attorneys tried to tug at our heartstrings. The "victim's" parents were in the court every day, and they were consta

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

tly portrayed as a close, loving family. When the Mother took the stand, we were told of how her daughter had suffered as a result of her

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

injury. She couldn't pick up her children. Her first Thanksgiving in her own home, she couldn't put the turkey in the oven. She couldn't w

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

Combination pro

ap Christmas presents.

And, in what clinched the case, the mother tearfully recounted how her daughter had to tell her young children 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

tay away from Mommie because her wrist was hurt, and they might hurt it worse.

As I said, it clinched the case – for the Defense. It was

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

too much, and it was fake.

First of all, the "victim" had one child still in diapers. If she couldn't wrap presents, how'd she change the

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

poopies? How'd she dress them every day? And what kind of "loving mother" tells her children they'll injure her when she's in a hard cast?

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

(When I had major surgery two years ago, I went out of my way to make it possible for my youngest son to climb on me without hurting me. I

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

can be done.)

The jury had a visceral reaction to the Mother's testimony. When it actually came time to deliberate, instead of debating

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

Following aspects would a

we spent our time railing on the absurdity of it all.

There were facts, of course, to back up our emotional reaction. The Defense attorne

dd to the challenges in developing combination products:

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

presented them very logically, without all the tears and emotional theatrics. We used them, however, to justify the decision we'd already

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

made with our gut: This girl was lying.

Sound familiar?

Application: People buy on emotion, and justify that purchase with logic. But th

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

e thing is, people also can see right through insincerity. My fellow jury members were surprised when we discovered we'd all come to the s

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

me opinion, and no deliberations were necessary. We each thought we'd been the only one to see through the Plaintiff's story, but in reali

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

Professional from academic institutions, pharmaceutical industries, health care indust

y we all had.

You cannot fake emotion and sell your product or service. People will know it immediately – and they'll hate you for it. Wh

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

ether you believe it or not, your prospects will see through you.

You see, the truth matters. And it will come out. If you're lying to yo

.

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

r prospect, she'll sense it. So the only way to be successful is to have the truth on your side – a product or service that will genuinely

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

Companies that provide selfless information through particip

improve her life in one way or another.

Then you can sincerely connect with your prospects emotions and convince her to purchase from you

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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