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Advice You - Media Training 101: Where To Look During A Television Interview
Ever had that uncomfortable feeling of not knowing where to look when making a point, delivering
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
a message or asking a question?
Nervous furtive glances looking sideways, upwards or downwards
Nervous furtive glances looking sideways, upwards or downwards
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
Anywhere but the gaze of the person you're trying to persuade and influence.
Effective communi
Effective communi
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
cation is about making an emtional connection with another human being.
Media relations strateg
Media relations strateg
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
is about using the media and dealing with one person to get your message across to many.
The q
The q
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
uestion most often asked by people wanting media training advice is where to look during a TV in
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
erview.
Well, here are some key dos and don'ts.
1. Don't Look At The Camera It is jus
Well, here are some key dos and don'ts.
1. Don't Look At The Camera It is jus
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
t a hunk of metal and glass and won't smile back at you!
2. Don't Look At Your Feet
2. Don't Look At Your Feet
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
eet are good for walking on and never provide the positive feedback you're looking for when unde
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
r pressure.
3. Don't Bury Your Chin in Your Chest You will mumble, stumble and be har
3. Don't Bury Your Chin in Your Chest You will mumble, stumble and be har
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
to hear.
4. Don't Look Up The ceiling of a room or sky rarely delivers the inspirati
4. Don't Look Up The ceiling of a room or sky rarely delivers the inspirati
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
n, word or phrase you're seeking. You will just come across as uncertain.
5. Don't Look to t
5. Don't Look to t
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
he Side
Eye movement to the side makes you appear shifty and untrustworthy.
6. Do Tak
6. Do Tak
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Your Sunglasses Off
Sunglasses on TV is not a cool look. Even for rock stars.
7. Do
7. Do
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
Look at the Reporter
Direct and firm eye contact establishes authority.
8. Do Address
8. Do Address
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
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
Each Question at a Press Conference
Answer each question individually rather trying to en
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
gage everyone.
9. Do Remove Your Glasses 10 Minutes Prior Avoid unsightly red marks o
9. Do Remove Your Glasses 10 Minutes Prior Avoid unsightly red marks o
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
the bridge of your nose by removing your glasses prior to an interview. Better still wear conta
.
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
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
cts.
10. Do Memorise, Practice and Rehearse Your Quotable Quote You can't read notes
10. Do Memorise, Practice and Rehearse Your Quotable Quote You can't read notes
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
n camera. Plan, prepare and practice saying your seven-second sound bite before the camera rolls
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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