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Main Subject - Communicate to Connect: The Power of Attunement
Students of my presentation training often tell me one of the “pearls of wisdom” they value most is learning how to distinguish between a performance and communica
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
tion orientation.
Speakers with a performance orientation view audiences as critics who are judging how they make their presentation. As a result, these presente
Speakers with a performance orientation view audiences as critics who are judging how they make their presentation. As a result, these presente
; 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
s become over-focused on their wording and delivery. Presenters with a communication orientation focus on connecting and communicating with their audiences. They
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
look at presentations as conversations, not performances, and enjoy one-to-one, friendly, personal connection with individuals in the audience.
Understanding the
Understanding the
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ifference between hypervigilance and attunement can be as valuable to great communicators as shifting from a performance to a communications orientation.
When we
When we
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
are hypervigiliant, we are constantly looking for signals that we are not loved, appreciated, respected, cared about and helped enough. We are stressed, fearful a
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
d anxious, grounded in a flight-or-fight mentality.
Thirteen years ago, I was appointed general manager of a large public relations firm and charged with building
Thirteen years ago, I was appointed general manager of a large public relations firm and charged with building
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
the Atlanta office. Although I did my best to cover it up, I lived in constant fear I might fail.
Uneasy in my new role, I became hypervigiliant. Something as s
Uneasy in my new role, I became hypervigiliant. Something as s
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
mple as an employee’s suggestion that we do something in a different way felt like a direct assault on my authority. I heard the employee’s suggestion as a critic
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
ism that I was not good enough.
Once I became more self-aware and comfortable with myself and my abilities, I began to operate from a place of attunement. I was
Once I became more self-aware and comfortable with myself and my abilities, I began to operate from a place of attunement. I was
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ore relaxed and receptive. My desire was to know, understand, communicate and connect. I was no longer threatened by suggestions. Instead, I welcomed them.
When
When
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
we are attuned, we resonate with ourselves and other people. We seek connection over safety.
To find attunement, we must first be attuned to ourselves. We have
To find attunement, we must first be attuned to ourselves. We have
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
o separate our feelings from those of other people. Becoming aware of our bodies helps us accomplish this.
To tune into your body, take a deep breath, release it
To tune into your body, take a deep breath, release it
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
fully and drop deep inside. Scan your body. Notice what you are physically feeling. Are you tense? Relaxed? If so where? Just notice, don’t judge.
Monitor
Monitor
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
motions, thoughts, judgments, tension and calm. Ask yourself, “What am I feeling now?”
Psychotherapist Charlotte Kasl in her wonderful book If the Buddha Married
Psychotherapist Charlotte Kasl in her wonderful book If the Buddha Married
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
offers these additional questions to help us be more attuned to ourselves and others:
What is going on with me?
Am I afraid? Am I angry? Am I hurting?
Am I ca
What is going on with me?
Am I afraid? Am I angry? Am I hurting?
Am I ca
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
m? Am I open?
Am I really asking for what I want?
Did I agree to something that I don’t really want to do?
Are feelings of inadequacy or confidence underlying
Am I really asking for what I want?
Did I agree to something that I don’t really want to do?
Are feelings of inadequacy or confidence underlying
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
my words?
Am I being honest?
Is there a more skillful way to handle the situation?
When we think we know what another is feeling it can be valuable to ask if we
Am I being honest?
Is there a more skillful way to handle the situation?
When we think we know what another is feeling it can be valuable to ask if we
.
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
are projecting our own feelings onto others. Is it us or them who are feeling angry, elated, hurt or content?
The journey toward connection challenges us to beco
The journey toward connection challenges us to beco
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
e more self-aware. By shifting from hypervigilance to attunement, we own our feelings, become more open and receptive and pave the way for authentic communication
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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