Just Answers - Writing and Speaking

Industry is losing billions of pounds every year because of poor communication skills.

To be honest, in my thirty years in industry they have always been a cause of concern.

Last

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

week's edition of BBC's The Apprentice was all the evidence we needed to accept that enough is enough and something must be done - but what?

A few years ago I was working on an IT

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

Examples of combination products may in

roject with some young guns in London. The head of department announced that he planned a seminar where each of his team leaders would have to present their team's activities and j

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

stify their existence.

After the spluttering and choking, I had never seen a room empty so quickly.

Most of these guys had worked for the company for some time, experienced profes

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

ionals, and they should all have had the skills to comfortably overcome this hurdle.

But nobody wanted to present their case. Nobody wanted to stand up in front of their peers and

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

Combination pro

sell themselves and their teams.

I had never heard so many excuses. Some were already saying that they wouldn't be available, even though a date hadn't been set. Some had decided

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

to delegate to a subordinate and another spin on that was to pass the poisoned chalice to a contractor – he could always be fired easily and everybody understands the concept of the

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

sacrificial lamb.

There really is a serious problem in our educational development when experienced executives are unable to express themselves in public with confidence, coherence

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

and clarity.

When the day of the seminar arrived, a number of team leaders were either ill, absent without leave or mysteriously whisked off to New York or Paris diligently pursuin

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

their team's A-rated goals. No time for seminars.

It was a great embarassment when the departmental head called the event off at short notice and at great expense.

Last week's e

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

ition of The Apprentice demonstrated and encapsulated the problem. Simon Ambrose, an MA from Cambridge University was given the challenge of presenting saleable products on a dayti

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

Following aspects would a

e TV channel. The results cost the channel thousands of pounds in losses.

His presentation of quite basic products resulted in an endless flurry of OK, OK, OK,OK – right, yes, now

dd to the challenges in developing combination products:

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

alright, so, and…. And so it went on.

Even Sir Alan Sugar in a moment of irony questioned… ‘How many times is his going to say OK? Get him off?'

The real problem is that we ofte

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

mistake academic achievement for intelligence, we often mistake intelligence for charisma, and we often expect the intelligent and charismatic to be excellent communicators.

It's

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

ot fair to single Simon out as he is just one of hunderds of thousands of young executives who cannot present a coherent message. Simon was doing his best, but I wonder about the s

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

andard of his role models. However, I was concerned that his colleague Naomi, suggested that he had taken lessons in public speaking.

There is a problem – and in the business comm

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

Professional from academic institutions, pharmaceutical industries, health care indust

nity, we must face up to it.

Poor communication costs the economy billions of pounds every year in terms of wasted time in meetings, briefings and more formal dissemination of verb

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

l information. How can we expect our managers to become excellent communicators without the required training.

Speaking is a skill and like any other skill, it can easily be devel

.

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

ped with professional assistance and supportive feedback.

At the next opportunity, please watch The Apprentice, The Dragons' Den or Channel 5's excellent ‘Selling Yourself'. How m

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

Companies that provide selfless information through particip

ny of these people enhance their credibility in their presentations?

Is there somebody in your company destroying its credibility?

Copyright (c) 2007 The College Of Public Speakin

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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