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Main Subject - Understanding An Urban Myth ( 55% / 38% / 7% is Wrong)
The objective for most business presentations to is educate and influence people, while at the same time providing some entertainment to keep them interested. To achieve this, the au
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
dience must understand what you are saying. There are three aspects to understanding what someone is saying:
Vocal
Verbal
Visual
The standard percenta
The standard percenta
; 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
es that are often quoted in relation to public speaking, are that 7% of the information is conveyed verbally, 38% vocally, and 55% visually. These percentages have become an urban myt
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
, propagated by presentation trainers and voice coaches around the world.
These percentages are not only misleading, they are wrong. The origins of these figures are two separate st
These percentages are not only misleading, they are wrong. The origins of these figures are two separate st
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
dies, one conducted by Albert Mehrabian and Susan Ferris (1967) which compared vocal tone to facial cues, and the other by Mehrabian and Wiener (1967) which compared vocal tones to si
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
gle words. The single word used was “maybe”.
Mehrabian himself says "My findings are often misquoted. Clearly, it is absurd to imply or suggest that the verbal portion of all commun
Mehrabian himself says "My findings are often misquoted. Clearly, it is absurd to imply or suggest that the verbal portion of all commun
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
cation constitutes only 7% of the message."
However, that said, the way you say something has a tremendous affect on the way the words are received and the visual stimuli have yet an
However, that said, the way you say something has a tremendous affect on the way the words are received and the visual stimuli have yet an
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
other affect. What to aim for is having all three communication mechanisms, verbal, vocal and visual, to be in line with each other and to re-enforce each other.
Verbally Ar
Verbally Ar
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
the words that you are using easily understood by your audience? Try to avoid jargon and slang. Follow the KISS principle, decide what your main message should be and stick to it.
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
Do not confuse the issue with a number of smaller less imported side issues, which do not support your main theme. They may be interesting points but if they are tangential to the re
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
t of your presentation, they are best avoided.
Vocally Can your audience hear you? Are you talking loudly enough? Are you talking too loudly? Talking too loudly can be as
Vocally Can your audience hear you? Are you talking loudly enough? Are you talking too loudly? Talking too loudly can be as
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
frustrating for the audience as someone who talks too quietly. I remember one sales training presentation I attended where the speaker felt he had to shout to make his points. The f
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
rst couple of times he shouted everyone paid attention, the next couple of items people started to become irritated and from then on, everybody switched off and did not listen to a th
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
ng he was saying.
As well as the volume, try to enunciate clearly and do not mumble. Put some feeling into your voice rather than just reciting information in a monotone. By varyin
As well as the volume, try to enunciate clearly and do not mumble. Put some feeling into your voice rather than just reciting information in a monotone. By varyin
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
g the pitch, tone and volume of our voice, you will capture people’s attention and they will understand you better.
If you are unsure of how to put that sort of feeling into your voi
If you are unsure of how to put that sort of feeling into your voi
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
e, practise by reading young children stories from their books. Most people become more animated when doing this.
Visually What the audience sees has to reinforce what they
Visually What the audience sees has to reinforce what they
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
re being told, and how they are being told it. If you were told by the managing director that the company was doing really well and it was destined to break all its targets, while he
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
was slouching about with a face as long as a wet weekend. Would you believe him?
Your visual aids, e.g. PowerPoint slides, should illustrate the points you are making verbally, they
Your visual aids, e.g. PowerPoint slides, should illustrate the points you are making verbally, they
.
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
shouldn’t just be a list of bullet points but convey some added value.
Remember, all three aspects must corroborate each other. Having either of them contradicting what you are sayi
Remember, all three aspects must corroborate each other. Having either of them contradicting what you are sayi
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
g will ruin the communication.
Next time you hear a presentation coach reeling off the percentages 55%, 38% and 7%, it maybe time to ask them if they know what they are talking about
Next time you hear a presentation coach reeling off the percentages 55%, 38% and 7%, it maybe time to ask them if they know what they are talking about
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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