Advice You - Business

Your audience is more discerning than they were a year ago. So many things are calling for their attention they have to make judgment calls on the matters they can eliminate. At home they're using their remote controls to click off DVDs, VCRs, receivers and cable boxes. It just tak

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

es them a split second.

What's to say they won't click you off, if only in their minds, the minute they lose interest in your meeting or trade-show presentation?

As presenters we must find a way to engage the audience and keep it tuned in. It can be a daunting task when people ha

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

Examples of combination products may in

e so much on their minds. It's been said that people do business with the people they know, like and trust. The same is true for getting people to listen and act on your presentation.

People have been bombarded with advertisements making them keenly aware of manipulation. Any kind

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

of gimmick that used to draw people in now turns them off. A razzle-dazzle PowerPoint display isn't enough to keep people engaged. The recent business scandals are fresh in everyone's minds making meaningful, hype-free content more essential than ever. If your presentation has bee

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

referred to as a "dog and pony show," it's not a compliment. This phrase actually means a glitzy show lacking content. It's best left for a small-time circus, not your time-pressured audience who's grown weary of tricks.

Congruency is another factor of developing trust. I once sa

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

Combination pro

w a politician say to the crowd, "My goal is to bring us all together." While he voiced it, his hands pushed away from his body. It wasn't congruent, and my level of trust for him began to slip.

Words may indicate one thing, but if it isn't what you truly believe your body will sc

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

eam and declare your underlying thoughts. They are subtle messages, but your audience notices them. It could be as simple as an audience member asking the presenter if he has time for a question. The presenter impatiently looks down at his watch while saying a polite "Sure."

You k

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

now what they really mean. Most of the time they don't even see what time it is. It's just a way for them to hint to you, "I really don't have time, but I don't know how to tell you."

People believe body language. Make sure it's congruent with your words. It may seem like a trivia

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

concern in our fast-paced society, but any incongruence can be the seed of audience apprehension. You want to keep them focused on your content, not wondering about mixed messages.

Another way to build trust is through clarity. Are we crystal clear with our intentions? Do we tell

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

them from the beginning why we're there and what we hope to gain by making the presentation? Is our intention to persuade, inform or inspire? Once we have clarified our intention, the audience can relax into listening to the content.

Without taking the time to get perfectly clear

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

on our intention, the lack of clarity will be reflected in the rest of the talk. If you can't write your perfectly clear intention on the back of a business card, you've got a ways to go.

You're speaking because you are the expert. As the expert you'll need to bring a well- balanc

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

Following aspects would a

ed perspective. Acknowledge the concerns that may be in the minds of the audience. An overly optimistic one-way approach can be met with hesitation. People will be reassured when they know you've considered more than one angle. This style of addressing concerns while staying strong

dd to the challenges in developing combination products:

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

y grounded in your recommendation adds to the atmosphere of trust.

When you bring authenticity, congruency, clarity and multidimensional thinking into your presentation you set the stage for the highest level of trust.

The next element in engaging your audience is allowing people

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

to know you. Stay with me. I'm not asking you to go overboard in the touchy feely arena! As audience members most of us can remember what it's like to listen to speakers who say way too much about themselves and their personal lives.

But how well do you really feel you know someo

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

e who is just rattling off facts and figures? Their intelligence level may be very high but remember, "People do business with people they know, like and trust," Sharing something about who you are and how you relate to them will draw them into your presentation.

Recently, I heard

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

a CEO share a camping experience and how it related to what he learned about business. He became a fellow human being rather than the person who dictated the company's mission statement. It was much easier for his audience to relate to him. Dare to share one of your own stories an

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

Professional from academic institutions, pharmaceutical industries, health care indust

how it relates to your subject matter. Then watch your audience open up and work with you rather than against you.

OK, we've talked about building trust and allowing people to know you. Now how do you get them to like you? Many presenters are overly concerned with receiving accep

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

tance and approval from the audience. In striving too hard to be liked just the opposite can happen.

Distracting habits can creep into the best-dressed executive's presentation without them even knowing it. Anything that takes away from your natural presence such as a forced smile

.

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

jingling change in the pocket or any of the other habits must be addressed.

Increase your like ability by being yourself. The more relaxed you are the more they can relax. But keep in mind ... you want to be your best self, not a self that goes on automatic with habits of the pas

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

Companies that provide selfless information through particip

t.

A good presentation can win people's trust and motivate them to act. One hour in front of a group can be the difference between people working with you or against you. Subtle changes in your presenting style are well worth the time and attention. Your speaking speaks for itself

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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Beer coasters – a viable, well accepted and useful advertising format. If you have joined the growing number of companies buying advertising space on the beer home page, you will see how beer coasters drive up the traffic count.

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Advice You - Click with Your Audience in a Remote Control Society

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