Advice You - Business

There is an important rule to remember during presentations. The audience is KING! Yes, the audience can make or break you. The audi

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

ence is who you want to reach out to with your message, pitch etc. There is no need to fear the audience. With practice, you'll feel

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

Examples of combination products may in

much more positively about your audience and in turn, more confident about presenting to them. Remember, the audience is simply made

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

up of individual human beings much like you. I always believe that each person in the audience expects your best and hopes that you

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

eliver your best.

Genuine rapport is based on empathy. Confident presentations are made by people who respect their audience and wh

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

Combination pro

use their entire repertoire of communication skills to really connect with their audience.

In part one of this article, we will lo

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

k at establishing rapport using elements of communication skills

1. Vocal tone:

That's where the dreaded word monotonous comes in.

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

This will put your audience to sleep. If you your voice is really mono-toned, please consider hiring a speech coach.

2. Facial expr

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

ssions:

Rehearse your facial expressions using a mirror, or better still, a video. Check that your facial expressions are appropria

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

e and varied. Using the mirror or a video, please check that you have minimized or eliminated any nervous facial gestures you make.

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

nce you are aware of the various weird or crazy facial expressions that you make, you can go on to correct them.

3. Hand gestures:

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

Following aspects would a

I have the habit for speaking with my hands, so I've had to tame them a bit. Make sure you don't look too wooden or too distracting

dd to the challenges in developing combination products:

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

4. Pacing:

Speak slowly. Don't rush through. Having said that, don't speak too slowly as well cause this will only irritate the a

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

dience and make you sound stupid. Worldwide, there is an accepted proper pace for optimum comprehension by your audience. What I sug

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

est is to record yourself reading out three minutes of your presentation at your normal pace. If in three minutes you were able to c

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

ver more than 480 words, you're speaking way too quickly. If in three minutes, you only covered 420, the snoring in your audience wi

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

Professional from academic institutions, pharmaceutical industries, health care indust

l let you know that you're speaking way too slow!!! Hence about 450 words in three minutes would be optimum

5. Pitch:

Please don't

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

commit the terrible crime of ending your sentences by going up in pitch - unless you are in fact, asking a question. As a rule of th

.

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

mb, if you really want to emphasize a point, a piece of information, lower your pitch for the last couple of words in your sentence.

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

Companies that provide selfless information through particip

Make sure you establish plenty of eye contact.

In Part 2 of this article I will give you more tips on how to win over your audience

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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Advice You - How to Develop Great Presentation Skills - Building Rapport With the Audience (Part 1)

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