Advice You - Business

People remember best what you say last. In a presentation, what people take with them to put into action or to connect with what they already know depends to a large degree on how you end the presentations. So in one sense, the end of your presentatio

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

n is the beginning for the audience. Speakers often reach their momentum in the middle of the presentation and lose contact with the audience by the end. One of the ways a speaker can ensure beginnings for an audience is by having a strong ending; th

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

Examples of combination products may in

s article will provide a few simple tips to achieve this concluding spark.

First, focus on the general purpose of your presentation. Are you moving the audience to action? Are you helping your audience to understand? Are you attempting to change th

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 viewpoint of your audience on a particular issue? Or are you simply entertaining? The purpose will determine how you end the presentation. Some speakers lose sight of this, their endings do not fit their purposes, and the audiences leave without k

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

owing where to begin.

If your purpose is to move the audience to action, then your conclusion should in some way answer the question, “What do I want my audience to do as a result of my presentation?” What action do you want people to take? The conc

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

Combination pro

usion should state the specific action to be taken. A presentation on donating blood individually as a part of the company goal for community service would need to end with the time and location for giving blood. An even more effective ending would b

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

e to obtain some kind of commitment. Ask for a show of hands: “Raise your hand if you are going to give blood when the Bloodmobile is here next Monday.” If your purpose is simply to entertain, then the conclusion should be light and send the audienc

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

away with the good feelings that laughter and humor provide.

A second method for enhancing your conclusion is to summarize…PLUS! Certainly you want the audience to take with them the major theme or main points of the message, but in addition you sho

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

uld give them a phrase or quotation to connect with the summary. This is the exit line. An exit line is a short saying, profound idea, or clever line that compels the audience to think about the main theme of the speech. The exit line will increase

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

he likelihood of the audience’s remembering what you want them to do as they begin after the presentation.

When I stress the value of preparation, I often end with the remark by former Senator Bill Bradley, “When you are not practicing, remember, some

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

ne somewhere is practicing…and when you meet him, he will win.” In talking about the power of developing language skills, I like the quotation by Mark Twain: “The difference between the right word and the almost right word is the difference between l

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

Following aspects would a

ightning and the lightning bug.” To punctuate the summary with a thought-provoking idea usually helps audience members to know clearly where to begin as they leave your presentation.

A third way to enhance the ending is to understand the mechanics of

dd to the challenges in developing combination products:

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

the conclusion. It should be short. Don’t start concluding when you still have ten minutes of material left. Don’t say, “In conclusion…” unless you really mean to finish. You will lose the audience if you keep talking long after you announce you ar

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

e finishing.

Speak the conclusion without reading it. Look at your audience as you end; know exactly what you want to say and avoid fumbling with your notes, which distracts people from your words. The ending should raise the emotional level of your

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

interaction wit the audience; rapport, eye contact, and feeling between speaker and audience are enhanced when the speaker does not hesitate and stumble looking at notes. Look pleasant and try not to hide behind a lectern as you end. Conclusions are g

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

eat opportunities to move away form the lectern and toward the audience.

Another important tip is to avoid introducing new material in the conclusion. The “add-ons” and “By the ways…” should not be added once you are winding up your presentation. In

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

Professional from academic institutions, pharmaceutical industries, health care indust

the conclusion, you should do these three things: summarize the main points, include a statement that reiterates your general purpose, and develop an exit line. If you add to these areas, you are using material that should probably be included earli

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

r in the presentation.

Finally, don’t take the ending too seriously. Speakers sometimes look for that fantastic audience response-sustained applause, laughter, or even a standing ovation—only to be disappointed about the whole speech if the response

.

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

doesn’t happen. On one occasion Winston Churchill was stopped by a woman who said to him, “Doesn’t it thrill you, Mr. Churchill, to know that every time you make a speech the hall is packed to overflowing?”

“It is quite flattering,” Sir Winston repli

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

Companies that provide selfless information through particip

d. “But whenever I feel this way I always remember that if, instead of making a political speech, I was being hanged, the crowd would be twice as big.”

Concentrate on your endings and you can’t help but give the audience new beginnings in the process

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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