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I’ve had many opportunities to influence people during the past few months, from prospective clients to suppliers (on the business side) and from neig

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

hbors to customer service providers (on the personal side). I can boil down the influence techniques that work well to these five actions:

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

Examples of combination products may in

proach people with friendliness and warmth

Share your point of view frankly but neutrally

Listen openly to others’ opinions

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

Be willing to negotiate

Express appreciation

Case in point: On a recent phone call with a banking institution's call center,

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

requested a credit to my account of a interest charges plus late fees incurred when statements were sent to a former address after we had moved. It w

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

Combination pro

as a significant dollar amount but I hoped that my request would be honored. When the customer service rep responded, "I can't do that," I simply said

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

with a smile, "That's fine. What can you do?" After several minutes of discussion, the customer service rep gave me the good news, "You've been so pl

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

asant to work with and I've had such a difficult day with other customers, I'm going to do everything I can to take care of you." And she did! When I

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

hung up, she had credited my account for the full amount.

I wish I could say that I use these five influence techniques every time I need to influenc

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

e someone. The truth is that I’m human and in the stress of the moment, I have sent some influence opportunities into a tail spin. Having had potentia

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

deals head south and customer service providers completely blow up or blow me off when I’m in high-stress mode, I can confidently tell you the five N

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

Following aspects would a

O-INFLUENCE techniques to avoid:

Come on strong and don’t back down
Make people feel inferior and defensive
Raise your vo

dd to the challenges in developing combination products:

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

ice in frustration

Cut people off

Express disbelief and impatience with their suggestions

Case in point: I worked with

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

a manager once who criticized, belittled, put down and generally pushed people around. To say that her employees were guarded around her is an underst

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

tement. They regularly undermined her by withholding information, acting as if they didn't understand her demands, appearing to comply with requests,

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

and practicing the tactic of "malicious obedience" (doing or saying what was requested even though they knew it wouldn't work).

I think that influenc

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

Professional from academic institutions, pharmaceutical industries, health care indust

e comes down to asking two essential questions: What do I want to achieve in this situation? How can I get my needs met and respect the other party’s

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

eeds at the same time? You can attempt to steamroll people or you can realize that you are not the center of the universe. To make headway on any goal

.

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

requires cooperation, collaboration and negotiation. In short, the ability to influence begins with a willingness to see the world through someone el

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

Companies that provide selfless information through particip

se's eyes. Practice these five influence techniques every day and you'll begin to experience less stress and more effective interpersonal interactions

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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