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Main Subject - Never Be Boring Again
It was an odd reaction. I was in the middle of a customer service training session when my entire audience put down their pens almost at the same time, leaned back in their chairs and looked up at me with smiles and childlike innocence. It was as if a switch had been flipped in the room and all of a sudden the room was warmer. You know how you can hear th
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
e furnace turn on in the winter? It was like that, like the furnace turned on.
Up until that moment, the eighty people that were gathered in our chilly hotel room were listening to me, some more intently than others, while at the same time writing notes in their workbooks. They were listening, but they weren’t really with me. I knew this because when I’d
Up until that moment, the eighty people that were gathered in our chilly hotel room were listening to me, some more intently than others, while at the same time writing notes in their workbooks. They were listening, but they weren’t really with me. I knew this because when I’d
; 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
ask a question, it would take a minute for people to respond – like their brains were on screen saver and when I put them on the spot it made them realize they were daydreaming of a beach in Jamaica.
But when I said those magic words, “let me tell you a story about a customer that I had…” and I began telling a personal story, they all looked up and paid
But when I said those magic words, “let me tell you a story about a customer that I had…” and I began telling a personal story, they all looked up and paid
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
attention. They were right there with me hanging on every word. The only thing I can relate it to is a school of fish. You know how an entire school of fish turns left and then right and then left again at the same time as if they all have one brain? Like they are all one? Well the minute I started telling my story, it was as if we were all one. All of a
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
sudden and without warning - we were connected.
At the end of that day, a number of people came up to me to thank me for the training. One lady commented on the story that I told and then launched into her own story about a customer she had. I didn’t think much about it at the time – but it kept happening time and again at every program where I told that
At the end of that day, a number of people came up to me to thank me for the training. One lady commented on the story that I told and then launched into her own story about a customer she had. I didn’t think much about it at the time – but it kept happening time and again at every program where I told that
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
story. My story reminded her of her story, but now she understood her story better.
Have you ever channel surfed on the TV? You’re sitting there on your comfy couch with a liquid beverage in one hand and your trusty remote in the other and you’re just flipping channels. Nowadays you can really do some flipping, can’t you? There are hundreds of channels
Have you ever channel surfed on the TV? You’re sitting there on your comfy couch with a liquid beverage in one hand and your trusty remote in the other and you’re just flipping channels. Nowadays you can really do some flipping, can’t you? There are hundreds of channels
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
o choose from and they’re all sitting out there hoping you’ll pick them. And you, you’re looking for something that catches your attention.
Are you aware that your audience is doing something very similar while you’re talking? They’re sitting there a few feet away from you and they’re listening to what you’re saying but in their mind they’re flipping cha
Are you aware that your audience is doing something very similar while you’re talking? They’re sitting there a few feet away from you and they’re listening to what you’re saying but in their mind they’re flipping cha
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
nnels, waiting for you to say something that catches their attention.
If you’re doing a speech or a training session and what you’re saying sounds anything like high school – lots of facts and figures and numbers that remind them of being bored to tears in chemistry class, they mentally flip the channel. They may be looking at you, but their heads are in
If you’re doing a speech or a training session and what you’re saying sounds anything like high school – lots of facts and figures and numbers that remind them of being bored to tears in chemistry class, they mentally flip the channel. They may be looking at you, but their heads are in
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
Jamaica. That’s right, they’re watching the travel channel imagining themselves on a white sandy beach in Jamaica. Why?
Because they already did the school thing as kids and most of them didn’t like it, so anything that sounds like school turns them off. All the while, you want and need their full attention. You have to be as interesting as Jamaica.
Th
Because they already did the school thing as kids and most of them didn’t like it, so anything that sounds like school turns them off. All the while, you want and need their full attention. You have to be as interesting as Jamaica.
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
t’s why you’re not finished talking ’til you’ve told a story. When you start telling a story, and you really get into it by having fun and letting yourself go, then they listen with full attention. That’s what it’s all about - getting their full attention. In order to do that you’ve got to have something better for them to listen to, something more inter
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
esting than the noise going on inside their heads. You’ve got to catch their attention.
So what’s your story? What are the stories from your life that are just like the stories from someone else’s life that they will immediately relate to. Your first job as a speaker is to create a relationship, which means that you’ve got to find something to say that t
So what’s your story? What are the stories from your life that are just like the stories from someone else’s life that they will immediately relate to. Your first job as a speaker is to create a relationship, which means that you’ve got to find something to say that t
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
hey relate to. Facts and figures and numbers don’t do that.
Stories do - especially if they’re personal stories, the ones that are part of everyday life. If you can find everyday stories, and then craft them to make a good solid point, you’re a business storyteller. You’re on the fast track to success because you understand something that most people aro
Stories do - especially if they’re personal stories, the ones that are part of everyday life. If you can find everyday stories, and then craft them to make a good solid point, you’re a business storyteller. You’re on the fast track to success because you understand something that most people aro
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
nd you don’t - that stories are the best way to deliver content.
What was phenomenal about my customer service training experience was the sense of connection I had with that audience. At no other point during that entire day had I felt anything like it. One minute the room was chilly and the next minute it was warm. One minute the energy was scattered a
What was phenomenal about my customer service training experience was the sense of connection I had with that audience. At no other point during that entire day had I felt anything like it. One minute the room was chilly and the next minute it was warm. One minute the energy was scattered a
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
nd the next it was focused. One minute I was trying to hold their attention and the next minute I had it.
I think you know what I mean. Every speaker who has ever stood in the front of a room to teach or speak or lead a meeting has experienced it. It’s a palpable feeling. You either have it or you don’t. It’s a sense of connection that you have with your
I think you know what I mean. Every speaker who has ever stood in the front of a room to teach or speak or lead a meeting has experienced it. It’s a palpable feeling. You either have it or you don’t. It’s a sense of connection that you have with your
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
audience – a sense of oneness.
When it’s not there, it’s as if there is a gap between you and your audience. No matter how hard you try to connect, there is a hollow space that separates you. Speakers hate the gap. Audiences hate the gap. It serves neither speaker nor audience. What’s needed is a bridge across the gap – something to connect speaker and
When it’s not there, it’s as if there is a gap between you and your audience. No matter how hard you try to connect, there is a hollow space that separates you. Speakers hate the gap. Audiences hate the gap. It serves neither speaker nor audience. What’s needed is a bridge across the gap – something to connect speaker and
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
udience.
Stories are that bridge. Here’s what I’ve discovered over the years about storytelling in business:
Stories are that bridge. Here’s what I’ve discovered over the years about storytelling in business:
- When training people, a story is the best way to help employees “grasp” an abstract concept. It helps them “buy into” a new idea or initiative. The story brings an intellectual idea into the “real world” so they “get” it. Listeners “see”
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
what you’re saying and visualize it - which means they internalize it instead of just hearing it.
- Using a well-crafted story is the key to winning over resistant audiences. If you have to give bad news, sharing a story often makes listeners understand a decision and accept it, even when they don't like it.
- Storytell
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ing enhances your powers of persuasion. If you are proposing a product or service and your listeners aren’t "buying it," telling them a story that paints a picture of how the product or service has been used successfully elsewhere "proves" its merit by allowing the listener to test drive the product or service.
- Storytelling has the powe
.
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
to connect with an audience as no other medium can. It bridges the gap and removes any sense of separation.
- Not all stories work. There are good stories and bad stories. The good ones create a bridge that connects the speaker and his or her audience. The bad stories fall flat or even worse – widen the gap.
- Storytell
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
ing is a skill that can be practiced, learned and perfected. It’s like any other skill or discipline – the more you know, the better you become.
So what’s the morale of the story? Tell a story – make a point. Follow this simple advice and you will…never be boring again!
**********
So what’s the morale of the story? Tell a story – make a point. Follow this simple advice and you will…never be boring again!
**********
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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