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Top Articles - Persuasion Requires Both Logic and Emotion
Business presenters typically prepare for presentations by crunching numbers and
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
preparing PowerPoint slides and graphics. They prepare a line of logic and lay i
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
out in PowerPoint. Once that line is clear and clean, the presenter begins to f
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
eel comfortable and confident about the presentation. It can be a big surprise w
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
en a well-planned presentation falls flat on its face.
Jay Conger, an expert on
Jay Conger, an expert on
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ommunication techniques of senior business leaders, says this:
"If you are like
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
most business people..., you see persuasion as a relatively straightforward proce
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
s. First, you strongly state your position. Second, you outline the supporting
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
arguments, followed by a highly assertive, data-based exposition. Finally, you e
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
ter the deal-making stage and work toward a 'close.'"
In other words, you use lo
In other words, you use lo
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ic, persistence, and personal enthusiasm to get others to buy into a good idea.
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
The reality is that following this process is one surefire way to fail at persuas
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
on.
Persuasion does, of course, involve logic. Our decisions, however, come fro
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
m both logic and emotion, and often emotion wins out. One copywriter says, “We m
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ke our decisions emotionally, and then attempt to justify them with intellect.”
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
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
his is why advertisers always appeal to us at the gut or at the unconscious level
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
.
By all means, use logic and statistics. Just don’t think your job ends there.
By all means, use logic and statistics. Just don’t think your job ends there.
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
Search for powerful metaphors and compelling stories that drive your point home
.
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
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
at a different level. Connect your recommendations to the deeply held values of
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
our listeners. It’s the blend of logic and gut response that is truly persuasive
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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