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This is the second of three articles on various aspects of my new 21-Step How to Write and Deliver A Dynamite Speech System.

In the Part One Dynamite Speech article, I discussed Step One: Defining Your Core Message. Defining your core message is the first step of Phase One – Strategic Design.

In this article, I’ll briefly discuss two of the steps

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

in Phase Two – Creative Development. This is where you allow your imagination to run free as you brainstorm and choose which elements will make up your dynamite speech.

Here’s a hypothetical situation. A high level executive is asked to relocate and assume the leadership of a regional office. He must craft a speech to deliver to his new employees. The speech n

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

Examples of combination products may in

eeds to accomplish these three objectives:

to introduce himself and his background
to communicate his vision
to inspire confidence in his leadership

Would you agree that he needs a dynamite speech? A speech that not only conveys information, but conveys hope? This executive needs a speech that goes beyond content, to true connection. He has

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

one golden opportunity to make a positive first impression.

The fact is, some speeches are more important than others. Some represent a prime opportunity to make an impression that will lead to a promotion or a big sale. Others are critically important because they are an opportunity to communicate a vision or a change in direction.

Would you be ready to take full advant

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

age of such an opportunity? Would you know what to do?

The Dynamite Speech System is designed to provide a road map for developing such a speech when the opportunity presents itself. The System helps you combine the creative elements and the logical, structural elements that are essential for a dynamite speech. Our hypothetical executive needs to start with some creative b

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

Combination pro

rainstorming.

For many years, I’ve referred to myself as an obsessive creative. I have more creative ideas and solutions than time to implement them. My challenge is getting organized. I used to think that everyone was creative, but now I know that creativity is not hard wired into everyone equally. A Dynamite Speech needs to be an auditory, visual and kinesthetic ex

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

perience, so it is essential that you learn how to be creative, if that is not a natural talent for you. It needs to be logical and easy to follow, too, so you need to learn to be organized, as well.

Step 6 of the Dynamite Speech System, Start Your Search Engines, is all about making creative and innovative choices. While you may use an internet search engine as part of 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

ur research, the search engine I want you to rely on most is your amazing brain. In this step, I want to show you how to unleash the power of your creative right brain.

There are Six Steps to the Creative Process.

Ask
Listen
Transcribe
Decipher
Organize
Write

Do you notice that organize and write come last? That&rsq

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

uo;s because the creative process is first and foremost a non-linear process. It has to do with asking questions such as, “What do I want people to know about me?” or, “How do I want people to feel at the end of my speech?” and then listening for and being aware of all of the answers that come up.

Sitting at a computer and making Power Point slides

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

is usually more of an organizing process than a creative process. Creativity takes time. When you’re working on a speech, you should start weeks before the event. Write down six or seven questions that you want to answer. Here are some examples of questions you might ask yourself:

What’s my main point?
What are my supporting points?
How

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

can I reach my audience emotionally?

How will I get a laugh or two?

What story or stories do I want to tell?

What data has to be conveyed?

What do I want my audience to know about me?

As you ask these questions, listen for all of the answers that come up. Don’t edit. Just listen, and transcribe them all onto paper. Allow

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

Following aspects would a

all of the answers to percolate to the surface as your creative right brain does its work. If you know how, you can use Mind Mapping here. If you are not familiar with Mind Mapping, it’s covered on CD Three of the How to Write and Deliver a Dynamite Speech System.

Remember, a dynamite speech is an experience, not a boring lecture or a recitation of facts and content

dd to the challenges in developing combination products:

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

. Think auditory, visual and kinesthetic. What will it sound like, look like and feel like? After you have transcribed lots of ideas, then and only then, do you move forward to decipher, organize and write. In the first part of the Creative Process, you use your creative right-brain, and later you use your linear left-brain. You’ll have to get the Dynamite Speech Syst

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

em to learn more about the last three steps of the Creative Process!

Consider the opportunity facing the executive in our hypothetical situation. If he steps in front of his new employees and fails to connect with them on an emotional as well as an intellectual level, their first impression of him may be false or unfavorable. He may be a great guy with a wonderful personal

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

ity, but the opportunity to communicate that may be lost.

Step 7 of the Dynamite Speech System is Pick Your Pieces. This is where you decide what content delivery methods you’ll use to communicate the ideas that you’ve decided on in Step 6. This is where most speeches fall short.

Far too many speakers throw together dense PowerPoint slides at the eleventh hour

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

. The slides are often an outline of speaking points devoid of spirit or energy. Then the speaker dims the lights and reads the slides like a seventh grader. That’s not a speech. It’s an insult to an audience’s intelligence and a waste of their most valuable commodity – their time.

If you follow my approach in Step 7, your speech will be creative, i

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

Professional from academic institutions, pharmaceutical industries, health care indust

nnovative and funny. You’ll connect with the different learning styles of your diverse audience, and have more fun delivering your message, as well.

A content delivery method is the way you communicate your content. The following are a few options:

Stories
Quotes
Book references
Metaphors and analogies
Case studies
Dem

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

onstrations

Audience interaction

By choosing a variety of content delivery methods, rather than simply talking, your speech will be dynamic rather than static. You’ll move from one learning modality to the next, and thereby keep your audience’s attention. Your stories will provide emotional stimulation and give you opportunities to get a few lau

.

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

ghs. References from best selling books will provide credibility to reinforce your core message and supporting points. Quotes will add spice and provide you with transitions from one point to the next.

The next time you are presented with a prime opportunity to speak, don’t hit the panic button and run for your PowerPoint program! Stop. Take a deep breath. Help is av

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

Companies that provide selfless information through particip

ailable, and you don’t have to reinvent the wheel.

Take some time to do some creative brainstorming. Ask, listen and transcribe. After you have unleashed tons of ideas, decipher, organize and write. Then explore what content delivery method you’ll use to convey each of the ideas you’ve chosen. Use variety and you’re on your way to a dynamite speech.

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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Rejection. All of us have experienced it at some point in our lives. It never feels good. Call it what you want, but accept the fact that ultimately you lost. You were not selected. I particularly like the synonym “spurned.” That really makes you feel great, doesn't it? Got any rocks laying around that you can craw under?

The most important principle of marketing is to approach everything you do within the context of strategy. Most businesses make the critical mistake of only using tactical methods to craft their marketing. The question that must be addressed is: are you strategic or tactical?

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