Advice You - Business

In our sales training programs, we spend a great deal of time teaching our students how to detect and respond to specific motivation patterns that are known

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 NLP as “meta programs”. These little beauties are like a set of directions for the way we engage in the behaviour that we do, the way we make the choic

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

Examples of combination products may in

es that we do. And of course the choice to buy or not buy is one which is crucial to the success or otherwise of the sales professional, so one thing every

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

sales professional must make it his/her business to know, are the meta programs.

Although all the meta programs are dead simple to grasp, we like to start

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

with the “away from/towards” meta program because it’s just so darned obvious, and often it’s also the “clincher”!

Away From/Towards Meta Program

P

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

Combination pro

eople who are motivated “away from” have their attention on the thing they wish to avoid. They make progress by moving away from problems, painful feelings

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

or situations of disadvantage. These people often plan well for contingencies!

People who are motivated “toward” have their attention on the benefit, gai

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

n or advantage of the thing they wish to acquire. Whilst they tend to be goal driven and are unlikely to procrastinate, they may not see the pitfalls along

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

the way!

These are the extremes of “away from” and “toward”, and most of us are somewhere in between.

Case Study

Madeleine was a sales manager of

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

a team of 8. Times were tough and the team was struggling, so Madeleine decided to “motivate” the team by offering bonuses for higher sales.

Consequently

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

2 members of Madeleine’s team actually got higher sales. 2 were unchanged, and 4 actually got worse! What happened?

The answer to this puzzle is easy onc

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

Following aspects would a

e you understand that each of us is motivated away from pain and toward pleasure. However, we are motivated in different proportions of “toward” and “away”

dd to the challenges in developing combination products:

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

and individuals have a “critical point” along a continuum which is their prime motivating point. The 2 members who improved were almost entirely “toward” m

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

otivated, meaning that they were easily inspired by reward. The 2 who were unchanged actually needed to have a little “pain” built in. Without that, their

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

motivation “recipe” wasn’t quite right. The 4 who got worse would possibly have improved if no bonus were offered, but instead the consequences of failure

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

were made very clear!

Are you wondering if you can be clever enough to quickly sum up your potential client’s motivation style when it comes to this partic

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

Professional from academic institutions, pharmaceutical industries, health care indust

ular meta program? I assure you that it’s very easy, and you might like to test this out with family and friends, just to prove to yourself how easy this i

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

s.

Make a list of people that you know, and spend a few minutes rattling through and deciding to yourself whether they are away from, toward, or something

.

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

n between. Most people are amazed to discover how obvious it is once they give it even a modicum of thought!

I’ve seen people charging many thousands of d

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

Companies that provide selfless information through particip

ollars for this type of training – I hope this brief exercise will show you how quickly and easily you can learn and make use of meta programs like this one

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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Employers often avoid hiring overly aggressive employees as they drive business away. However employers want and hire assertive employees because assertive behavior projects capability and promotes a healthy productive working environment. What are these traits and how can you create a healthy balance?

A powerful consumer market with annual spending power exceeding $350 billion, Hispanics—or should that be Latinos?—have become the largest minority group in the United States, and a marketplace well-worth looking into and with plenty to see--once you get the name straight.

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