Advice You - Business

Public relations are about communication as a whole. In order to get positive publicity out of a televised opportunity, one should con

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

sider every detail from the first to last impression. The publicity’s outcome can spin in any direction-- and it all depends on the sh

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

Examples of combination products may in

w’s viewers. Winning an audience is not just about being entertaining or informative. The guest needs to establish a bond with the hos

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

, the audience and the viewers. The situation is largely psychological.

Here are some factors that go into a good TV interview:

•You

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

need to be yourself—and show genuine emotion. If you are acting fake, it is very likely to come through to the audience. If people se

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

Combination pro

you as fake, you lose credibility and the publicity is deemed useless. •Body language is huge. You cannot look too relaxed or stif

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

. Since you are usually seated on a big chair or couch, you need to make sure you don’t lurch or fall too far back. Sit up straight bu

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

t facing slightly forward. It helps keep you alert and you look more relaxed.

•Cross your legs at the knee and not the ankle.

•Speak

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

clearly and use laymen’s terms. Don’t expect your audience or even your host to know as much about your topic as you do. Using specifi

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

terminology will not make you look respectable—you can lose your audience.

•Eye contact is crucial when you are on television. It ca

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

get confusing when you’re around so many cameras, so you should always look into the eyes of the person you’re talking to at the mome

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

Following aspects would a

nt.

•If you use gestures when speaking, practicing speaking while keeping your movements below your chest level. It is distracting to

dd to the challenges in developing combination products:

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

watch someone gesture to high up towards their face.

•If the discussion is boring, consider adding a bit of controversy in what you s

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

y. Be bold and take a position.

•Make sure that you know what you are taking about-- if you get stuck with a question you don’t have

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

the answer to, lead into another subject by saying, “I am not too sure about that but I do know that…” Then lead into something you wa

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

t to promote.

•Find out about the show’s topic. Be sure to have a clear understanding about the topic at hand. Whether it is about yo

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

Professional from academic institutions, pharmaceutical industries, health care indust

r band’s new record, your book’s new tour or your new movie—you should know some details.

•If possible, be sure to show your lighter

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

side at least once or twice through humor or words of kindness. A good time to do so is at the end of the interview. The impression st

.

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

cks with the audience.

•Remember to smile once in a while.

•Shake the host’s hand. Sometimes people forget.

•Practice makes perfect

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

Companies that provide selfless information through particip

Go over some notes and speak out loud as often as you can about the subject to prepare for the interview.

•Thank them for having you

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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Following up with past clients is an effective path to new business- both in terms of cost and results.

Advertising agencies are in the doldrums that is because the services they provide, the way they should be paid and their relationships with their clients are all in jeopardy. There is much uncertainty, much debate, much nervousness, and no sign of any resolution to the problem. Certainly one of the things agency people have lost sight of is that advertising, like all marketing functions is done to make money!

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Advice You - How to Excel at a Televised Interview

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