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Most people vividly remember the scene in Star Wars when Obi Wan Kenobi looks into the eyes of a guard and convinces him that the three

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

wanted fugitives right in front of him are not the people he is looking for. Wouldn't it be great to have similar influence over people?

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

Examples of combination products may in

The term conversational hypnosis suggests that we can.

Of course, conversational hypnosis is not as simple as it sounds. Rather, it is

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

series of well-choreographed strategies and manipulations that may bring others around to your point of view.

The principles of conver

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

ational hypnosis were first conceived by the great hypnotist and psychotherapist Milton Erickson. Erickson believed that trance states w

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

Combination pro

ere not rare occurrences that had to be elaborately induced. He believed people slip into trance states several times a day, for instanc

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

, when they are waiting for a bus or concentrating very hard on something they are reading.

Erickson also theorized that directly tryin

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

to induce a trance state in someone or trying to give them direct suggestions might lead to resistance. He preferred to use rapport, in

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

irect suggestions, and confusion to induce trance states and influence compliance.

Rapport

The first step in conversational hypnosis i

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

s creating a rapport with the subject. This means agreeing with what they have to say. For instance, if the subject says, "There's no wa

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

out of this," the proper response is, "You're right. There's no way out."

Confusion

The next step in conversational hypnosis is to co

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

Following aspects would a

fuse the issue. Sometimes a simple question works. "But even if there is no way out, can you be absolutely sure that a solution won't po

dd to the challenges in developing combination products:

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

into your mind in the next minute or so?"

Another technique used to create confusion in conversational hypnosis is to encourage resist

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

ance, perhaps by saying, "No one could solve that problem. It's simply too complex. There's absolutely no way out. You don't have a chan

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

e…" At some point, the subject will probably start arguing with you that the problem is not so unsolvable after all!

Still another conf

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

sion technique is to suggest that the subject do more of something that isn't working. For instance, an obese subject might be encourage

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

Professional from academic institutions, pharmaceutical industries, health care indust

to gain weight.

Suggestion

The final step in conversational hypnosis is to make an indirect suggestion such as, "You're feeling a bit

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

less hopeless now, aren't you?" or "I don't know why, but it seems to me you look more optimistic than you did a few minutes ago."

Nee

.

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

less to say, conversational hypnosis is no easy feat, and it is best left to professionals.

If you would like to know more about conver

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

Companies that provide selfless information through particip

ational hypnosis, several websites offer online courses on the topic. You might also try reading a clinical biography of Milton Erickson

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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