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“Let it be known, no person, thing, or situation can validate you. You validate yourself by realizing who you are.” Mark Tosoni

Knowing who

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

you are is essential before you step in front of an audience. What are you knowledgeable to speak about? What are you interested in learning?

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

Examples of combination products may in

What are you passionate about sharing? When you have clarity, your confidence and excitement about your topic will radiate throughout your pre

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

entation.

People see, hear, then they believe. Whatever the purpose of your speaking, it is ultimately important that the audience believes

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

you. Your credibility is vital before they will buy your product, service, or your call to action. More than 90% of why a person “buys” from yo

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

Combination pro

is because they like and trust you. From the moment your audience first hears about you, sees you, or hears you present, they are making a dec

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

ision about who you are and what you are saying.

Which is more important in a presentation, the message or the messenger? Both are completel

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 dependent on the other with a cycle of the message supporting the messenger and vice versa. What is essential is congruence of what you are s

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

ying and who you are.

Credibility is created with congruence. Who are you? Are you congruent with your message? If you are talking about fi

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

nancial investments but your portfolio is negative, the audience will be able to detect your incongruence. If you are talking about marketing w

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

th an integrated marketing image, your audience will sit up and listen.

Authenticity and integrity are qualities that the audience will disc

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

Following aspects would a

ern, the same way they will know if you are a fraud or lack integrity. Be real. Audiences love presenters who aren’t afraid to show their weakn

dd to the challenges in developing combination products:

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

esses or laugh at themselves. Vulnerability or openness from the speaker helps people relate.

For example, during a sales seminar I shared

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

hat at the beginning of my career I had to “post-date twenty dollar checks” because my commission checks were not very big. Members of the audi

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

ence nodded their heads in agreement and two came up after the program, thanking me for helping them see that success in selling was possible.

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

ne of these has kept in contact over the past decade letting me know his progress. About once a year he calls and he reminds me that my willing

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

Professional from academic institutions, pharmaceutical industries, health care indust

ness to be real from the stage opened up his mind to his own potential.

This is not intended that you use the audience to bare your soul

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

and make them feel uncomfortable. I heard a speaker talk about her divorce. She had not emotionally resolved her feelings and should not have

.

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

alked about a subject that was still raw to her. Once healed, her story might have value, but not until then.

Authenticity, vulnerability,

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

Companies that provide selfless information through particip

and realness simply mean that you know who you are. When you know that, you are comfortable with yourself and your audiences will be, too.

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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When someone mentions mold it brings to mind visions of green bread or cheese that has been left in the refrigerator too long - things you just throw into the trash without much thought. Molds are an essential part of our environment; however, inside buildings mold can be unsightly, smell and cause health problems to the buildings occupants.

Correctly applied classified ads can yield the most exposure to your product in any of available online. When improperly used however a classified ad can be a tremendous waste of money.

If you're in any type of business that does prospecting or pursuing clients, your best chance for making money is to avoid this marketing mistake I had to learn the hard way.

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