Negotiation 102 with Research Sponsors

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Information about Negotiation 102 with Research Sponsors
Business & Mgmt

Published on March 19, 2014

Author: fiveKone

Source: slideshare.net

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Negotiation tactics with research sponsors

  Daniel L. O’Neil, J.D., LL.M

 Goals for today: o Explore negotiation strategies o Discuss skills and tactics to successfully negotiate budgets, payment terms o Understand the process from start to finish • Rome was not built in 24 hours • But standardized processes and procedures let you know where things stand at any given point

 Process by which UTHealth and Sponsors work together to find solutions  Involves: o Analysis o Willingness to listen o Communication o Problem solving o Mutual exchange of information o Objectivity o Detachment

 “I’m just thankful to be playing the game, I don’t need to win” o Winning friends by being humble  “I will burn this bridge to get what I want” o Get what you need at all costs  “Let’s think about this another way … “ o Henri Matisse is commonly attributed with the quote that creativity takes courage.

 Accommodating o Outcome is not as important as the relationship o Objective is to improve the relationship

 Competitive o Outcome is more important than the relationship o Relationship may not be ongoing o Remember that the institution deals with the same Sponsors and CROs daily; and they always have new projects

 Collaborative o Outcome and relationship are equally important o Focus is on trust, openness, and collaboration o Negotiation points are treated as a mutual problem to be solved together o Actively listen o Repeat things back o You can’t be creative if you can’t understand what the problem is

 Interests vs. Positions o Position: your bottom line. • Starting here means that the other party cannot offer anything to help change your mind. • This inhibits imagination and increases tension. o Interest: what causes you to decide  Identify shared interests o Why has the Sponsor reached out to you? o Why are you agreeing to take on the study? o Remember there is more to the relationship than enrolling patients  Invent options for mutual gain o Focus on the shared interests identified o At the end of the day, we’re partners, not adversaries o People are more likely to accept an outcome they believe they helped craft • Authorship of a creative solution is an incentive for their business, their LinkedIn profile, and their prestige.

 Actively and adequately prepare  Separate people from the problem  Focus on interests, not positions  Insist on using objective criteria Adapted from Fisher, Ury, and Patton, Getting To YES: Negotiating Agreements Without Giving In 12 Angry Men

 Analyze o Gather information • KNOW YOUR PROTOCOL • Work with PI, coordinator, departmental budget analyst, etc. to know your costs ahead of time o Anticipate points of discussion o Evaluate both parties’ strengths and weaknesses  Plan o Rank priorities o Determine realistic objectives o Identify acceptable alternatives o Identify key players and strategic allies  Identify what you want o Know your overall goal o Outline your needs, wants, and expectations

 Be aware of tension between industry and academia o Industry emphasizes profit and commercialization o Academia emphasizes advancement of science and education  Facilitate a mutual exchange of information o Clarify terms • There is no such thing as a stupid question o Active listening • It shows the other party you are invested in the conversation and paying attention to the delicate points they want to address in detail  Remember it’s not personal o Understand and appreciate the other party’s position • You don’t need to agree with what they say, but be able to see the merits to their side • “Tell me what your concerns are” is a way to quickly make a friend o Remain objective o Small businesses have more a personal touch and skin in the game than multinational industry leaders

 Approach each issue as a search for objective criteria o Identify Sponsor’s rationale behind their position o Use Sponsor’s rationale to support your position  Keep an open mind o Make concessions when appropriate o Threats and acting defensive get you nowhere  Don’t be manipulated o Recognize tactics that are designed to make you uncomfortable or hurry you through the negotiation o Take phone calls and send email responses when you are fully prepared for the negotiation o KNOW YOUR PROTOCOL

 Negotiation: you learn by doing and experience helps you know your audience  Preparation is key  Steps to success: o Preparation o Separating people from the problem o Focusing on shared interests o Using objective criteria o Don’t complain to their supervisor until absolutely necessary • Parexel • 1203 violations

“Industry funding fills niches that the government can’t or won’t fill. Very few of the major drugs that exist today would exist if it wasn’t for the relationships between companies and researchers. It helps bring the results of science to market.” Eric Campbell, PhD Associate Professor of Medicine Harvard Medical School, Morgan Institute for Health Policy

 Questions?  linkedin.com/in/dloneil  techtransferred@gmail.com

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