Subjects - Business

One of the main differences between negotiators is how confident they feel when negotiating. Typically, the more confident we fe

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

el, and the better we are prepared, the more successful will be the outcome of our negotiations.

Personal power comes from many

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

Examples of combination products may in

sources. To build up and increase our confidence as negotiators we need to step back and analyse the sources of our personal po

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

wer and compare them with those of the people with whom we are negotiating.

Power is not absolute. In most negotiating relation

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

hips the power balance moves with time as the negotiation progresses.

Here are just a few examples of sources of power:

Inf

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

Combination pro

ormation Power:

Information power comes from having knowledge that will influence the outcome of the negotiation. Planning

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

and research can increase our information power, as can asking the right questions before we reach the bargaining phase of the n

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

egotiation.

Reward Power:

Reward power comes from having the ability to reward the other party in the negotiation. It c

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

uld be the power a buyer has to place an order for goods and services or the power a salesperson has to give good service and so

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

lve problems

Coercive Power:

Coercive power is the power to punish. This is seen most commonly in the buyer- seller rela

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

tionship, but can be a feature of other types of negotiation.

Situation Power:

Situation power is the power that comes fr

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

Following aspects would a

om being in the right place at the right time. A customer is desperate to place an order and you are the only source of supply

dd to the challenges in developing combination products:

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

in the short term. Having an effective network and keeping in touch with what is happening can increase your situation power.

<

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

b>Expertise Power:

Expertise power comes from having a particular skill which you can apply and which can influence the out

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

come of the negotiation. Improving negotiation skills helps you win better deals. Other areas of expertise could also help the o

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

utcome of the negotiation.

And Finally - Referent Power:

Referent power comes from being consistent over time. If peopl

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

Professional from academic institutions, pharmaceutical industries, health care indust

see you as having a clear, consistent strategy as a negotiator, you will increase your referent power. Having standards that yo

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

u stick to and being consistent will help to increase your referent power. In the eighties, Margaret Thatcher wasn’t universally

.

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

popular, but was respected by many for being consistent in her views and behaviour. In the end she failed because her approac

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

Companies that provide selfless information through particip

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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