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Advice You - Identifying Influence (The Seven Strands)
Introduction
Influence is intangible. You cannot see it at work, yet it is all pervasive in any corporate organisation and Public Sector organisations are no different. In any sales situation, if we can identify who the politically influential people actually are, we can tailor our proposals to meet their needs as well as the needs of their organisations’. This can markedly increase our chances of winning the sale, particularly in a very competiti
Influence is intangible. You cannot see it at work, yet it is all pervasive in any corporate organisation and Public Sector organisations are no different. In any sales situation, if we can identify who the politically influential people actually are, we can tailor our proposals to meet their needs as well as the needs of their organisations’. This can markedly increase our chances of winning the sale, particularly in a very competiti
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
ve sales situation.
In our analysis we identify the politically powerful people as the “Influencers”. The routes to them we term the “Conduits”, who are people we can use to pass messages when we cannot get access to the Influencers directly.
The STRANDS
The “STRANDS” of Influence is a tool which can help in identifying who are the really influential people in any organisation. If we can test the way people respond in any situation and how other
In our analysis we identify the politically powerful people as the “Influencers”. The routes to them we term the “Conduits”, who are people we can use to pass messages when we cannot get access to the Influencers directly.
The STRANDS
The “STRANDS” of Influence is a tool which can help in identifying who are the really influential people in any organisation. If we can test the way people respond in any situation and how other
; 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
people react to them, we can start to characterise influence. The best times to do this are when there is great organisation upheaval or change (merger, reorganisation, downsizing, etc.). At such times influence becomes very much more apparent and easier to discern. For instance, the people with high levels of influence are usually the survivors!
However, in day-to-day activity, particularly when you are dealing with an organisation which you are new to
However, in day-to-day activity, particularly when you are dealing with an organisation which you are new to
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
, the STRANDS of Influence can be a valuable diagnostic tool. The STRANDS are separated into seven tests, each of which may help in finding either where the seat of influence lies, or useful connections to it.
For each of the tests, described in detail below, the sales team will need to take a view balancing what they know about each individual against each of the seven headings. They may base their views upon their own knowledge and observations. Howeve
For each of the tests, described in detail below, the sales team will need to take a view balancing what they know about each individual against each of the seven headings. They may base their views upon their own knowledge and observations. Howeve
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
r, these views need to be checked against others in the client’s organisation.
The Tests
The seven STRANDS tests are pointers to where real influence may reside in any complex organisation. The same tests can also be used to flush out some suitable Conduits. However, some Influencers and Conduits may still be difficult to find if the relationships between people are not obvious. Nevertheless, the STRANDS will flush out the majority of the relatio
The Tests
The seven STRANDS tests are pointers to where real influence may reside in any complex organisation. The same tests can also be used to flush out some suitable Conduits. However, some Influencers and Conduits may still be difficult to find if the relationships between people are not obvious. Nevertheless, the STRANDS will flush out the majority of the relatio
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
nships that are important to the sales campaign and will provide a basis for greater insight into how the organisation actually works.
Status and Responsibility
Status and responsibility are a good starting point when looking for influential people. However, beware the “figureheads” and the high ranking academics who have no decision making powers whatsoever.
People who report directly to high ranking people may have a high degree of influence.
Status and Responsibility
Status and responsibility are a good starting point when looking for influential people. However, beware the “figureheads” and the high ranking academics who have no decision making powers whatsoever.
People who report directly to high ranking people may have a high degree of influence.
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
We have all heard tales of the Secretary who had more ability to direct the organisation than his or her boss.
People who are high in the organisational ranks may have influence if they are climbing, but less if they are on their way down. Some people are placed into areas of lower than expected status so that they can get experience and prepare themselves for an important and significant future role. Here influence greatly exceeding that expected from t
People who are high in the organisational ranks may have influence if they are climbing, but less if they are on their way down. Some people are placed into areas of lower than expected status so that they can get experience and prepare themselves for an important and significant future role. Here influence greatly exceeding that expected from t
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
he role may be clearly evident.
The Conduit may not have the status themselves, but they will be able to interact easily with one or more powerful people. The interaction may not be as a result of the work environment. Watch for links that may be through sporting or family connections.
Trusted Aides
Someone who has the ability to surround themselves with people they select and trust, maybe recruiting people with whom they have worked before, sho
The Conduit may not have the status themselves, but they will be able to interact easily with one or more powerful people. The interaction may not be as a result of the work environment. Watch for links that may be through sporting or family connections.
Trusted Aides
Someone who has the ability to surround themselves with people they select and trust, maybe recruiting people with whom they have worked before, sho
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
w signs of having influence. Of course, the ones they pick to surround themselves with are natural Conduits.
One other often overlooked factor is that the most powerful people need powerful allies. They are very often “Trusted Aides” of even more powerful people above them. Look and see who your target individual mixes with and who might be a mentor for them. Find out who their friends are and who are their allies.
Respect
Some people have “Pres
One other often overlooked factor is that the most powerful people need powerful allies. They are very often “Trusted Aides” of even more powerful people above them. Look and see who your target individual mixes with and who might be a mentor for them. Find out who their friends are and who are their allies.
Respect
Some people have “Pres
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
ence” and you can feel it when they walk in to a room. As they arrive the room will fall silent until they are settled. Then the conversation will be directed around what they want and the order they want it in. This is a natural response to someone who has a high degree of power or influence.
The ones who are most openly deferential may be the Conduits. They may also be sycophants with no value in the sales campaign whatsoever!
Authorship
The m
The ones who are most openly deferential may be the Conduits. They may also be sycophants with no value in the sales campaign whatsoever!
Authorship
The m
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
st powerful people in an organisation are the ones who create the culture by generating the templates by which others manage their work. They are the people who agree the Mission Statements, Operational Policies, and put in place the fundamental internal processes.
The people who conduct their lives and businesses by these maxims are the Conduits. The test for both is to see if they know these policies and statements without prompting. The Influencers wi
The people who conduct their lives and businesses by these maxims are the Conduits. The test for both is to see if they know these policies and statements without prompting. The Influencers wi
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
ll know because they helped create them. The Conduits will know because they use them every day in their business.
Network
Knowledge is power and powerful people know what is going on all the time. They do this by creating information networks that reach throughout the business and even outside of it. They have many people in a wide range of positions who they can talk to and who feed them information, often entirely separately from the formal ch
Network
Knowledge is power and powerful people know what is going on all the time. They do this by creating information networks that reach throughout the business and even outside of it. They have many people in a wide range of positions who they can talk to and who feed them information, often entirely separately from the formal ch
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
annels of communication set up within the business. Other less influential people outside of this network may know what is going on and, although they might not like it, they may be powerless to stop it. Such communications can completely bypass the formal authority structure even though the powerful person will know that this type of networking can undermine other, less powerful, individuals’ positions in the management hierarchy.
Of course, the Conduit
Of course, the Conduit
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
s are the end nodes of this network and they collect information and pass it on. By doing so, they strengthen their own positions.
Definition of Value
What is value in any business is defined by people within the business. In a commercial sense it may be profits or it may be the ability to remain trading. In the Public Sector it may be the recognition of top performance or the lowest staff turnover. Whatever the metric is used by the organisation
Definition of Value
What is value in any business is defined by people within the business. In a commercial sense it may be profits or it may be the ability to remain trading. In the Public Sector it may be the recognition of top performance or the lowest staff turnover. Whatever the metric is used by the organisation
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
to measure itself and, therefore, dictate the direction the organisation will move in, the people who define these metrics are the most powerful and influential.
Interestingly, if anything goes wrong, it is the same group of influential people who can rewrite history so that they never had anything to do with the failure. If it all goes right, then the powerful people somehow manage to get a share of the credit, even if they had been against it, or not
Interestingly, if anything goes wrong, it is the same group of influential people who can rewrite history so that they never had anything to do with the failure. If it all goes right, then the powerful people somehow manage to get a share of the credit, even if they had been against it, or not
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
involved, in the beginning.
It is this ability to define value and the redefine it if necessary which is the mark of a powerful person. The Conduit will be willing to accept these definitions and will be in the forefront of perpetuating them.
Success
To have any influence on the organisation, the person with the influence must be perceived as having a track record of success. The more influence they have the greater this perception will be and t
It is this ability to define value and the redefine it if necessary which is the mark of a powerful person. The Conduit will be willing to accept these definitions and will be in the forefront of perpetuating them.
Success
To have any influence on the organisation, the person with the influence must be perceived as having a track record of success. The more influence they have the greater this perception will be and t
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
he longer the claimed timescale of successful performance. After all, no one will take notice of a person who has a reputation for failure.
This success may only be perceived success and not real. However, if they truly have the ability to disassociate themselves with failure, this may also be a sign of political power?
Conduits must, themselves, have a reputation for success. If they do not, no really influential person will go near them.
Triangula
This success may only be perceived success and not real. However, if they truly have the ability to disassociate themselves with failure, this may also be a sign of political power?
Conduits must, themselves, have a reputation for success. If they do not, no really influential person will go near them.
Triangula
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
tion Questions
What is difficult to do, is to ask direct questions to any individual about the level of political power and influence they might have. Even if you do, the answers might not be entirely true. We have found that to get more representative answers to these types of questions a technique called “Triangulation” can be used.
We know that asking people about their own level of power and influence in their organisation is unlikely to give us
What is difficult to do, is to ask direct questions to any individual about the level of political power and influence they might have. Even if you do, the answers might not be entirely true. We have found that to get more representative answers to these types of questions a technique called “Triangulation” can be used.
We know that asking people about their own level of power and influence in their organisation is unlikely to give us
.
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
eful answers. However, asking a third party, who knows the individual, is more likely to give value, e.g. asking “How much influence does Fred have over the committee?” is more likely to produce the answer “None!” than asking Fred “How much influence do you have over the committee?” if Fred actually has none. To get the best idea, questions covering all of the STRANDS should be asked to several different people to get a cross check of how much influence a
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
particular person actually has.
Conclusion
The STRANDS is not a mathematical diagnostic tool. However, it is very useful to allow a sales manager or sales team to take a view on who they should be targeting their sales messages at and, possibly, the content of the messages. Use it as one of the tools in your armoury; you will be surprised and delighted with the results
Conclusion
The STRANDS is not a mathematical diagnostic tool. However, it is very useful to allow a sales manager or sales team to take a view on who they should be targeting their sales messages at and, possibly, the content of the messages. Use it as one of the tools in your armoury; you will be surprised and delighted with the results
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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