Main Subject - Business

We’ve all been subjected to awful speakers—some are boring, others are sanctimonious, a few are tedious. The one thing all of these rotten speakers have in common is this

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

: listening to them is pure torture and all you can think about is how you will never get the last thirty minutes of your life back.

Most of us tune out quickly once we

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

Examples of combination products may in

re subjected to a lousy speaker. We pretend to take notes on our Palms only to check our email or add items to our To Do List. We daydream about our summer vacations. Occ

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

asionally, we literally fall asleep.

The master communicator does none of these things. Instead, the master listens and watches the poor speaker AND watches the other au

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

ience members carefully. The master understands that the more you know about how other speakers lose their audiences, the less likely you are to lose your own audience th

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

Combination pro

e next time you have to speak.

Only by watching and listening to dreadful speakers can you break down, step-by-step, exactly what their mistakes are. Once mistakes are i

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

olated, they are easier not to repeat.

The essential ingredient that master communicators must have is self-awareness. The masters must be able to see other people’s blu

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

nders and acknowledge that they too have made the same mistakes and are likely to do so again and unless they remind themselves constantly not to do so.

For example, mos

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

of us have sat through countless business presentations from executives that are incredibly boring because the speaker lists one abstract fact after another, quickly. Th

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

e speaker races through 157 key developments that happened in his division during the last 6 months. Not a single example, story, anecdote, vignette or case study is offe

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

ed, just a quick regurgitation of abstract bullet points.

We’ve all been there, and yet most executives planning a presentation make the exact same blunder when creating

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

Following aspects would a

and delivering their own speeches. They have no self-awareness.

Master communicators are not necessarily any smarter or harder working than average or boring speakers.

dd to the challenges in developing combination products:

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

he only difference is that they ask themselves, “Why would I want to submit someone to the same thing I hate myself?”

When given the option, I always choose to watch ano

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

ther speaker by standing at the front of the room and on the far left or right side of the room. This allows for a clear and unobstructed view of the speaker and the rest

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

of the audience without being distracting to either. From this position it is easy to see when a speaker is buried in notes, gives insufficient eye contact or ignores who

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

le sections of the room.

Take note when you hear other people speak; your notes should include info on subject matter as well as presentation technique. Your notes may i

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

Professional from academic institutions, pharmaceutical industries, health care indust

clude entries such as this:

“Sally held everyone’s attention brilliantly for the first five minutes as she gave us a blow by blow description of her battle with the acco

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

unt executive at the Acme widget company, but the second she launched into her slides, the energy went out of her voice and the room. Five minutes later, I noticed everyo

.

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

e was slouching and shifting in their chairs uncomfortably. After ten minutes of her slide presentation, I could swear I saw Dickinson nodding off and then catching himse

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

Companies that provide selfless information through particip

lf and pretending to mask his snore with a throat clearing.”

Everyone makes speaking mistakes. The master communicators reduce theirs by learning from yours. You can too

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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