Subjects - Business

In earlier articles we wrote about the power of using hidden commands in normal conversation to increase sales, convince others to do something or to accept

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

your ideas. This is often done by separating out a simple command or suggestion by pausing, stating the command in a different tone of voice, then resuming

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

Examples of combination products may in

ormal conversation.

For example, when selling a car you might say, “This car gets 30 miles per gallon on the highway, which you’ll notice when you (pause) t

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

ke it for a test drive. You’ll also notice that ….

Another way to insert a command into conversation is to use what are called Weasel Words. These phrases

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

are based on the one of the techniques used by Milton Erickson, who was one of the foremost hypnotists of the last century. Erickson had a way of talking

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

Combination pro

people into trance without giving any direct commands to close their eyes or relax. Instead he would just sort of talk around the idea of going into trance

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

nd people would naturally do it.

These Ericksonian Phrases are also known as Weasel Words because they allow you to weasel in a command without it being so

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

direct or authoritarian. For example, you might say to someone, “Consider why you want to do this.”

With some people, giving a command can create a grea

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

deal of resistance. A percentage of them just do not like to take orders so they won’t respond to direct suggestion.

But what if your were to say, “I’m no

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

entirely sure how well you can consider why you want to do this.” Here, you’re not trying to force them to consider why. You’re just asking them how well

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

hey might be able to consider why.

Now, in considering and interpreting that statement the mind has to actually consider why they want to do this, to some d

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

Following aspects would a

egree. When you use Weasel Words the listener does not have something to object to. In order to employ these phrases you first determine your outcome.

In

dd to the challenges in developing combination products:

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

hypnosis setting, one outcome would be for the client to relax. You might say, “A friend once told me, you know, it’s entirely possible to just get relaxed

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

” You’re not telling the client to relax. You’re just repeating what a friend once said.

If you’re selling computers, you might say something like, “I won

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

der if now is the time that you might buy this computer. There are hundreds of Ericksonian Phrases that can be used for just about any outcome. Here are a

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

ew below. You can probably come up with your many of your own.

WEASEL WORDS

After you come to … After you’ve … As a whole new way of thinking opens up … A

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

Professional from academic institutions, pharmaceutical industries, health care indust

l that really matters … All that’s really important … Allowing yourself to just naturally … And as that occurs, you really can’t help but notice … And I’d li

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

ke to have you discover … And then, now you’ll discover … And you can be pleased …. And you can really use it … And you can wonder … And you will be surprise

.

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 … Give yourself the opportunity to see if … I wonder if you’ll be pleased to notice … I wonder if you’ll be reminded … I wonder if you’ll be surprised to

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

Companies that provide selfless information through particip

discover that … In all probability … If you could … It is easy, isn’t it … Perhaps you wouldn’t mind noticing … So now’s the time …

Copyright 2006 Danek Kau

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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