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Some of the best persuasion techniques have been developed from NLP (neuro-linguistic programming) methods. For example, if you hear a person saying, "I see," a few

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

times, they are probably processing information visually, according to NLP. To influence them then, you would use phrases like, "You can see how..." or you would a

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

Examples of combination products may in

ctually show them things. A more auditory person would be influenced by, "I hear what you're saying," and "Listen."

Notice if they use visual, aural, or kinestheti

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

c words. If you want to convince your spouse to go to the Bahamas, it makes a difference which words you use. "We'll be feeling that sun on our backs," is not the s

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

ame as "We'll see sunny beaches," or We'll listen to the waves at night." You may use all of these, but one of the three types of words will be more influential for

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

Combination pro

most people.

More Persuasion Techniques

1. Use a person's name. You have undoubtedly heard salesmen use and abuse this technique. Maybe a statement like "L

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

ook Steve, you can see the benefits of this..." just turns you off. Using a person's name IS a powerful persuasion technique, but there is more subtlety and art to

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

persuasion than just following simple rules.

People do love to hear their own name, but you have to be careful how you use it. First of all, use it how they want t

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

o hear it. Ask how they prefer to be addressed. A Mike may not like "Michael," and a Joseph may be irritated by you calling him "Joe."

Second, use it at the right

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

time. Unless you are great at reading people and know it is okay, don't say "Hi Betty!" the moment she walks into your office. Wait until there is a bit of rapport,

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

and sometimes even ask permission ("Is it okay if I call you Betty?").

2. Use motivating words. Say "think about," they'll do that. It is not a call to action. Use

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

Following aspects would a

words like "today," and "now," and "do this." Many subliminal experts will tell you that even using "by now," repetitively, as in "By now you can see that this car

dd to the challenges in developing combination products:

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

is luxurious," is subconsciously taken as "buy now."

Remember to use THEIR words. If they use the word "efficient" often, then it's an important word to them. Sta

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

rt using it: "You can see how efficient this RV is in it's use of space." Pay attention and pick out any words they use often. Persuasion is easier when you speak t

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

he same "language."

3. Be a chameleon. Change your language to more closely match theirs. Slow or accelerate your speech to match theirs. Sit in the same position

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

hat they sit in. Use the same facial expressions. Laugh when they laugh.

This technique is called "mirroring and matching," and, when done well, you can establish

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

Professional from academic institutions, pharmaceutical industries, health care indust

rapport quickly and easily with most people. Most people will never notice you're doing this, but don't be too obvious. The person will just feel like you're like t

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

hey are, that you can "relate" to them. A bond will begin to develop between you, and you can test this bond by "leading."

This means that once you have establishe

.

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

d the bond, you can change your body posture, to see if they unconsciously do the same. If so, they are ready to follow. You continue to mirror and match, but you a

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

Companies that provide selfless information through particip

lso start to lead them right to the bottom line on the contract, or to whatever action you want them to take. This is one of the more powerful persuasion techniques

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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This article applies The Godfather's system of beliefs and code of conduct to the world of marketing, branding, and competitive positioning. It focuses on the top ten rules that embody the wisdom of The Godfather - providing insights designed to help you align your message, strengthen your position, and expand your brand. The rules are gleaned from actual quotes found in each of the three Godfather movies.

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