Advice You - Business

If you want to get results from your presentations, and from your speeches, you need, basically, a message and a presentation focused on the results you want. You use the visuals, then, to support that message – give it power. And you must be seen, in your

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

presentation and in your use of those visuals, as competent and confident. Then you will produce the impact that you choose.

It may be that in the culture of your organisation or of your audience, impact will be created by your visuals. If the message of you

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

Examples of combination products may in

r speech means nothing, your speech means nothing, and your image beyond the ability to create those visuals means nothing, then you will need to develop a high level of competency in creating those visuals and in presenting them. Invest in courses in construc

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

tion and invest time in becoming competent with their operation.

If there is any possibility of going beyond that culture, beyond an unquestioned tradition, then DO! And you can guarantee results. Your impact will be made with your message, and with your pre

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

sentation skills. And that means the visual supports will be just that – supports – unobtrusive in themselves. They need to be professional, yes, excellent, yes, to support your credibility and image, but they should be seamlessly supporting your message, not

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

Combination pro

announcing their presence.

And if you want them to be excellent, work on your design skills. Try to be unique if you can, especially where you want to make an impact. Using the same old clip art and graphics that everyone uses will not be noticed, but origin

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

ality will.

If your visuals are to work without distracting from your message, be sure they can be seen by everyone in the room. Make your words large and uncluttered. Five or six lines on a slide, flip chart page or transparency is absolutely adequate, if n

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

ot too much, and they will create far more impact than a mass of written material. The same applies to images.

Objects should be large enough to be seen, too. You can pass the smaller ones around, but know that while people are looking at the objects, they a

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

re not looking at you, and you have lost their attention. It may be better to have a display that people can look at after the presentation.

Using the “equipment” has to be as unobtrusive as possible. The first step here is being prepared. If you can practi

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

ce beforehand, do so. Organise all the physical objects so that you can reach them when they are needed, without having to search, and without having to fumble. This may mean arranging them in the order in which they will be presented. It may mean practising

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

the presentation so that you know automatically where to reach for something. This can apply to objects you want to display, the remote control for projecting equipment, the pens for flip charts or overhead projectors or a whiteboard, or to slides or overhead

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

Following aspects would a

transparencies.

During these practice sessions, work out how you will move around the visual supports and equipment. Where will you place the objects you want to pick up – on a table, or another piece of furniture? Where will this, or the equipment, be so th

dd to the challenges in developing combination products:

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

at you can move around it and communicate most easily with your audience – in front of you, beside or behind you? Always consider the least distracting way of accessing your material and the greatest ease of movement.

If you are using projection equipment, vi

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

sualise its placement. Think about how you will work with the laptop or the overhead projector – standing beside, or behind? Do you want your silhouette projected on the screen as well as your visuals? Walking in front of the screen will also obscure them.

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

If you cannot organise the positioning of your equipment, then try to become familiar with it before the presentation and then visualise how you will use it best.

Plan to use visuals so that they support your message and do not detract from it, or overtake 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

attention. You need to be able to use the visuals easily. Turn the pages of a flip chart from the bottom corner. If you can find the remote control for your PowerPoint, use it, or be familiar with the keyboard shortcuts to use. Practice the way you will pic

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

Professional from academic institutions, pharmaceutical industries, health care indust

k up, place and put down your OHP transparencies. These operations are all meant to be as unobtrusive as possible, not part of the message.

Please do not treat your audience as illiterate. If your words are on the screen or sheet of paper, then let the audie

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

nce read for themselves. This will have enormous impact, especially if your audience is used to presenters slavishly following the text on their visuals.

You are presenting your message verbally, and visuals are just that – images or groups of words that supp

.

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

ort your message. They are not the message itself. If necessary, you may have to explain this, first, because many audiences have been trained by presenters who cover their inadequacies by using their visuals as the message. And this is why you will make an i

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

Companies that provide selfless information through particip

mpact if you can present without using this method. You will be different. You will be seen as so much more confident and competent as a person. And, as always in public speaking, confidence and competence are the underlying basis of the power of your impact

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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