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Without signing up for the Harvard Negotiating Project, how can you effectively bargain to get what you want?

Let’s face it: Each of us negotiates every day. At work, we discuss additional compensation w

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

hen we’re promoted to a new position. We plan a vacation or a move. We negotiate with our spouse over what’s for dinner and which TV shows to watch. We negotiate all sorts of things, big and small, on a d

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

Examples of combination products may in

ily basis.

Negotiation is a means of getting what you want from others. It consists of back-and-forth discussions designed to reach an agreement with another party anytime you face common and opposing in

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

terests. But sometimes differing interests can cause the discussion to careen off track into an argument. Even when you reach a compromised agreement, the relationship may be harmed.

Positional Bargai

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

ing

Most often, when people bargain, they become entrenched in their positions. They try to reach a compromise that’s as close as possible to their original goal. This means bargaining in a give-and-

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

Combination pro

ake fashion.

The problem with this process, known as “positional bargaining,” is simple: Once you take a position, you lock yourself into it. The more you defend it, the more committed you become to it.

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

Some people try to use soft bargaining, with an emphasis on preserving the relationship. This works—unless the other party is a hard bargainer.

An Alternative Process

There’s an alternative to ha

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

d or soft bargaining: Change the game entirely. Based on the Harvard Negotiation Project, this method—described in the book Getting to Yes: Negotiating Agreement Without Giving In by Roger Fisher, William

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

Ury and Bruce Patton—is called principled negotiation, or negotiation on the merits.

Principled negotiation involves finding ways to meet the basic interests of both people, seeking mutually satisfying

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

ptions. Both sides avoid digging in their heels. They separate their personalities and their egos from the problem at hand. They deal directly, empathetically and respectfully with each other. Their goal:

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

to reach a mutually beneficial outcome.

Four Elements to Principled Negotiation

There are four areas to consider in principled negotiation:

1. People: Separate the people from the problem

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

Following aspects would a

.

2. Interests: Focus on interests, not positions.

3. Options: Generate a variety of possibilities before deciding what to do

4. Criteria: Insist on a result based on an objective

dd to the challenges in developing combination products:

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

tandard

The process can be broken down into three phases:

Analysis

During the analysis stage, you gather information, organize it and think about it. You must identify the outcome (basic need or

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

want) you wish to achieve. You’ll want to consider any people problems, partisan perceptions and unclear communications as you identify others’ needs.

Planning

Deal with the four elements of pri

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

cipled negotiation during the planning phase as you generate ideas and decide what to do. Consider these questions:

1. How will you handle people problems?
2. Of your interests, which are the most i

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

portant?
3. What are some realistic objectives?
4. What are some additional options?
5. What criteria will be used in decision making?

Discussion

During the discussion phase, both

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

Professional from academic institutions, pharmaceutical industries, health care indust

parties examine differences in perception, feelings of frustration and other factors. Each side should come to understand the other’s interests, which allows you to reach a joint decision without the high

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

costs of positional bargaining.

With principled negotiation, you’ll enjoy the satisfaction that accompanies getting what you deserve while maintaining positive relationships during the bargaining process

.

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

.

Planning: Deal with the four elements of principled negotiation during the planning phase as you generate ideas and decide what to do. Consider these questions:

6. How will you handle people pr

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

Companies that provide selfless information through particip

blems?
7. Of your interests, which are the most important?
8. What are some realistic objectives?
9. What are some additional options?
10. What criteria will be used in decision making

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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Postcard printing requires a more thorough and a more scrupulous plan for its design. Postcards need to compensate for its lack of size by attracting readers or recipients with its design and its colors' vivacity.

If you open a dollar store you will soon discover that the most successful stores are built on strong relationships. Those relationships involve employees, customers, suppliers and vendors and the community. Long term growth and success are built on those relationships.

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