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Useful Advices - Make the Most of Your Speaking Opportunity
Art, a medium sized business owner, recently invested a small fortune to sponsor a dinner at a high-level industry summit. He'd been networking within the industry for twenty years and felt the time was right to m
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
ake a bold statement. It was a gamble he was ready to take.
His generous sponsorship fee bought him signage throughout the conference along with an opportunity to give a gift to each attendee at the dinner. An ad
His generous sponsorship fee bought him signage throughout the conference along with an opportunity to give a gift to each attendee at the dinner. An ad
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
itional investment bought the fancy pen sets and brochures that adorned each place setting.
He was also given five minutes at the podium, just before dinner, to give a short speech. Five minutes to make a positi
He was also given five minutes at the podium, just before dinner, to give a short speech. Five minutes to make a positi
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ve and lasting impression and to make the gamble pay off. There was only one problem: he'd never given a speech outside of a small boardroom or for more than seven people. This audience was going to be over 100 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
the most influential, senior-level movers and shakers in his industry.
What would you do? Would you mumble a few polite thank you's and gamble that just being there would pay off? Would you throw the dice by tell
What would you do? Would you mumble a few polite thank you's and gamble that just being there would pay off? Would you throw the dice by tell
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ing a lame joke and risk losing whatever credibility you sought to purchase? Or would you make the most of the opportunity by giving a speech that enhanced your reputation and turned a few heads?
During our first
During our first
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
phone conversation, I asked him what he wanted to accomplish by speaking at this summit.
"My goal is is put a human face on my company and give people an experience of who I am," he said. "The dinner I've sponsor
"My goal is is put a human face on my company and give people an experience of who I am," he said. "The dinner I've sponsor
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
ed is the largest gathering during the conference. I feel as though it's key to take advantage of this speaking opportunity."
Two weeks before the event, Art and I got together to work on his speech. He'd written
Two weeks before the event, Art and I got together to work on his speech. He'd written
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
a few ideas on a piece of paper. What he prepared was a resume of his experience in the industry. While it was reasonably impressive, it was also predictable and boring. It was a report, not a speech that would en
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
gage someone's attention, especially after dinner and drinks.
We immediately shifted the focus from reporting to storytelling. I asked him to tell me stories about his job, his customers and how he got into the i
We immediately shifted the focus from reporting to storytelling. I asked him to tell me stories about his job, his customers and how he got into the i
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
dustry in the first place. Within a very short time he was on a roll. His stories were real, funny and fascinating. They were human-interest stories that revealed the person rather than the resume. They contained
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
umor, credibility and experience.
This is how Art described the experience the day after the summit:
"Dinner was poolside with a lectern off to one side," he said. "I was supposed to speak before dinner was serv
This is how Art described the experience the day after the summit:
"Dinner was poolside with a lectern off to one side," he said. "I was supposed to speak before dinner was serv
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ed, but after quite a while it was clear that wasn't going to be the case. I finally got up to speak around 8:45 p.m. and by that time it was dark and there was no light on the podium. To make matters worse, there
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
was music playing by the pool and they couldn't turn it off, so I had to speak over the music."
"So what happened?" I asked.
"Once I got into my stories," he said, "it was really flowing. Even though people were
"So what happened?" I asked.
"Once I got into my stories," he said, "it was really flowing. Even though people were
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
finishing their dessert, they paid attention."
"Do you feel that your gamble paid off?" I asked.
"What made it clear to me that the speech was a success," he continued, "was the number of people who came up to
"Do you feel that your gamble paid off?" I asked.
"What made it clear to me that the speech was a success," he continued, "was the number of people who came up 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
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
e afterwards. At least a third of the people acknowledged me later that evening or the following day. Over half were new contacts for me. I think the stories we worked on communicated a sense of who I am. After al
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
l, if they don't buy the salesman, they won't buy what you're selling."
Those are wise words. As a speaker, when you only have a few minutes to make a positive impression, sell yourself first and your product or
Those are wise words. As a speaker, when you only have a few minutes to make a positive impression, sell yourself first and your product or
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ervice second. Remember these simple guidelines the next time you give a speech:
1. People want to know who you are before they care about what you've done.
2. Use personal stories that reveal why you do what yo
1. People want to know who you are before they care about what you've done.
2. Use personal stories that reveal why you do what yo
.
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
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
u do, as well as what you do.
3. If you want to triple the results you get from speaking - triple your investment in preparation time.
4. Before you run your ideas by an audience, run them by a few colleagues. D
3. If you want to triple the results you get from speaking - triple your investment in preparation time.
4. Before you run your ideas by an audience, run them by a few colleagues. D
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
a few trial runs out loud and on your feet with someone watching. Or better yet, hire a good coach.
5. Rather than reading a list of accomplishments, appeal to the common ground that you share with your audience
5. Rather than reading a list of accomplishments, appeal to the common ground that you share with your audience
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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