Just Other Articles

If you match your communication style with the personality style of those you speak to, you can improve your communication skills. To do so, you need to understand the personality and behavioral styles of the audience. Wha

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

t are the personality styles?

The most common break down is into four types. Using the CAPS principle, people will tend to be dominant in one of the four types, Controller, Analyst, Promoter, Supporter.

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

Examples of combination products may in
> also known as Drivers seldom listen to others around them, focusing on the task at hand. They tend to only need to know ‘what,’ usually can figure out how and why. So when speaking to them, they will tend to only need 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.

know “What is the job to be done.”

Promoters tend to not like isolation and will tend to vie for attention. They will tend to exaggerate and or leave out facts and details. To best reach their personality, a speak
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
r needs to address “Why the job needs to be done.”

Supporters are the worker bee of an organization. They tend to yield rather than deal with a possible confrontation. Have the ability to blend into any situation
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro
ell. They may appear wishy-washy at times. One common trait is a difficulty with making firm decisions. Many are music, poetry, and art lovers. They will appreciate the ‘what’ and why of the job to be done being explained
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
. However their biggest need is “How to do the Job to be done.”

The Analyst is a logical, and detail oriented person. They will tend to withdraw themselves and quietly gather information rather than make a quick de
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
ision. To make a decision without all the facts can be difficult. They tend to be the accountants and engineers. You may note tendencies toward being highly critical in this group. They will also tend to be pessimistic in
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ature. They are very perceptive. To reach them will require giving what, why, how, and when regarding the job to be done.

Personality styles are ways people act or react in given circumstances. People will tend to change
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
nd even adapt depending on the situation and their purpose. A controller could turn into a totally subservient supporter when faced with a health care crisis with in the family. A supporter could turn into a controller if
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
lack of quality health care is perceived.

It is necessary to mirror the personality style with the type of communication.

To establish rapport with the different personality styles

1. Determine the tendency of your own
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a
personality.

2. Determine the personality style of those being spoken to.

3. Increase or decrease the qualities within your self to match those you are speaking to.

When Speaking to an Audience

If speaking to an audie
dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod
ce, try to speak to each of the personality styles. This can be done by matching your communication style to the personality or listening styles of those in your audience.

How Can You Know?

How can you know
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
which types you’re talking to? Think of the audience globally. Are they managers, employees, business people or local residents? The purpose of the talk should give some clue to the motivation for those coming to hearing i
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
. Within that motivation, consider which personality type would typically be interested.

Then focus your speaking to match their listening and personality style. You can try to reach all four but focus the greatest effort
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
to reach the dominant personality of the group.

Try This

If you frequently give speeches and in your one on one communication, occasionally leave out or decrease your coverage of one of the four “What, Why, How,
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
When” and look at what kind of feed back you get and consider the personality types that are giving it.

One occasion I gave a lecture focused toward controllers. My highest praise came from a Pharmaceutical rep. I receive
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
almost no feedback from the supporters.

The next time speaking to the same group, I focused on the supporters and got rave reviews from them to have the controllers tell me it was a bit boring.

Observe the compliments a
.

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 complaints at the end and the personality types that they come from. This will be a good indicator of your speech and communication strength and weaknesses.

Once you know how to reach the various types you can adjust yo
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
r communication style to reach the entire audience. By learning to reach the four types, you will be able to attain speech mastery. more importantly, you will attain rapport with your audience, be they one or one thousand

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

Tags

Links

Just Other Articles - Communication Style, Meeting the Personality Style of Those You Speak To

Related Articles: