Advice You - Business

Business demands brevity and quite often clients retain me for presentation training when what they really want is help or

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

ganizing their thoughts.

They share:

"My boss says that I take too long to get the point."

"I have trouble articulating

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

Examples of combination products may in

what I really mean."

"I don't seem to hold my audience's attention."

Forbes Magazine estimates most speeches last 40 min

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

tes. Ron Huff in his book Say It in Six says six minutes or shorter is the ideal length for any communication. While it

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

may be impossible to restrict every communication to six minutes, I would agree. Brevity is best.

Brevity often accompani

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

Combination pro

s greatness. Consider:

When Nelson Mandela was released from prison in South Africa, he delivered a stunning speech that

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

arked the end of apartheid. He spoke for five minutes.

It's been said Winston Churchill's oratory saved Britain from def

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

eat in World War II. His "Never Give In" speech lasted six minutes and "Blood Sweet and Tears" was even shorter, two and

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

half minutes.

Over one hundred years ago, Susan B. Anthony made one of the strongest speeches ever for woman's rights, an

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

she did it in less than five minutes.

Huff offers a five-step worksheet to "say it in six."

1. "Let's get right to the

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

oint. There's a burning issue here that we need to discuss...."

2. "Here's a quick overview - just a bit of background..

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

Following aspects would a

.."

3. "This led to an idea...."

4. "This idea will more than pay for itself. Here's the payoff...."

5. "Here's what w

dd to the challenges in developing combination products:

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

need from you to get going...."

Dale Carnegie in his book, Effective Speaking, suggests a similar format:

Example: Offe

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

an incident that illustrates the main idea you wish to convey.

Point: In clear-cut terms, make your point.

Action: Tel

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

l the audience what you want them to do.

Benefit: Give them the benefit for doing what you ask.

I recommend clients str

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

cture their thoughts by answering these questions:

1. What is the one message, mission or theme you want to communicate?

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

Professional from academic institutions, pharmaceutical industries, health care indust

2. What are the sub-themes that fall under the central theme (can you limit to three)?

3. What examples and/or personal s

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

tories bring life to these sub-themes?

4. What action do you want your audience to take?

5. What is the benefit to them

.

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

or taking this action?

Brevity is short, but it is not shallow. By structuring your presentations around these five ques

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

Companies that provide selfless information through particip

ions, you'll streamline your communications, stay on point, maintain the audiences' attention and stimulate them to action

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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