Summary - Writing and Speaking

THIS WILL SURPRISE YOU (especially if you know me) You can be a lousy public speaker and still be great on the speaking platform. By lousy, I mean that technically you do everything

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

wrong. You look terrible. Your grammar and diction stink and you might have dandruff.

Do not think for a moment that I want you to be these terrible things. In fact, I sell videos t

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

Examples of combination products may in

eaching you NOT to be pitiful technically when you present. What I want you to see is the bigger picture. If you give really great information that is targeted to the needs of the au

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

dience, and you do the things that build rapport, you can still hit a home run.

Again, do not think I am not giving you an excuse to forget about getting better technically as a pub

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

lic speaker. I am just saying that if your information is lousy it does not make much difference how smooth you are at your public speaking engagements. Yes, there are some people th

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

Combination pro

at slide by because they are entertaining, but substance and helping people come first.

When planning your public speaking engagement think about giving the audience immediately usa

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

ble information. Yes, they may need a long term plan, but if you give people something usable and and action plan that they can get excited about you will have done half your job.

H

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

lf my job? ... Yes, the other half is to build rapport with the attendees. This does not necessarily mean that they like you. This means you have done what is necessary to make sure

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

they trust in what you have to say and they feel you care about them.

Public Speaking Rapport

I told you above that it was OK to stink up the stage by being a lousy presenter. Agai

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

n, I must remind you that I am not encouraging this. I want you to get better technically, so that your message has a better chance of getting through. The big picture is that you mu

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

st build rapport with an audience for them to get the message.

My definition of rapport is that the audience members trust you and that they feel you care about them. Here are some

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

Following aspects would a

ways to build that trust and caring atmosphere:

Trust

* Know what you are talking about and admit it when you don't. BS will not cut it with the sophisticated audiences of today.

dd to the challenges in developing combination products:

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

* Have some credentials. Do something, write something, record something, help someone. i.e., do something more than talk.

* Do everything you say you are going to do before the pro

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

gram, and do it in a helpful and timely manner. The meeting organizer in most cases will tell the group, or let it be known that you walk your talk. Even if he or she does not, you w

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

ll feel great about the way you handle things and it will show.

Rapport

* Phone interview a cross section of audience members prior to your speaking engagement. I cannot tell you h

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

ow wonderfully this has worked for me over the years. People cannot wait to meet you and they tell others about the call. This really screams, 'I care about you!'

* Make yourself ac

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

Professional from academic institutions, pharmaceutical industries, health care indust

cessible. As long as you are good on the platform, meeting planners love it when you come early and stay late ... NOTE: If you bomb get out quick hahahaha

* Offer free follow up for

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

the audience members via email or fax. If you are too busy to actually answer personally, have an assistant follow up. Do not brush this suggestion off too lightly. This is one of t

.

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

he main methods to deeply penetrate an organization. The people that do follow up for you are 'angels' in the company. They will tell you of other events or problems where you might

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

Companies that provide selfless information through particip

be able to help.

So, you can be 'lousy' if you want to, but make sure the audience trusts you and build rapport and you will have a much better chance that your message gets through

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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Summary - Public Speaking: Rapport

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