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The director of quality and training for a large organization was driving me back from lunch. She navigated through new construction and arteries of roads that hadn't existed six months before. The Virginia Technology corridor was booming as o

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

ne office building after another became the nerve center for a new corporate headquarters or regional office. Once we glided into a parking space, my contact said, "the Vice President of Sales is here, I want you to meet him." I took a deep br

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

Examples of combination products may in

ath and headed for the bathroom. I wanted to make sure I didn't have any spinach stuck in between my teeth.

I wasn't exactly prepared and my heart began to race. I have long since dubbed this the 'just enough nervousness to keep me honest' sy

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

ndrome. As I waited, my mind drifted to a National Geographic presentation on South America I had attended. After the slide show, the photographer unleashed at least 50 'ums' and 'you knows' while partially answering the audience's questions

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

I couldn't figure out his main points either. I was thinking that I didn't want to come across like that presenter. He might have been a great photographer, but the presentation lacked a certain presence and focus. The full power of his voice

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

Combination pro

was hidden. Knowing how to handle an audience or an executive is integral to being an effective communicator. Here's what you need to do if you find yourself unexpectedly presenting to an audience or to an executive and want to immediately 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

rease your presentation power. These techniques also apply if you have more time to prepare.

Set Expectations - Immediately set expectations up front. Ask how long you have to present and what the executive and audience would like to takeawa

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

y. Politely ask that all electronic devices be turned off and then deliver on your value.

Focus Your Message - Pick two or three key points that show your value proposition based on what the executive wants to hear and how long you have to pr

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

sent. Weave these points throughout your presentation for even greater reinforcement.

Be Congruent - The best compliment a speaker can get is one of congruency. Your believability will increase when you are the same person in front of an audi

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

ence as you are in a small group or one-on-one. Executives don't want to listen to a speaker who 'pretends' to be somebody else. If you don't know, be honest and say that you will find out the answer later.

It's About Them - Skip the histor

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

of your company and why you are better than your competition. Since you are presenting to the executive, he has already accepted you in some way. Keep reminding yourself that it's always about them (the customer). Promote your value showing t

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

Following aspects would a

hat you and your services are a match for their organization.

Anticipate Questions - Have a backup plan. If your organization was involved in the news, immediately address the issues. This prevents the executive from 'stewing' on this topic d

dd to the challenges in developing combination products:

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

ring your presentation and not listening to your message. Also, have a 'contingency file' with you at all times before you walk into the presentation with articles, testimonials and other material. It shows the executive and the audience that

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

you have anticipated many questions.

Remove Barriers - Make sure you remove the podium, chairs, and other clutter that are barriers to your communication. You want the executive to be focused on you and not get distracted. Move closer and kee

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

your arms from crossing in front of your body. Having somewhat animated arms or leaving them at your sides will increase your passion.

Smile Warmly - Smiling will naturally draw your audience and the executive closer to you and to your posit

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

ion. It conveys warmth and understanding. Some presenters think too much and this becomes a frown or an expressionless face.

End with Action - Before the executive or the audience has a chance to leave, make sure that you ask the very importa

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

Professional from academic institutions, pharmaceutical industries, health care indust

t question, "Did I cover everything you wanted to hear." Get the executive's approval that you made effective use of the time allotted. Ask about the next steps and when they will be covered, then get out your calendar and enter the date.

A

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

fter I met with the Vice President of Sales, I anticipated good news, but he threw me a curve ball. He said, "Why should we hire you instead of the competition?" I took a deep breath, paused, and said, "I understand your challenges, bring rele

.

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

ancy from other industries, and can deliver measurable value." A smile of recognition spread across his face. He scheduled a meeting with his purchasing department the following week. By practicing these techniques, a stronger and more confi

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

Companies that provide selfless information through particip

dent voice will awaken within from the rubble of unfocused presentations, misused words, and unrehearsed programs. Your presentations will be more meaningful, get you invited back, and allow for a greater chance to add another perfect customer

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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