Useful Advices - Business

Have you ever been giving a speech, and you see “screen saver eyes” staring back at you? If so, you’ve lost connection with your audience. The following tips will help you connect with any audience, any time.

1. Remove all physical barriers between

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

you and your audience. Get out from behind the lectern and move. The lectern is the portable reading desk with a little light on it. It’s designed for you to place your notes on it and stand behind it. It is sometimes called a podium. However, it i

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

Examples of combination products may in

a barrier. It makes it easy for you to hide and prevents the majority of your body language from being seen. Step away from the lectern, and walk and talk like you do naturally. Your entire body is an instrument of communication. Use it. As a matte

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

of fact, your audience will be disappointed if you stand behind the lectern because it shows that you are a lecturer and not a speaker. They don’t want another boring lecture, like back in high school. They want you to entertain them while you teac

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

. So take a deep breath and reveal yourself. Get out from behind the lectern and move.

2. Know your audience. Don’t talk at them with a canned speech that you prepared for another audience. Customize your content to their issues. Do your homework a

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

Combination pro

d find out who they are. Prepare a pre-program questionnaire and ask three or four people to fill it out. Keep it simple enough for them to want to complete it, but include probing questions such as, “What is the most recent change affecting your or

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

anization?” The more points of view you get, the better. Decide what stories and content elements you want to use based on your research. Connect the point of your stories to their current problem or challenge. Use the names of a few people in the a

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

udience. To do this, you’ll need to interview a few people on the phone or ask around. Be kind. Know who you can have fun with in the audience and who to steer clear of.

3. Make it personal. Speak about what you know from personal experience. Bridg

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

the gap between your research and your opinions. If you don’t bring your point of view to the speech, why bother? Tell personal stories that show people that you’ve been there. Your credibility lies in your life experience, not in what you’ve read

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

rom books and articles. Talk about challenges that you’ve faced and obstacles you’ve overcome. Go deep. Reveal your struggles and hardships and what you’ve learned along the way. Then, reveal the lessons in your stories as points. Remember, they did

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

’t hire a reporter or a book reviewer, they hired a content expert. That’s you. Be the expert. Take a stand.

4. Create a 40/60 balance of facts and interpretation. Report on the facts, and then interpret them. If you report too many facts, you run

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

Following aspects would a

he risk of having a very dense program that loses people. There is nothing wrong with facts and data. A good percentage of your audience wants to know where you get your information and if you can back it up with statistics. Too many facts and stati

dd to the challenges in developing combination products:

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

tics, without your interpretation of the data, however, is boring. Weave back and forth between facts and interpretation. Use metaphors as a way to interpret information. What is your information or data like? Is it like a Chihuahua trying to pull a

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

milk wagon, when a draft horse is what’s needed?

5. When you make eye contact with someone, hold it for a few sentences. Really talk to that person and connect. See if you can get them to nod their head or smile. Then move on and connect with someo

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

ne else. Don’t make the mistake of focusing above people’s heads or at a spot on the back wall. It’s phony and will get in your way. Looking into people’s eyes will ground you and help you to slow down.

6. Slow down. Give your audience a moment to

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

eel and interpret what you’re saying. Most speakers seem to think that they have to talk nonstop, not realizing that they’re not giving their audience time to breathe. Feel free to walk from one side of the room to the other in silence at the end of

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

Professional from academic institutions, pharmaceutical industries, health care indust

a section or after making a point. Silence acts as punctuation in a speech. During the silence your audience is working. They’re processing what you just said and deciding whether it applies to their life. If it does, they’re probably deciding what

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

hey need to do next. Your speaking prevents them from having their moment of reflection. It’s okay to slow down. As a matter of fact, your audience will appreciate it.

7. Use PowerPoint as your assistant – not your replacement. They came to see and

.

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

hear you, not read off of a bunch of slides in the dark. Did you know that dimming the lights tells your audience members’ brains that it’s nap time. Darkness signals the brain that it’s time to sleep, so it starts to produce Melatonin - that’s righ

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

Companies that provide selfless information through particip

- the same Melatonin that you buy to help you sleep at night. So keep the lights in your meeting room up and have the fewest slides you can get away with. Keep the focus on you. (See the eBook: “Powerful PowerPoint That Doesn’t Steal the Spotlight”

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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