Advice You - Business

Seventy percent of multinational business ventures worldwide fail due to cultural differences according to research

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

done by the International Labor Organization.

If you are speaking to international audiences, or even to multicul

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

Examples of combination products may in

ural audiences within the U.S., you want your presentation to increase understanding and connection, not to add mor

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

barriers.

Recently I had the opportunity of interviewing Pat Zakian Tith, president of Global Workplace of Washin

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

ton, DC. Pat works with leaders to help them create and manage international and multicultural workforces. Here are

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

Combination pro

some of the things I learned for connecting with multicultural audiences:

Speak clearly; enunciate

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

your words. When English is not the listeners' first language, it is easier for them to understand yo

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

when your enunciation is closer to the words they learned during their English instruction.

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

ong>Adjust your pacing. This usually means slow down. A slower pace is also critical if some

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

ne is doing simultaneous translation for you.

Select examples from the audience's culture

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

examples your listeners can relate to. I use a lot of examples from U.S. politics in my

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

Following aspects would a

presentations. When I'm speaking to a non-U.S. audience, I substitute examples drawn from the local country or

dd to the challenges in developing combination products:

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

region. If I can't find a suitable replacement, I will use my American example, but I will provide a set

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

p so people understand the significance-and universality-of the point the example demonstrates.

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

g>Filter out words, expressions or references the audience might not recognize. I find this to be the

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

hardest of these four tips. When I'm working with a prepared text, I go through it with a fine-toothed comb (W

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

Professional from academic institutions, pharmaceutical industries, health care indust

oops! I wonder how that translates!) to catch clich?s; popular expressions; and names of products, people

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

or places that might be unfamiliar or confusing. Have a native review the text. He or she is likely to catch

.

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

dditional verbiage that needs changing. If I'm speaking just from notes, I talk through it aloud, listeni

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

Companies that provide selfless information through particip

g for the same items.

Applying these four tips will do wonders in helping you connect with 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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E-letters should be an integral part of nearly every company’s marketing plan. They are both time and cost effective, reaching all of your clients and as many potential clients as you have permission to solicit via email.

Gene, a friend of mine in the chemical business told me about traveling to see a potential client in Manila. They had a morning meeting and discussions were going well, but as the clock got to about half past eleven, Gene noticed that the client had something else on his mind. Eventually, the client told Gene that he was sorry, but he had somewhere else he needed to be.

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Advice You - Winning Over Multicultural Audiences: 4 Ways to Connect with People from Other Cultures & Languages

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