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The Law of Social Proof. The Law of Authority. The Law of Contrast. Do these terms mean anything to you? They will in a moment!

You won't find these laws in you

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

r country's Constitution or legal writings, but whether you realize it or not they affect your life every day. That's because these laws are being used to influe

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

Examples of combination products may in

ce your thoughts and actions all the time, without your even realizing it.

We all know, of course, that the advertising industry is constantly "pushing our butt

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

ons" --- that's how they persuade us to buy the goods and services they are selling. We accept that. Sometimes we are aware of the tactics and consciously decide

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

whether or not to respond, but for most of the time we're oblivious to them. We simply react, and very often with the desired response --- THEIR desired response

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

Combination pro

These laws are psychological laws, and they work because we human beings are remarkably predictable. We may be different from each other in our personalities,

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

our backgrounds, our belief systems, our characters and other ways, but our basic human psychological responses are surprisingly similar.

So advertisers and oth

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

r promoters have found ways to use these psychological laws to shape our behavior. But why leave this advantage just in the hands of advertisers. Can't we use th

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

ese laws ourselves to influence others?

Yes, we certainly can! Here's an example of the Law of Contrast at work.

I'm sure you've heard the expression, "Everyth

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

ng's relative." I might think a particular car is expensive but Bill Gates probably wouldn't, because our benchmarks vary according to our spending power. My car

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

mechanic might tell me a small job will take "only two hours", but if I had expected it to be a matter of minutes, I would think two hours is a long time.

The L

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

Following aspects would a

aw of Contrast purposely uses "benchmarks" to compare amounts of money, lengths of time or any other measures. In order to USE this law, you need to learn to set

dd to the challenges in developing combination products:

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

your own benchmarks, and to express them in a way that benefits you.

For example, maybe you'd like Bob to be part of your project team. You know he is busy and

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

will be reluctant to commit a great deal of time to you. In this case, you could call upon the Law of Contrast to help you out.

You might say, "Bob, this won't

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

e one of those committees that meet for hours on end, or a long, drawn-out process like that project we worked on for the association. Boy, that was something, w

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

sn't it? But this project won't be like that. It'll be done in a month, and all we'll need is a telephone conference once a week for half an hour or so, and perh

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

Professional from academic institutions, pharmaceutical industries, health care indust

aps one face-to-face meeting at the end. That's all."

By comparing your project against a larger one in Bob's experience, emphasizing the smaller commitment nee

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

ed for yours and ending with the phrase "That's all", you've made your request appear small in contrast, and there's a better chance he'll agree to be on your t

.

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

eam. That's the Law of Contrast in action.

Robert Cialdini wrote about this subject in his book, "Influence: the Psychology of Persuasion". There are, in fact,

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

Companies that provide selfless information through particip

even such laws, known as the Seven Laws of Influence, and if you learn how to use them they can give you a huge advantage at work and in other areas of your life

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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