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Criteria Elicitation

This is without a doubt the most important persuasion skill that you can learn. If you’ll learn to apply this to every situation i

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

n which you find yourself you’ll be amazed at the positive results! Many of the hypnotic skills I’ll be sharing with you have a parallel in old sales tr

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

Examples of combination products may in

ining techniques. This one is no exception! Lets say that you are needing to convince someone to do something, accept something, or behave in a certain

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

ay. You will need to communicate with their powerful subconscious to get your desired agreement. Once a person’s subconscious “buys in” to what you are

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

proposing they will just naturally seem to come over to your way of thinking. The question then becomes “how do I get my message to the person’s subcons

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

Combination pro

ious?” Here’s your answer-elicit their true criteria. Simply put, ask. Try this one SALESMAN John what’s important to you when shopping for a new car?

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

JOHN Well I like to know that the person I’m dealing with is honest.” SALESMAN Yes honesty is the best policy. What else is valuable to you when you ar

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

e making the decision about a car? JOHN I like to know the car has a high reliability rating from Consumer Reports SALESMAN an unreliable car is not an

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

acceptable situation. What else is important john? JOHN I want to know that I got a really good price.

In the above can you put John’s criteria in orde

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

of importance? If you chose 3, 2, 1 you were right! Our hypnotically trained sales man knew to ask at least three times what was really important or va

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

uable. He agreed and parroted each answer so that John’s SC would react to him as a friend (rapport) John’s SC would give increasingly important info ea

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

Following aspects would a

ch time he was asked what’s important. So our salesman needs to focus on showing John that he is getting a good price on a reliable car from a trusted a

dd to the challenges in developing combination products:

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

visor. When you need to convince someone first you should establish rapport. The easiest way to do that is to ask some questions about things important

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

o that person. Some people go after rapport by starting with stuff like “how do you like this weather?” A great way to establish rapport is to share som

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

e detail from your own life first. “John you should have been with me last week at the golf range! I was hitting them long and straight! Or “my daughter

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

just got the lead in the school play!” People usually respond with instant liking for you when you share a detail from your life. Once you have converse

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

Professional from academic institutions, pharmaceutical industries, health care indust

for awhile (small talk?) then you can get to the elicitation stage. “Boss—what’s important to you about how my sales job is performed?” What else? What

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

else?

Surveys are formalized attempts at criteria elicitation.

Once you know someone’s criteria then you have the roadmap to structure your persuasio

.

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

attempts. By focusing on their criteria you will be seen as perceptive, insightful and caring! “Honey what’s valuable to you in a relationship” What el

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

Companies that provide selfless information through particip

e? What else?

Structure your communication to take advantage of the criteria that you have elicited and you’ll always come out a winner!

Any Questions

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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An article at CNN lists academic research scientists as one of the top three “Big jobs that pay badly”. The article states that this career track has “one of the most disproportionate ratios of training to pay”.

Advertising and printing experts say that your business card needs to work as hard as you do. Of course they'd say that, they are the ones wanting to make some money off of the rest of us designing and printing them! Honestly though, there is some truth in that.

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