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Advice You - Business Persuasion - 4 Keys to Influencing Groups
Think for a minute about how you typically go about persuading.
If you're like most people you emphasize facts and the strengths of your argument. You assume that a powerful, logical "pitch" will win people over to your way of thinki
If you're like most people you emphasize facts and the strengths of your argument. You assume that a powerful, logical "pitch" will win people over to your way of thinki
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
ng.
The reality is that this approach isn't likely to win people over at all. When it comes to influencing people in your organization, simply making them aware of your message and the logic behind it isn't enough.
Sure, you can for
The reality is that this approach isn't likely to win people over at all. When it comes to influencing people in your organization, simply making them aware of your message and the logic behind it isn't enough.
Sure, you can for
; 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
ce people to go along... for a time. But to paraphrase Vince Lombardi, true leadership involves not only the ability to direct people, but the ability to have them embrace your direction.
So how do you get people to willingly, even e
So how do you get people to willingly, even e
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
nthusiastically, accept your ideas? The key is to present a picture that resonates with their emotions and their desires for the future. To do this, you need to recognize that persuasion isn't a one-shot deal, it's a multi-step proces
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
. The more attention you pay to each step, the more likely you are to reach your desired outcome.
Build Your Foundation
Before you can effectively persuade, you need a foundation of trust. While credibility doesn't guarantee
Build Your Foundation
Before you can effectively persuade, you need a foundation of trust. While credibility doesn't guarantee
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
you'll convince anyone, without it, you're doomed from the start.
First, you must have expertise credibility. You either have the qualifications that inspire people to have faith in your judgment, or you need to bring in experts 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
support you.
Second, you need relationship credibility. People need to trust your motivations and feel confident that you'll keep your word. The more exposure they have to you, and the more you show interest in their concerns, the m
Second, you need relationship credibility. People need to trust your motivations and feel confident that you'll keep your word. The more exposure they have to you, and the more you show interest in their concerns, the m
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
re likely you are to build trust. With a small organization, you can accomplish this through one-on-one contact. To influence a bigger group, you'll need to rely on forums and other large-scale approaches.
Canvass
People won'
Canvass
People won'
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
t accept you as an authority on where they need to go, unless they believe you're an authority on where they currently are. As you build trust with people, you'll find it much easier to get a candid understanding of their perspectives
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
.
Canvassing is a series of interactions that gives you a clear picture of people's current views and an understanding of their goals and aspirations. There are a number of approaches you can use depending on the size of your organiz
Canvassing is a series of interactions that gives you a clear picture of people's current views and an understanding of their goals and aspirations. There are a number of approaches you can use depending on the size of your organiz
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
tion. Keep in mind that, regardless how you canvas, the process should give you an opportunity to gain valuable information and build credibility at the same time.
A classic example of successful canvassing on a massive scale was "Va
A classic example of successful canvassing on a massive scale was "Va
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
luesJam," the 3 day forum conducted over IBM's corporate intranet in July 2003. Through this forum, CEO Sam Palmisano pieced together a picture of how IBM employees at all levels felt about the current values and future direction of t
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
he company. This approach not only provided Palmisano with information, but strengthened his credibility in the process. Both were critical factors in his ability to effectively influence IBM's global workforce.
Fly a Trial Balloo
Fly a Trial Balloo
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
n
Once you have a good idea of people's perspectives, it's time to fly a trial balloon. Open up dialog in small groups. Test your ideas with opinion leaders -- key people from the group you want to persuade. Discuss and debate
Once you have a good idea of people's perspectives, it's time to fly a trial balloon. Open up dialog in small groups. Test your ideas with opinion leaders -- key people from the group you want to persuade. Discuss and debate
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
your planned direction. Ask for their feedback and ideas. It's important to give opinion leaders an opportunity to buy-in to your ideas, and to contribute suggestions. By building trust with opinion leaders, you'll be able to ride the
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
coattails of their credibility.
Frame Your Presentation
By now, you should have a good sense of people's values, concerns and aspirations. Think clearly about the benefits your plan will bring them. Will it make work easier
Frame Your Presentation
By now, you should have a good sense of people's values, concerns and aspirations. Think clearly about the benefits your plan will bring them. Will it make work easier
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
, improve service, increase job security? If you can't think of any benefits your ideas bring to the people you want to persuade, you'd better start over!
Begin your presentation by restating people's perspective of how things are a
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
d how things could or should be. Incorporate stories, metaphors and analogies that correspond with their emotions. People have no resistance to ideas that they see as their own. Only after you've accurately described their perspective
.
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
, should you present your plan to arrive at an outcome that will benefit everyone.
Preparation Pays-Off
The more effort you put into the early stages of persuading, the better you know your people and the more able you are t
Preparation Pays-Off
The more effort you put into the early stages of persuading, the better you know your people and the more able you are t
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
o accurately reflect their emotions. The more your vision of future possibilities resonates with people's dreams and aspirations, the more likely you are to influence people to go your way.
© 2007 Dr. Robert Karlsberg & Dr. Jane Adle
© 2007 Dr. Robert Karlsberg & Dr. Jane Adle
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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