Social Articles - Writing and Speaking

I woke up really early this morning, my brain buzzing with ideas for writing this article. It was dark and cold outside and quiet all through the house. I had some thoughts about wri

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

ting about sales persuasion techniques. Typing “persuasion” into the Google search engine, I found Dave Lakhani, Internet marketer and persuasion expert at www.howtopersuade.com.

On

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

Examples of combination products may in

his homepage there was an interview with Lakhani that I could play on my computer. Dave began by telling of growing up in a cult in Idaho. He described how he moved there with his mo

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

ther, how people acted in the tightly controlled environment, and the circumstances surrounding his leaving at age sixteen.

Lakhani told a compelling tale. I was fascinated and bega

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

to believe the guy had something interesting to teach. About halfway through the interview, Lakhani was asked what were the persuasion techniques he could not live without. He answe

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

Combination pro

ed, “Number one is stories and storytelling. The better storyteller you are, the better you can influence. Stories slide in under our emotional BS detectors. People listen to stories

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

.”

Later at the office, I remembered I had seen an article about storytelling called "Let Me Tell You a Story…." In it, Doug Stevenson wrote, “You can give a speech about your book

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

hat’s a dazzling display of your vast intellectual knowledge, but when all is said and done, people remember stories.”

Storytelling is more than just an entertaining way to get atte

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

tion. Stevenson continued by saying, “You memorize and retain chunks of information contained in the story because you see the images, hear the sounds, and feel the emotions. The sto

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

ry engages your attention for a sustained period of time, so when the storyteller makes the point, the learning sticks.”

Stevenson takes this a step further in his Story Theater Wor

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

shops ( www.storytheater.net). “Rather than narrating these moments, the storyteller ‘steps in’ to the imaginary reality of the moment and re-creates it in real time. These moments t

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

Following aspects would a

ansport the listener to an active state of participation.” (Members can find Doug Stevenson’s article archived in the Members Only section of the SPAN Web site.)

Stories are the sup

dd to the challenges in developing combination products:

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

erglue that makes your points stick, Stevenson concludes. “They inspire people to take action—in your case, to buy your book.”

It’s the end of the day and I’m back at my home comput

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

r, as my chicken casserole bakes and I sip my afternoon coffee. I’ve been sitting here awhile and thinking about how publishers can use stories to market better.

Verbal stories are

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

he first place to start. Speeches, radio and TV interviews, and book signings are all places publishers meet their customers. Since we are talking about storytelling to persuade, let

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

’s also include networking events, phone calls, business meetings, and conversations.

Dave Lakhani believes even written communication is processed verbally by the brain. This gives

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

Professional from academic institutions, pharmaceutical industries, health care indust

writers tremendous opportunities to use the tool they know best and to persuade in their written marketing efforts. Web sites, brochures, e-mails, Internet newsletters, direct mail l

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

tters, news releases, book jackets, and above all, books should be filled with stories.

Both experts emphasize that your stories should be relevant to the point you are trying to ma

.

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

ke. Although funny stories and jokes can break the ice, they positively work like magic to strengthen your case and persuade your audience.

The sun is setting here in Colorado Sprin

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

Companies that provide selfless information through particip

s and I have to get dinner on the table. I feel like I shared a part of my day with you. I hope you learned something about persuasion. I’ll let you know how the casserole turned out

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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