Advice You - Business

I’ve worked in media and public relations for 20 years, and experience has taught me that communication is an essential skill to master in order to be successful in all aspects of one’s life. No one person can

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

do many things without the involvement of other human beings; having superior communication skills, then, is a highly enviable quality, and those who manage such a feat serve as role models to the rest of u

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

Examples of combination products may in

. Ronald Reagan, “The Great Communicator", exemplified this quality so well that people elected him President.

1. Confidence, such as Reagan had, is one of the essential non-verbal aspects of communication.

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

Confidence can help one talk to others with ease and makes people want to listen to what one has to say. One way to gain confidence is to gain understanding. If one has a firm grasp of what it is one wants to

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

ay, one will have fewer reservations about speaking out. Reagan had confidence in what he was saying. He believed in his material and was familiar with it, which gave him the confidence to communicate well a

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

Combination pro

d be well received by his audience. Similarly, believing in one’s own goals and ideas, communicating them without doubt, will gain them a better reception than an uncertain, mumbled communication would.

2.

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

Reagan’s confidently-delivered speeches were crafted to give his American audience hope and a sense of optimism. His 1984 re-election campaign slogan, “It’s morning again in America," exemplified his vision of

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

a better future for the country, especially after the traumas (Watergate, Vietnam, etc.) of the sixties and seventies. No one likes hearing bad news, and a positive attitude inspires one’s listeners, improvi

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

g their outlook on the topic and on the speaker. Reagan’s use of symbolism- “morning”- is a particularly effective method of communication, as it solidifies an abstract concept in the listener’s mind with an

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

image, making Reagan’s idea of a positive future more real. In communicating an idea, one would best be served by finding a positive expression for the idea, and finding an evocative symbolic form for the posi

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

ive idea.

3. The third key to being a great communicator is wit. One must have a sense of humor and be able to tell stories, jokes and anecdotes. Telling a joke will help break the ice and get people intere

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

Following aspects would a

sted in what one has to say, enabling a better connection with them. Doug Gamble, one of Reagan’s speech writers said, “Unlike Presidents George H.W. Bush and Bill Clinton, whose use of humor often seemed le

dd to the challenges in developing combination products:

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

s than heartfelt and somewhat mechanical, and George W. Bush, who is uncomfortable doing it, humor glowed from Reagan's very soul.” Reagan expertly used his genuine sense of humor and excellent comedic timin

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

to not only amuse his audience, but also to convey his political points. For example, Reagan illustrated a key principle of his political philosophy with the quip, “The nine most terrifying words in the Engli

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

h language are: 'I'm from the government and I'm here to help.'"

One effective manifestation of wit is the strategic deployment of self- deprecating humor. Making oneself come across as more human and down-to-

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

earth will more readily draw people’s interest in one’s message. Returning to a Reagan example, the late President enjoyed poking fun at himself, not only for entertainment purposes, but also to disarm his op

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

Professional from academic institutions, pharmaceutical industries, health care indust

ponents. When Reagan’s opponent in the 1984 campaign, Walter Mondale, described Reagan’s reign as "government by amnesia," the president reacted, "I thought that remark accusing me of having amnesia was unca

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

led for. I just wish I could remember who said it.” Similarly, Reagan jested about his alleged tendency to fall asleep on the job, “I’ve given my aides instructions that if trouble breaks out in any of the w

.

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

rld's hot spots they should wake me up immediately - even if I'm in a Cabinet meeting." Self-deprecating humor is a very effective communication tool.

With “The Great Communicator” no longer with us and with

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

Companies that provide selfless information through particip

o role model to replace him, it remains up to each of us to become our own great communicator. Be confident, be witty, be optimistic, and you can interact effectively enough with others to realize your goals

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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Meetings – in business they are very important, but you can have too much of a good thing. Meetings are also time consuming and expensive and often take you and your staff away from more profitable activities. So how do you make meetings effective and profitable?

Because the goals in sports are easy to comprehend, they are often used as an analogy to the goals of business. Yet, the goals in business are much more difficult to define and understand. It takes more skills and motivation to succeed in business and that must be understood also.

Successful sales people dress their best when in front of prospects. And so do successful sales letters. Here are some tested sales letter design and layout tips, some of them from direct mail designer Ted Kikoler, and excerpted from The Lead Generation Handbook by Bob Bly.

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