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Advice You - Using Stories to Inform and Influence
A quick look at the calendar told Glenn it was almost December. Just a couple more weeks until everyone’s focus at work would be on the Holidays . . . and not the business goals for 2007. He knew how important 2007 was going to be –
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
the stars were aligned such that, if they executed correctly, the business could grow dramatically and benefit all of his team in many ways. But he also knew that unless everyone was involved, engaged and committed to the new efforts
; 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
required to capitalize on these opportunities, the window would pass… and maybe never open up again.
Unfortunately, he didn’t feel like he had been able to get the message across. But it wasn’t because he hadn’t tried.
He had honed
Unfortunately, he didn’t feel like he had been able to get the message across. But it wasn’t because he hadn’t tried.
He had honed
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
his PowerPoint presentation, practiced it and worked through the slides until he thought the presentation was great. When he delivered it the staff seemed interested and paid attention, but he didn’t feel it made any ‘real’ impact. C
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
onversations at the water cooler and the information he was hearing confirmed his fears.
People hadn’t gotten it; they didn’t buy in to it.
He continued to share his message in every way he could think of – putting his PowerPoint sli
People hadn’t gotten it; they didn’t buy in to it.
He continued to share his message in every way he could think of – putting his PowerPoint sli
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
des on the company website, offering to answer questions and more. He even sent an email to everyone reminding them about the opportunities 2007 would provide, coining the phrase, “Shooting Towards Heaven in 2007.”
Even he thought th
Even he thought th
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
is was silly, but he didn’t know what else to do.
All of this weighed on his mind as he walked upstairs to put his seven year old to bed. While Kim could read, she loved hearing her Daddy read, and he loved reading to her. That nigh
All of this weighed on his mind as he walked upstairs to put his seven year old to bed. While Kim could read, she loved hearing her Daddy read, and he loved reading to her. That nigh
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
t they chose one of the mutual favorites – The Little Engine That Could.
He kissed her goodnight and walked downstairs. On the fourth step it hit him.
Stories!
He thought, “If I tried to tell Kim the message of persistence w
He kissed her goodnight and walked downstairs. On the fourth step it hit him.
Stories!
He thought, “If I tried to tell Kim the message of persistence w
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ith five bullet points on a slide, or in an email, or with a slogan alone, she wouldn’t want to keep hearing it. In fact, she’d probably tune me out. But she’ll listen to the story over and over – and she is understanding and believ
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
ing in the value of persistence, just like the Little Engine taught her.”
Glenn went to living room and turned off the TV. He sat thinking and taking notes about the story he could create to help his team understand the opportunities
Glenn went to living room and turned off the TV. He sat thinking and taking notes about the story he could create to help his team understand the opportunities
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
of 2007.
But he was stumped.
So the next morning he called his old friend Susan and asked to have lunch with her. She was only available that day, and since he was desperate, he re-arranged his schedule to meet with her.
He explain
But he was stumped.
So the next morning he called his old friend Susan and asked to have lunch with her. She was only available that day, and since he was desperate, he re-arranged his schedule to meet with her.
He explain
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
ed his situation to Susan, talking about the opportunity, explaining his challenges and more. Susan listened carefully when he was done, she asked, “Did you ever study Aristotle?”
Glenn, startled, answered that he hadn’t really studi
Glenn, startled, answered that he hadn’t really studi
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
ed him, but he knew he was “a really smart Greek guy.” They both laughed at that comment and then Susan said she agreed with Glenn that a story might help him solve his communication and persuasion challenge – and that Aristotle could
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
help.
She explained that Aristotle had, 2500 years ago, laid out the basics of effective persuasive stories:
1. Exodium. Find a way to get people’s attention.
2. Narratio. Pose a problem that the listener is having.
3. Confir
She explained that Aristotle had, 2500 years ago, laid out the basics of effective persuasive stories:
1. Exodium. Find a way to get people’s attention.
2. Narratio. Pose a problem that the listener is having.
3. Confir
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
matio. Pose a possible solution.
4. Peroratio. State the benefits of taking action on this solution.
Glenn tried to take notes on his napkin, but his spelling was awful so he gave up.
Noticing this, Susan smiled and said, “how ab
4. Peroratio. State the benefits of taking action on this solution.
Glenn tried to take notes on his napkin, but his spelling was awful so he gave up.
Noticing this, Susan smiled and said, “how ab
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
out I share Aristotle’s ideas in English?”
Glenn was grateful and did take notes as Susan explained a bit more about what she meant.
Glenn’s Notes
When their lunch and conversation was over, Glenn thanked Susan and reviewed h
Glenn was grateful and did take notes as Susan explained a bit more about what she meant.
Glenn’s Notes
When their lunch and conversation was over, Glenn thanked Susan and reviewed h
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
is notes. He knew that now he had a game plan for helping people see what 2007 could mean to the business… and to them. He notes read:
Basic Informational Story Principles
• Grab Attention
- Make it real
- Make it personal
-
Basic Informational Story Principles
• Grab Attention
- Make it real
- Make it personal
-
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
Help them understand
- Maybe start with a question
• Create a desire to resolve the situation
- Create the problem
- Peril, risk – the elements of any good movie, translated to your situation
- Help people identify with the
- Maybe start with a question
• Create a desire to resolve the situation
- Create the problem
- Peril, risk – the elements of any good movie, translated to your situation
- Help people identify with the
.
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
story, whether the story is directly or indirectly about them
• Offer a solution
- How it was solved in the story
• Explain how to get that solution
- Make it attainable
- Share steps
- Help the listener to discover the sol
• Offer a solution
- How it was solved in the story
• Explain how to get that solution
- Make it attainable
- Share steps
- Help the listener to discover the sol
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
ution
Glenn is currently crafting his story. Time will tell how successful he will be, but he is confident that if he builds the right story, he’ll get the results he wants.
Who do you need to persuade?
What story can you tell them
Glenn is currently crafting his story. Time will tell how successful he will be, but he is confident that if he builds the right story, he’ll get the results he wants.
Who do you need to persuade?
What story can you tell them
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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