Advice You - Business

Have you ever been interviewed by the media in a hostile or sensitive situation? Did you feel prepared to handle that interview? Do you ever notic

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 or even pay attention to how many times people are embarrassed or made to look foolish or ignorant during tough interviews? Do you realize the po

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

Examples of combination products may in

itive impacts that can result from a superb performance in those hostile interviews? Well, if you have noticed and do realize the potential benefit

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

of strong interview performance, what have you done about it?

If you want to increase your preparedness when coming under fire from the media or w

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

en being interviewed on very sensitive subjects, then you might be open to some advice to help you in your future experiences. Your strategic think

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

Combination pro

ng business coach offers the following ten (10) survival strategy tips on handling sensitive and hostile interviews.

1. Prepare for the interview

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

by deciding what theme and key points you want your messages to convey in the interview.

2. Keep your message simple and make it sound like it is

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

atural and not rehearsed.

3. Repeat your key message and points several times during the interview, if the interview is long enough for that oppor

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

unity.

4. Always keep your sub-messages and key points in the top of your mind and weave those messages into your answers, even if you are not ask

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

d a direct question for those specific responses.

5. Commit to becoming and being a skilled and trained spokesperson.

6. NEVER and I repeat NEVE

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

say “NO COMMENT” when asked a tough or hostile question. Use the opportunity to refer back to your key message, by weaving in that key message aga

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

Following aspects would a

in by saying something like, "I don't know the answer to that question, but I can tell you that..."

7. ALWAYS be honest and if you do not know the

dd to the challenges in developing combination products:

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

answer to a question, then admit you do not know. Never knowingly tell an untruth because it will be found out and will come back to haunt and hurt

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

you.

8. Plan for the interview by anticipating the worst possible questions that could be asked and prepare a response to those questions. This t

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

pe of preparation is invaluable and prepares you for those tough & hostile questions.

9. Practice! Practice! Practice! Ask a colleague to do a m

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

ck interview with you in preparation for your sensitive or hostile interview.

10. Do an evaluation of your interview performance. You may conside

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

Professional from academic institutions, pharmaceutical industries, health care indust

r taping the interview and then playing it back to see how you look and/or sound. This is an excellent forum for training and to learn areas for im

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

roved performance.

Your strategic thinking business coach encourages you to use strategic thinking in the development of your media skills. If you

.

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

would like to learn more about handling hostile & sensitive interviews and other media experiences and how a strategic thinking business coach can f

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

Companies that provide selfless information through particip

cilitate and guide you in that endeavor, please contact Glenn Ebersole through his website at www.businesscoach4u.com or by email at jgecoach@aol.co

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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