Advice You - Business

“With presentation skills, the work is in the preparation, the fun is in the presentation.” Colleen Kettenhofen

To improve presentation skills, allow plenty of time, if at all possible, to find out exact

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

ly who will be in your audience. Consider obtaining some of their names, phone numbers and email addresses so you can do a “survey” or interview to find out more about their needs, challenges and expectat

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

Examples of combination products may in

ons before the day you present. Are they colleagues or clients you’ve personally invited? What will be the attitude of your participants? In other words, do they want to be there or is attendance mandator

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

? Are you going to be presenting any “bad news” or information they may not want to hear?

In my seminars, people often tell me that two of their biggest presentation skills challenges are “how to handle

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

a hostile audience,” and “how to present bad news.” If you start by knowing who will be in attendance, what their expectations are, as well as their objections, you can then begin to prepare your presenta

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

Combination pro

ion. Other than rehearsing, nothing will improve presentation skills more than knowing details about your audience.

Incidentally, studies show that by rehearsing and truly being prepared, you can reduce

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

ervousness by 75%. If you take the word “rehearse,” and delete the “se,” what word do you have? “Rehear.” When you rehearse, you are actually rehearing yourself. In addition, 95% of the success of your pr

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

esentation is determined before you present. So knowing something about your audience, and then rehearsing the information, will greatly improve presentation skills.

Your main source of information will

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

e the individual who invited you to speak. When you ask questions, it also gives the impression that you’re conscientious and meticulous in planning and preparation. Also, find out if there are any issue

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

sensitive to the group or topics to be avoided. What about any cultural differences or language barriers?

Before I give a keynote speech or lead a breakout session at a conference, I inquire about getti

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

g a list of all attendees, their phone numbers and email addresses. I like to “interview” at least 3 people who will be attending. Often times they’ll come up with other pertinent issues that the contact

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

Following aspects would a

person may not have known about or simply forgot to mention.

If your presentation is to a client, or potential new client, keep apprised of their company news, goals and objectives. What is an average wo

dd to the challenges in developing combination products:

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

k day like for the participants in your audience? What are their greatest challenges? And if applicable, how does your product or service help solve their problem?

Presentation skills = defining your pur

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

ose. Ask yourself, “What is my purpose in being here?” And, “Why are they here?” Everyone is always tuned in to “Radio Station WIIFM,” which stands for, “What’s in it for me?!” So, how does what you’re ta

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

lking about address their problem, the “what’s in it for me?”

In addition to interviewing individuals ahead of your presentation, do “meets and greets” if time permits. Get to know people one-on-one righ

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

before your talk. It will calm your nerves and you’ll no longer see them as total strangers. Also, it shows you’re taking an interest in them. Often by talking one-on-one beforehand, you discover a wealt

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

Professional from academic institutions, pharmaceutical industries, health care indust

of new information you may want to bring up in your presentation.

In improving your presentation skills by knowing your audience ahead of time, here are some questions to ask yourself:

• What is the at

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

titude of the audience? Do they want to be there? • What are their approximate ages? • What is the percentage of males to females? • What are their levels of education? • What is their technical expertise

.

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

• What about their geographic locations in terms of home base? • What about their cultural make up?

Remember, 95% of your presentation skills success is determined before your presentation. What do you

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

Companies that provide selfless information through particip

now about your audience? How can you incorporate that information into the tailoring of your presentation? The work is in the preparation, the fun is in the performance.

Copyright 2006 Colleen Kettenhofe

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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