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Advice You - Media Training: Stop Talking, Already!
THE TWO MINUTES UNDERDOG
Edward Everett was one of the most famous orators of his time. Standing before an audience of thousands in a Pennsylvania field on a cold winter’s
Edward Everett was one of the most famous orators of his time. Standing before an audience of thousands in a Pennsylvania field on a cold winter’s
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
day in November 1863, he delivered one of the impassioned speeches that made him famous. His two-hour speech reportedly captivated the crowd.
The poor fellow who was sche
The poor fellow who was sche
; 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
uled to speak after him had only prepared a two-minute speech.
The man was Abraham Lincoln, and the speech was the Gettysburg Address.
Less is more.
ACCOMPLISH MORE BY S
The man was Abraham Lincoln, and the speech was the Gettysburg Address.
Less is more.
ACCOMPLISH MORE BY S
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
AYING LESS
Most interviewees are experts in their fields. They have a lifetime of acquired learning in their subject, and could easily pontificate for hours about even the
Most interviewees are experts in their fields. They have a lifetime of acquired learning in their subject, and could easily pontificate for hours about even 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
smallest detail. Their expertise rarely fails to impress at dinner parties, and they are regarded as wise counsel amongst friends.
But in the setting of a media interview,
But in the setting of a media interview,
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
they almost always say too much.
Perhaps they feel the need to demonstrate the depth of their knowledge in an attempt to build their credibility. Conceivably they think t
Perhaps they feel the need to demonstrate the depth of their knowledge in an attempt to build their credibility. Conceivably they think t
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
at giving a reporter extensive background is helpful. Or maybe their nervousness uncontrollably propels them to chatter endlessly. Either way, they’ve lost total control 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
their message, and are inevitably disappointed by their quote in the next day’s paper.
An interview isn’t about demonstrating knowledge – it’s about organizing knowledge.
An interview isn’t about demonstrating knowledge – it’s about organizing knowledge.
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
Instead of downloading raw information to a member of the press, interviewees should prepare no more than three main message points (single sentences) prior to the intervie
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
w. During the interview, questions should be answered directly – but quickly – before segueing to a prepared message.
In general, try to keep your answers to 30 seconds or
In general, try to keep your answers to 30 seconds or
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
less; complicated questions can occasionally require up to a full minute. By doing so, the audience stands a much better chance of actually remembering your most important
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
oints. Remember – even the smartest audience won’t be able to recall everything you said. But they will remember the highlights – if they remain unburied by nonessential ve
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
rbiage.
THE LESS YOU SAY, THE LESS YOU STRAY
Another reason to “talk short” is that it limits your risk of saying something you’ll ultimately regret. As an interview cont
THE LESS YOU SAY, THE LESS YOU STRAY
Another reason to “talk short” is that it limits your risk of saying something you’ll ultimately regret. As an interview cont
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
nues, most interviewees become more comfortable. That’s a good thing. But too often, they become victims of what I’ve dubbed, “The Seven Second Stray.”
The Seven Second St
The Seven Second St
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
ray is the often inevitable moment when a comfortable interviewee makes a slightly sarcastic or flip remark. The spokesperson may have been on message for the other 59 minu
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
es and 53 seconds of an hour-long interview. But I can almost guarantee that the reporter will ultimately use the less-than-favorable seven seconds. Why? Because it’s unscr
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
ipted, off-the-cuff and probably more dramatic than everything else you’ve said.
BILL CLINTON BOMBS
Before he became president in 1993, Bill Clinton was best known for hi
BILL CLINTON BOMBS
Before he became president in 1993, Bill Clinton was best known for hi
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
1988 nominating speech at the Democratic National Convention.
His speech droned on for more than an hour. Television cutaways showed delegates of his own party nodding of
His speech droned on for more than an hour. Television cutaways showed delegates of his own party nodding of
.
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
f. When he finally uttered the words, “And in conclusion,” the delegates cheered wildly.
A few nights later, he appeared on Johnny Carson’s “Tonight Show.” Carson’s first
A few nights later, he appeared on Johnny Carson’s “Tonight Show.” Carson’s first
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
uestion? “So, governor, how are you?” Without pausing, Carson reached under his desk, pulled out an hourglass, and turned it upside down. The audience roared.
Less is more
Less is more
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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