Just Answers - Writing and Speaking

A speech or appeal without emotion is like a Car without an Engine. People may well like its outlines, but it isn't going to take them anywhere

Media research reinforces how emotions drive viewing and listening choices in selected audiences in radio and telev

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

ision. Even ‘Hate Radio’, as we know it, gains its audiences by pressing the emotional Hot Buttons of targeted audiences: outrage buttons, disgust buttons, anger buttons, despair buttons, particularly in upper demographics.

Emotional stimulation reinforces

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

Examples of combination products may in

hate radio audience’s pre-existing emotions and may even give them pleasure.

Feelings drive actions: the action media operators are most concerned about (and as a speaker so should you be) is encouraging listeners to commit the act of choice in favour of th

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

eir products and services - in other words, tune in, and stay tuned in. The same thing applies in presentations to groups – you need your listeners to tune in and stay tuned in if your message is to be heard fully.

The challenge then is to decide the kinds of

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

emotions you wish to evoke in your audiences: emotions which drive listeners to act and choose to listen to you and your message. They don’t have to be negative emotions like fear, hate, jealousy or outrage, although on some occasions they can legitimately

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

Combination pro

e associated with your message.

They can be emotions that are more useful to people’s everyday lives. They can be emotions which stir people to create a better future, generating optimism, hope, humour, strength, control, curiosity, and so on.

So, if people

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

think-feel and then commit the act of choice to listen or not listen to you, what kind of emotions could you stir ethically? Below is an incomplete list that you may like to add to:

curiosity
confidence
exhilaration
enthusiasm
shock

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

humour
self-control
empowerment
desire hope
expectation
anticipation
titillation
thrill
scepticism
suspense
belonging
sense of knowing
sympathy
empathy
discovery
happines

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

joy
material desire (greed?)
status
triumph (winning)
pleasure
concern
motivation
comfort
encouragement
re-assurance
disbelief
courage
passion
certainty

Content is all about positio

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

ning. If the content of your message regularly stirs a range of the above emotions, people will associate you with the generally useful emotions evoked. This is what is meant by gaining a ‘Share of Heart’.

By tapping appropriate emotions you can associate p

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

easure and stimulation with what you’re doing. The linkage of pleasure and stimulation to the experience of listening to your presentation greatly enhances the possibility of your message being taken on board by your audience.

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

Following aspects would a
>

The other part of the thought-feeling dyad is thinking, and the myth that thoughts and feelings can be separated. This myth gives rise to the idea that you can have a discourse, debate or just a plan old conversation and not feel anything at all.

Much of
dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod
the rhetoric in which many speakers engage, particularly professionals and politicians, is based on the spurious notion that you can separate thoughts from feeling. This reveals itself in interesting ways:

• ‘Hard heads’ who suppress the music and emotion of
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
their voices believing it gives them “credibility” and “balance”.

• Stories told in abstract language, which removes the ‘life’ from the story.

• Real serious discourses with ‘analysis’, but without real life examples in which to embed an audience’s experien
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
e.

• Speakers sounding as if they have the world on their shoulders and every word uttered must be spoken with gravity.

• Presenters with personal phobias that reflect a fear of so-called trivialisation.

• Discourse using language that removes the speakers
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
or moderator from the ‘dirty world’ of human emotions.

• Conversations conducted in ‘surface rhetoric’, such as econo-speak, pollie-speak, or in-house shorthand.

You might be interested to know that the pre-scientific notion of separating thoughts from emoti
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
ns was revived and championed by a philosopher called Descartes, who lived a couple of hundred years ago. The notion had been around since biblical times, but he picked it up and ran with it. He proclaimed that somewhere, he wasn’t quite sure where, there
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
xisted absolute ‘truth’. His method of finding that somewhere was to somehow lapse into “pure rationality”, take a “a God’s Eye view”, in the hope that all would be revealed. He failed.

In many ways, the assumption that there is such a thing as objectivity,
.

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
pure rationality, non-bias or dispassion still governs much of the practice of so-called rational debate and discourse.

Rational debate, by its very rules, demands that you separate thoughts from feelings and engage in “unfeeling” dialogue. This happens in
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
ome pockets of academia as well as business and the media. Interestingly, modern psychology has a name for people who have stopped feeling for others, or can’t think-feel in the concrete realm any more. They’re called sociopaths.

(c) Desmond Guilfoyle 200

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 Answers - Charismatic Communication - Words and Emotions

Related Articles: