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The objective for most business presentations to is educate and influence people, while at the same time providing some entertainment to keep them interested. To achieve this, the au

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

dience must understand what you are saying. There are three aspects to understanding what someone is saying:

Vocal

Verbal

Visual

The standard percenta

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

Examples of combination products may in

es that are often quoted in relation to public speaking, are that 7% of the information is conveyed verbally, 38% vocally, and 55% visually. These percentages have become an urban myt

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

, propagated by presentation trainers and voice coaches around the world.

These percentages are not only misleading, they are wrong. The origins of these figures are two separate st

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

dies, one conducted by Albert Mehrabian and Susan Ferris (1967) which compared vocal tone to facial cues, and the other by Mehrabian and Wiener (1967) which compared vocal tones to si

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

Combination pro

gle words. The single word used was “maybe”.

Mehrabian himself says "My findings are often misquoted. Clearly, it is absurd to imply or suggest that the verbal portion of all commun

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

cation constitutes only 7% of the message."

However, that said, the way you say something has a tremendous affect on the way the words are received and the visual stimuli have yet an

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

other affect. What to aim for is having all three communication mechanisms, verbal, vocal and visual, to be in line with each other and to re-enforce each other.

Verbally Ar

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

the words that you are using easily understood by your audience? Try to avoid jargon and slang. Follow the KISS principle, decide what your main message should be and stick to it.

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

Do not confuse the issue with a number of smaller less imported side issues, which do not support your main theme. They may be interesting points but if they are tangential to the re

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

t of your presentation, they are best avoided.

Vocally Can your audience hear you? Are you talking loudly enough? Are you talking too loudly? Talking too loudly can be as

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

Following aspects would a

frustrating for the audience as someone who talks too quietly. I remember one sales training presentation I attended where the speaker felt he had to shout to make his points. The f

dd to the challenges in developing combination products:

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

rst couple of times he shouted everyone paid attention, the next couple of items people started to become irritated and from then on, everybody switched off and did not listen to a th

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

ng he was saying.

As well as the volume, try to enunciate clearly and do not mumble. Put some feeling into your voice rather than just reciting information in a monotone. By varyin

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

g the pitch, tone and volume of our voice, you will capture people’s attention and they will understand you better.

If you are unsure of how to put that sort of feeling into your voi

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

e, practise by reading young children stories from their books. Most people become more animated when doing this.

Visually What the audience sees has to reinforce what they

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

Professional from academic institutions, pharmaceutical industries, health care indust

re being told, and how they are being told it. If you were told by the managing director that the company was doing really well and it was destined to break all its targets, while he

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

was slouching about with a face as long as a wet weekend. Would you believe him?

Your visual aids, e.g. PowerPoint slides, should illustrate the points you are making verbally, they

.

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

shouldn’t just be a list of bullet points but convey some added value.

Remember, all three aspects must corroborate each other. Having either of them contradicting what you are sayi

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

Companies that provide selfless information through particip

g will ruin the communication.

Next time you hear a presentation coach reeling off the percentages 55%, 38% and 7%, it maybe time to ask them if they know what they are talking about

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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In today's competitive world one thing that has become scarce in our lives is - 'TIME'. Time has become the most important commodity for working as well as non-working segment of our society. In this age of growing popularity of shopping malls due to time and resources constraint, sometimes it becomes difficult to physically go out. Shopping is inevitable for everyone whether we like it or not, as shopping is done right from basic commodities to luxury goods. Hence the new concept that enables us to do shopping at a click of a mouse is 'Online Shopping'.

Lots of people dream of starting their own restaurant, but very few people can do it with just the cash and assets they personally have available. This article covers all the options available for anyone to raise the cash they need to get started in their own restaurant as quickly as possible.

Many companies adopt the management practices of successful companies without understanding why the practice succeeds where it is and whether it will succeed in their own companies. That's magical thinking just like the cargo cults used in the period right after World War II.

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