Advice You - Business

Maybe you heard that horses sweat, men perspire and women glow. But in the boardroom everyone who presents sweats – some more than others. If you are in management or want to be, you will need to present in the boardroo

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

m. This is the worst place to present. First understand why it is that way. Then use these techniques to be more successful when you present in the boardroom.

Beware of Boardroom Landmines

Culture
The boar

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

Examples of combination products may in

room is a place of punishment. It is where management and executives go to thrash the last bad quarter results and beat up somebody. Whoever presents today in the boardroom is the target for today’s flogging. Hence just

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

entering the boardroom stirs up a defensive and offensive attitude in most meeting attendees. They are ready to defend their own performance and at the same time attack someone else just to escape. A boardroom is not a

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

place to birth new ideas – it is a place to crucify suspected sinners, torture under-performers and kill dreamers.

Physical
The physical step-up of the boardroom is adversarial. Meeting attendees face each other a

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

Combination pro

ross the table. They are not facing the speaker. In fact to face the speaker they must turn their head and expose themselves to the physical discomfort of a kinked neck.

Hierarchy
There is always a power position

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

t the table. Even in King Arthur’s round table the strongest positions were those closest to Arthur. The presenter will usually speak opposite the power position – thus having the weakest physical position on the table.

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

History
If you are relatively new to this board meeting the ones with history will play their seniority card against you. They can bring up past issues, insider jokes or unwritten rules that put you down.

To

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

ucceed in the Boardroom

Before the meeting
Learn who will be there and learn their hot buttons. Meet with all or at the very least the key decision makers before the meeting and get them on your side. Never in

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

roduce new ideas in the boardroom. That is the surest way to kill your new ideas.

If the meeting chair is an abrasive type, meet with him before the meeting. Explain your ideas and demonstrate how your ideas support hi

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

visions and goals. And ask for his support to make it work. Tell him that you cannot make it happen without his critical support, which implies that if it fails he is responsible. Tell him what you want to accomplish a

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

Following aspects would a

nd ask for his advice on how to get everyone else onside.

The more people you have taken into your confidence and who know about your presentation in advance – the more will support you when the vote comes down. If y

dd to the challenges in developing combination products:

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

u don’t surprise them they won’t surprise you. When you meet with them ask them for their support.

Speaking in the Boardroom
Get into the boardroom before the meeting to get comfortable with the room – to make it

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

your room. Test your presentation equipment. Sit in a few of the chairs to see the perspective of the attendees. Beware that the others are evaluating you the whole time – before you present, while you present and after

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

you present. So appear calm and confident.

When it is your turn to speak, calmly take the power position of the room. Stand. Pause while you attain everyone’s attention. Then begin your presentation.

Speak to everyon

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

in the room. Make a point of talking and looking at every person in the room. Move your eyes across the table in imperfect x’s. Don’t be fooled into only talking to the one with the most power or the one who engages yo

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

Professional from academic institutions, pharmaceutical industries, health care indust

. And don’t be lulled into staring at the broad expanse of the boardroom table.

State your position clearly and strongly. Never apologize. Look to your allies for their support. Make it clear what you want them to do b

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

ecause of your presentation. Repeat your purpose. State the purpose early and be prepared for interruptions as well as your presentation time getting cut short.

Seek to gain one key point that moves them in the directi

.

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

n that you want. Don’t try to sell and close all the details in one boardroom presentation. Boardroom meetings are either to confirm earlier discussions or to suggest new directions. But seldom are they for details.

Yo

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

Companies that provide selfless information through particip

r Boardroom Success
Accept the directional win and next step. Be willing to work out the details later. People are more defensive in the boardroom. Don’t try to nail the whole project in one boardroom presentation

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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