Useful Advices - Business

Imagine if you were going to address a stadium full of people. You’d probably spend hours (if not days or weeks) agonizing over every word you were going to say. You’d practice your gest

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

ures in the mirror. You’d carefully select your clothing. You might even rehearse with your family.

Surprisingly, though, many spokespeople don’t give much thought to an interview befor

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

Examples of combination products may in

e speaking to a reporter. “It’s only one person,” they may think, “Plus, I know my material cold.”

Preparing for a media interview – during which you may reach many more people than cou

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

ld fit in a stadium – should be at least as important as preparing a speech for that rowdy crowd.

Here are seven ways you can help prepare before you speak to a member of the press:

1.

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

Visualize An Audience of One -- Reporters are simply the conduit between you and the audience. Don’t try to impress a journalist with the depth of your technical knowledge or envision a

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

Combination pro

n audience of thousands. Instead, visualize the woman listening to news radio on her drive home or the man sitting on his living room sofa reading the morning paper. That personal connec

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

tion will help ensure that you’re having a conversation with the audience instead of speaking at them.

2. Write Tomorrow’s Headline -- Every time you give an interview, the reporter sho

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

uld walk away with a clear sense of what the headline will be – and you should be the person who gives it to her. Prior to each interview, write down your perfect headline. It should be

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

short – no longer than a sentence – and completely compelling. During the interview, state your headline several times, and place as many of your other answers as possible within the con

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

text of that headline.

3. Play Bridge -- Reporters rarely ask the “perfect question” that allows you to deliver your ideal headline. Therefore, you’ll have to seamlessly segue to your p

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

oint. After answering a reporter’s question directly, bridge to your headline by saying something such as, “But I think the most important thing here is...” or “The bigger picture is tha

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

Following aspects would a

t....”

4. Help Them See It -- Since people are barraged with more information than they can retain, raw numbers and statistics rarely stick. Instead of just delivering information witho

dd to the challenges in developing combination products:

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

ut context, develop a more user-friendly metaphor. For example, instead of saying that 4.5 million people have Alzheimer’s disease, say that more Americans have Alzheimer’s disease than

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

Colorado does people.

5. Be a Layman -- Every profession has its own set of acronyms, specialized terms, and jargon that is not understood by the general public. Successful spokespeople

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

know they have to express complicated thoughts simply to ensure their message resonates. Use metaphors, analogies and anecdotes to help make your point. If you’re stuck, try explaining

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

your topic in simple terms to your 12-year-old nephew until he understands it.

6. Accentuate the Positive -- If a reporter asks you an innocuous question, repeat back the question in th

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

Professional from academic institutions, pharmaceutical industries, health care indust

e beginning of your answer. For example, “How is the weather today?” should be answered with, “The weather is beautiful today,” instead of just, “Beautiful.” Since a reporter’s question

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

is unlikely to be included in the story, speaking in complete sentences allows the journalist to quote an entire self-contained thought.

7. Eliminate the Negative -- If you are asked a

.

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

negative question, such as, “Has your organization ever broken the law,” do not answer by saying, “Our organization has never broken the law.” Doing so connects illegal activity and your

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

Companies that provide selfless information through particip

organization in the same sentence – something you never want to do. Instead, frame your answer in positive terms by saying, “We are confident that we have always complied with the law.”

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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