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The popular junior Democratic Senator, Barack Obama, told Time Magazine (2/20/06), "I probably always feel on some level I can persuade anybody I talk to."

Wow. I wish I could do that. How do we get other people to do what we want?

When I was a kid, my life was all commands

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

: "Clean your room." "Get in the car." "Put some clothes on, people are coming over." And if I ever asked "why," I got the same response: "Because I said so."

Then you get a little older, and "because I said so" doesn't work like it used to. My folks had to negotiate a b

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

Examples of combination products may in

t to get me in the car or to put some clothes on.

These days, “enlightened” parents often skip the command phase with their youngsters — for better or worse — and try to negotiate with them or even jump right to the highest level of influence: persuasion. A recent episode

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

f South Park, on Comedy Central, focused on the current trend of non-commanding parents when Cartman’s mom gets help from the “Dog Whisperer” to tame her out-of-control son, but only after Cartman stumps the efforts of some Super Nannies.

The three influence methods — co

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

manding, negotiating, and persuading — are each appropriate in different situations (though I personally wouldn't try to negotiate with a toddler who was loudly demanding a toy in Wal-Mart, it may work for some).

Remember in "The Godfather" when Don Corleone made the big

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

Combination pro

shot Hollywood producer “an offer he can’t refuse” by cutting off the head of his prize racehorse? The producer was influenced, but did the Corleones command, negotiate, or persuade him? Well, they "indirectly threatened" him by demonstrating their willingness and abili

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

y to kill him at their leisure. This example, in fact, involves a bit of all three influence methods.

When dealing with other adults, commanding is typically the least effective of the three influence methods, because we order people to do things — and who likes that? We

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

usually command others when we are more concerned with getting the job done than we are with getting the person's buy-in. Although it is perhaps the quickest influence method, it also tends to make people resentful and usually results in reluctant compliance at best.

Whe

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

we negotiate, we seek to compromise; we give a little and the other person gives a little. "I’ll do this for you if you do that for me." Negotiation occurs all the time, between politicians, between parents and children, between you and car dealers, but it has significan

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

limitations. Negotiating is basically adversarial. Both sides meet halfway. But halfway is often half-hearted.

Persuasion is the influence method of choice when possible because it convinces others to adopt or agree to your position. Persuasion changes the way people view

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

something. They change their behavior because they are convinced the change is the right thing to do.

The difference between persuasion and other forms of influence is that persuasion seeks to change someone's attitude, which is far from easy (kudos to Senator Obama wh

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

Following aspects would a

o has great confidence in his ability to persuade).

Let’s say your boss comes to you one day and says, "You will be attending this training class next Monday and Tuesday," and walks away. What method of influence did your boss use? Right. And how does this affect your att

dd to the challenges in developing combination products:

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

tude toward the training?

Being commanded to do something might change your external behavior, but your internal attitude does not change. If your view of training is negative, it will remain negative. This method does not support long-term motivation and commitment. (We

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

say that commands build a house of straw, at least with other adults.)

Let’s say your boss comes to you and says, "I’ll let you have Friday off if you attend this training class next Monday and Tuesday." What method of influence did your boss use? Right again — I’ll do thi

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

for you if you do this for me. And how does this affect your attitude toward the training?

As with being commanded, negotiation might change your external behavior, but not your internal attitude. There is a strong external motivator (keeping your job), but it doesn’t m

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

tivate high performance or ongoing commitment. (We say that negotiation builds a house of sticks.)

Let’s say you and your boss sit down together and determine that a workshop on coaching and managing performance is essential to your development as a manager and will incr

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

Professional from academic institutions, pharmaceutical industries, health care indust

ase your job success. Your boss convinces you that the investment of time and effort will make your work life easier. What method of influence did your boss use? Three for three — well done. And how does this affect your attitude toward the training?

You are persuaded, a

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

d your attitude moves toward your boss’s position (note that you must believe in what you’re pitching or persuasion will fail). The boss changes your external behavior and your internal attitude. (We say that persuasion builds a house of brick that holds up to the worst b

.

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

g bad wolves that come along.)

Attitudes drive behavior. Although persuasion requires more effort and skill, behavior driven by the right attitude and mindset rather than command and control makes a leader's life much easier in the long run. You can collaborate for a solut

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

Companies that provide selfless information through particip

on where both sides win, you don’t have to be in the room with sticks or carrots to get work done, and great performance is much more likely, which we could probably use more of on the Senate floor.

Maybe we can keep an eye on Senator Obama for some good influencing tips

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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Are you backing up the data on your hard drive on a regular basis? If not, why not? It's emotionally devastating losing what we think is protected. Here are some steps you can take to protect against losing valuable data, time and money!

There are only 2 types of employees at any company. Do you know which type YOU are?

Executives and managers take note. The ultimate cost of ignoring the distinction between consensus management and participatory management is apt to be profound.

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