Advice You - Business

Q - The real question is - how long will your audience pay attention?

A - In business, or business presentations, timing is everythi

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

ng, according to Christina Kaya, who heads Kayaco Seminars, (Kayaco.com) specializing in communication skills development for busines

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

Examples of combination products may in

s. Holding the attention of your listeners for the duration of a presentation is easy when you understand that there are predictable

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

atterns in the way people pay attention. Speakers who know how to work with these attention patterns can hold the attention of an aud

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

ience to gain commitment and prompt action.

How do you hold the attention of your audience? Studies in brain research indicate that

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

Combination pro

s the length of a presentation increases, the time the audience spends in "down-time" increases. During a twenty-minute presentation,

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

the audience is absorbing and retaining information for approximately 18 of those 20 minutes, or 90% of the total presentation time.

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 40-minute presentation only commands full attention 75% of the time. During an 80-minute presentation, listeners are in "down-time"

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

for 30 of those 80 minutes.

Twenty minutes is the optimum time frame for one-way delivery of information. Presentations that requir

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

a longer format should be designed with 20-minute modules. This involves planning a major change every 20 minutes, with a change in

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

the use of technology, or audience involvement.

There are also "micro-cycles" of attention within these 20-minute time frames. Peopl

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

Following aspects would a

e "tune in" and "tune out" on a regular basis. At any time during a presentation, the audience "tunes in" and actively takes in infor

dd to the challenges in developing combination products:

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

ation, then "tunes out", or goes into "down time" to process the information. Studies have shown that these cycles are between 35 and

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

55 seconds of uptime, followed by two or three seconds of "down time". If you time your presentation to match these cycles you are g

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

aranteed to hold attention from start to finish.

The opening of a business presentation is one of the most important "micro-cycles"

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

to plan. As the saying goes, "you don't get a second chance to make a good first impression". How many times have you attended a pres

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

Professional from academic institutions, pharmaceutical industries, health care indust

ntation where the opening statements took too long? Opening statements should ideally take no longer than 55 seconds to deliver. When

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

opening statements run longer than a minute, some of the information is being missed, because virtually everyone has spontaneously g

.

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

ne into "down time"!

So the next time you have to make a busine

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

Companies that provide selfless information through particip

ss presentation, get out your stopwatch and time your material. In business - and in business presentations, timing is everything

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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