Advice You - Business

What is it about overhead projectors that causes us to become lousy communicators? Why do our speeches or presentations lose much of their steam

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

when we use overheads?

Well, for starters, we often give more attention to the overheads than the audience. It can't be helped. After all, we

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

Examples of combination products may in

ave to pick up the right overhead, separate it from the next one, get it on the projector properly, check it out on the screen, and so on.

Whil

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

e doing those things, we're taking our eyes off the audience. At the same time, the audience spends a lot of time looking at the screen, rather

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

han at us. And, nothing detracts from good communication like loss of eye contact with the audience.

We're also taking our mind off the audienc

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

Combination pro

e. Instead, we're focusing our thoughts on the technical issues involved in showing the overhead, including our explanations of the visuals.

Th

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

n there's the amount of material. Almost every time I see a speech with overheads, I see way too much content. One of the best lessons I've lear

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

ned in several years at Toastmasters is that less is more. Don't try to explain everything to your audience, just pick one small sliver of an is

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

ue and explain it well - a speech is not a book or a written article!

And, then there's the simple fact that the projector gets between you and

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

the audience. There's noise and the size of the projector, which mean a projector can be a more powerful presence at the front of the room than

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

you.

Perhaps there should be a 12-step program for getting over overhead projectors. While they're unlikely be an addiction, they can be a crut

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

Following aspects would a

ch, one that allows us to make presentations without adequate thought or preparation.

Personally, I like the idea of giving up overheads and pr

dd to the challenges in developing combination products:

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

jectors altogether. A colleague recently asked if we should use overheads when we do some upcoming presentations together. I expressed my opinio

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

n firmly. Need I say what that was?

If you're not ready to give them up, use your overheads in a supporting role. Don't ask them to carry a sub

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

tantial part of the message; you should deliver the message, and the overheads should reinforce what you say.

For example, if your presentation

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

involves numerical information, a simple bar or line graph might help the audience get the point. Or, if you're talking about a sequence of eve

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

Professional from academic institutions, pharmaceutical industries, health care indust

ts and their order is critical, a numbered list might help.

But the best bet may be to go without. Before the presentation, think hard about th

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

e message or messages you want to convey. Boil them down into no more than three points, and then look for stories, analogies, metaphors, and an

.

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

thing else that will illustrate and reinforce each point. Try to create mental images with words, like good radio ads.

In summary, overhead pro

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

Companies that provide selfless information through particip

jectors put serious communication barriers between speakers and audiences. Get rid of them. You'll be glad you did - and your audience will, too

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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