Main Subject - Business

Many moons ago, when I first started presenting in front of groups of people, I used to wonder with awe at those seasoned presenters who seemed to just ‘have the gift' of being able to stand in front of an audience and effortlessly presen

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

t their ‘message' or ‘ideas'. To hear them talk, I'd swear they were natural born ‘presenters'. Well guess what....they weren't. In fact, even the world's top presenters all began their public speaking careers as rank amateurs. I then lea

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

Examples of combination products may in

rnt that, along with most things in life, it's all down to practice.

It's amazing what practice produces - in all areas of your life and business. The very best presenters today once all started in the same place. That first presentation

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

reading from notes and being terrified to try presenting without notes (we've all been there). It's all down to confidence.

In a nutshell, the idea is that for any skill - from such a simple thing as tying your shoelaces to presenting i

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

n front of a group - there are basically four levels:

1st Level - Unconscious Incompetence - you don't know that you can't do it!
2nd Level - Conscious Incompetence - you now know that you can't do it!
3rd Level - Conscious Com

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

Combination pro

etence - You now feel ‘confident' at doing it but you're still thinking about it!
4th Level - Unconscious Competence - You are ‘highly confident' - striving to continuously improve and become an expert in your field. Most of the basi

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

c actions you employ are now automatic.

We all begin new things as incompetents - that is, we ‘don't know what we don't know'. Recognising this incompetence, however, is the first step in the learning process. Feeling ok

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

about it is the next. It is only when we are willing to demonstrate our ignorance - to ourselves and others (without fear of failure) that we can move through this stage to a level where we can perform a task with a certain amount of com

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

etence. Can you remember as a child trying to tie your shoelaces? Wasn't it so complicated the first time? How many times do you even consider thinking about that now? It has become totally automatic has it not? This is the same with ANY

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

new skill that we learn.

Imagine that it could take about 500 hours of practising a skill to become really competent at it. You might radically reduce or ‘fast track' that time if you have the advantage of good feedback.

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

One of the most rewarding areas I have experienced when working with businesses is the radical acceleration of the business growth by implementing tried and tested methods that are already proven, rather than the business owner going alon

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

Following aspects would a

e and trying to ‘re-invent the wheel'. Many people are happy with being what they consider as ‘competent'. If they see themselves as "ok", they stop practising. Others would like to be ‘outstanding' - to be widely known as an expert in th

dd to the challenges in developing combination products:

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

eir field. It may, however, take even longer to go from being competent at something to being a real expert in your field.

So why would you want to be more than ‘ok' in the field of presenting? Here's 3 reasons:

1. The

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

atisfaction of doing something very well.

2. To be rewarded accordingly (both socially and financially). To stand out above the competition.

3. There are two crucial areas in any business. The first is being able to deliver your 'produc

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

t' with outstanding consistency. The second is being able to sell yourself to your prospects. To achieve this will requires a honed and well practised presentation. You can have the best product in the world, however if you have a poor pr

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

sentation you simply won't sell it. At best you will have a low conversion rate from prospect to client.

The 5th level - Excel at what you do. It's more than ‘Unconscious Competence'. More than ‘just practice'. It is a l

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

Professional from academic institutions, pharmaceutical industries, health care indust

evel that only the really determined will ever achieve. Add passion and perseverance in the face of all odds. It also allows you to ‘niche' your business and your pricing accordingly.

So here's a thought

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

or two:

1) When you present yourself and your business - consider THREE areas where you have reached level 2 i.e. you are currently ‘consciously incompetent'. List THREE things you could do to get you level 4 i.e. ‘unconsciously

.

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

competent' in all three areas.

2) When you present yourself and your business - list THREE areas where you have reached level 4 i.e. you have become ‘unconsciously competent'. Now list THREE things you could do to further add pass

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

Companies that provide selfless information through particip

ion and improvement...

3) Then the important part! Do something today to ensure that you act on just one of your six new ideas...

Look out for Part 2 on ‘How to improve your business presentation Skills'

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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Main Subject - How to Improve Your Business Presentation Skills - Part1

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