Advice You - Business

One of the toughest kind of speeches to make is an after-dinner speech since everyone will be feeling sleepy after their meal. And worse, they may not even give you their full attention. There are many things that can go wrong and as an after-dinner keynote speaker,

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

there are a couple of things you have to observe in order to be successful or at the very least, to sit down without feeling embarassed.

1. Find an appropriate topic

As a speaker, you have to find a topic that ALL your audience can relate to. And this ap

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

Examples of combination products may in

lies to all kind of speeches, particulatly after-dinner speeches. There are many things that are against you. At most dinners, tables are rounded. That means to say that a percentage of your audience has their back facing you. Circular tables also facilitate s

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

all talks which gives them another reason not to listen to you. Your audience's attention span is also not at its highest. Many of them may still be enjoying their desserts. You have waiters and waitresses walking around to clear the dishes, which can be both

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

istracting for your audience and you! As you can see, there are many reasons for them not to listen to you. You do not need to give them another one.

So spend at least 30% of your time researching your audience. Find out more about the organization. Find out

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

Combination pro

more about your audience - what do they do, what are some of their concerns, what are the taboo topics. The organizer would be a great resource for you to understand the audience. Sometimes they may even propose some topics that you can talk about. It also hel

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

s to be aware of the current trends in the world because very likely, your audience knows about it as well, and they would be able to relate when you talk about it.

Let me give you a specific example. Last night I attended a dinner that was commemorating the

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

sian-Pacific American Heritage Month. The audience were made up of various Asian ethnic communities that come together to promote understanding and acceptance of the different Asian cultures and heritage. I thought their vision was commendable and the keynote

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

peaker could emphasize on the importance of collaboration and acceptance (since that was what drove them to set up this association)

However one of the speakers took the entire 15 minutes his tribulations in Vietnam and how he was invited to be part of the as

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

sociation. Quite frankly, the entire speech was about HIM, and not about the audience. That's a major turn-off. What he could have done is to explain the increasing importance of the association and how each and everyone of them can benefit from being part of

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

his association. Notice how the focus changes. It is more audience-centric and there is a take home message. What I got our of the speaker's speech was "Wow... he was imprisioned for three years in Vietnam..."

2. Own the space!

Right after the war sur

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

Following aspects would a

ivor was yet another keynote speaker. He started off well with a story about how people would always ask about his nationality. That created some laughs and he was off for a good start. And then the entire speech went crashing. At the end of his speech, I felt

dd to the challenges in developing combination products:

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

extremely embarrassed for him.

Firstly, no one except for the three tables in front (out of courtesy) were listening to him. Everyone else was busy chattering away, walking in and out of the restaurants to make phone calls. It doesn't help that he stood behind

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

the podium. It doesn't help that he was reading from his script with his eyes down most of the time. It doesn't help that he was inaudible. It doesn't help that he failed to salvage the situation. Amidst of the chaos, he gave his speech, oblivious to the fact

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

hat he is losing everyone. And the organizer has to go around shushing everyone. How embarassing and unnecessary!

One advice for him: You got to own the space!

When you come up on stage, you got to consciously tell yourself that you are in charge. You own th

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

space! Every inch of the room belongs to you. Every single one of your audience is obliged to drop everything that they are doing and listen to you. Even the waiters and waitresses will stop in their steps and listen to you. Every thing that you do or not do

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

Professional from academic institutions, pharmaceutical industries, health care indust

ommands the listening of your audience. In other words, nothing else matters except you. That's how powerful a speaker can be if he effectively manages the "energy" of the room. One way to do that is through a visualization exercise before your speech. Imagine

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

yourself walking confidently up on stage. Hear the reverberating sound of your foot steps as you walked up on the stage. Feel the anticipation of your audience as you walked towards to the podium... Make use of all your five senses to create the best speech y

.

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

u can ever made. You can even add a standing ovation at the end of your speech! And guess what, you have almost won the entire game even before you start!

And among all other things, avoid standing behind the podium and project your voice to the back of the r

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

Companies that provide selfless information through particip

om. Make sure that everyone can see and hear you. Only that will they be able to feel your speech and be inspired by your message!

The next time you listen to an after-dinner speech or give one yourself, watch how these two principles manifest itself. Good luck

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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