Advice You - Business

Imagine yourself speaking with passion and authenticity. Your thoughts turn into dynamic and memorable words, expressed fluidly, with confidence a

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

nd presence. How does this happen?

Three steps will turn this image into reality for your next speaking opportunity.

Step One: Crafting Your Spe

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

Examples of combination products may in

king Content

If you are using slides:

For each slide, write down these four things

1) Attention-getting opening statement (not the slide t

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

tle)

2) 2-3 key points

3) Story or experience that illustrates your key points

4) Benefit or value statement – why should the au

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

dience care?

If you are not using slides, create an outline including

1) Attention-getting opening

2) Key Points

3) Stories

4)

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

Combination pro

Closing and call-to-action

Techniques to help you include:

Short phrases
Active voice
Replace the words ‘and’, ‘but

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

, ‘however’ with periods. Short sentences are easier to hear. Step Two: Create your Notes and Practice Your Speech

Notes should build

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

on your crafted speaking content. They are short and succinct. Notes are not full sentences, scripts, essays, scholarly or literary works.

Once y

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

u’ve crafted your content on your computer, take the time to handwrite your thoughts onto paper or index cards. This helps you remember what you w

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

nt to say. Try this and experience the difference before you skip this step!

Techniques to help you include:

Practice with your handwrit

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

en notes. Hold them in your hands and speak out loud.

Listen to yourself

Repeat small sections 3-4 times until they sound right.

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

Following aspects would a

li> Step Three: Alleviate nervousness with rehearsals. Rehearsing is different from practicing.

To rehearse, set up a room as close as poss

dd to the challenges in developing combination products:

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

ble to the way the real venue will be set up. Even if this is hard to do, the effort will pay substantial dividends.

Speak straight through your

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

ontent. Imagine the audience in the room with you. This means selecting objects to make eye contact with, moving around the space, and resisting t

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

he temptation to repeat parts or correct mistakes.

Once you’ve spoken straight through, you can go back to any sticky parts, practice them 3-4 ti

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

es, then start from the beginning again and go straight through.

Techniques to help you:

If you get stuck someplace, pause, breathe and

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

Professional from academic institutions, pharmaceutical industries, health care indust

ick up again at that spot. It does not help to go back to the beginning.

Trust yourself to say what you need to say.

The audien

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

ce won’t know what you planned to say, so keep going even if you forget something. A confident delivery is more important than speaking any partic

.

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

lar word or sentence.

As one client wrote to me: “As a perfectionist, I continued to get stuck because the speech was never ‘good enough’. Thanks

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

Companies that provide selfless information through particip

Susan, for walking me through a process that I once dreaded. Your insights helped me gain the confidence to break through my speaking barriers.

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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That was the question that I started to ask myself. “What does it all mean? Who cares if I have all these “nice things” to play with? Surely that’s not what life is supposed to be about?” The endless fight that we were fighting was not bringing us the real stuff that counted.

Learn to use stories about benefits to get prospective clients to listen to you. Talk about their pain and your solutions to grow your business.

Once you know more about your target market, you can put your time only on what you need to get these people to buy. After you learn and apply some simple marketing techniques, like me, you can delegate it to a low-cost computer assistant and spend less than nine hours a week on this task.

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