Just Answers - Writing and Speaking

RESEARCH YOUR AUDIENCE It amazes me how some speakers will show up for a speaking engagement and really not know anything about the audience they are speaking to. Many speakers just get lazy and feel that their message is so important that anyone would want to hear it. They couldn't be more wrong. Your core message may be about the same for everyone, but knowing your audi

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

ence will allow you to slant the information so that the audience feels it was prepared just for them. They will relate much better to the information and think much more highly of you for creating something specifically for them. Of course, in many cases you were only slanting your information, but I won't tell if you won't.

PRACTICE The only way to look polished while

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

Examples of combination products may in

peaking is to practice. This is one skill you cannot delegate to anyone else. It is you that is on stage with the microphone and it is you who will look either great or terrible. You are sadly mistaken and egotistical if you think the PowerPoint slides that either you or someone else created will make you a dynamic speaker. There are specific techniques used to practice t

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

at don't take much time and make you look extremely polished. One of these techniques is called bits. You practice a short piece of material over and over again. You don't practice it word for word, but just talk your way through it. This way you won't blank out when a distraction happens while you are on stage.

TAKE CARE OF HECKLERS The following is my famous asterisk t

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

chnique; I use it to make sure hecklers don't interrupt my presentation. I get people in the group to identify potential troublemakers BEFORE I get to the event. I phone these people and interview them to give them the attention they are craving. I then mention their names during the speech. This virtually eliminates the chance they will give me a hard time because I am p

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

Combination pro

aising one of their opinions. This works really well but don't mention their names exclusively or the rest of the audience that knows these people are trouble may think that you are just as bad. Mention a wide variety of people in the audience. Just make sure the bad ones are included which normally keeps them at bay.

USE EMOTIONAL LANGUAGE Boring old facts rarely move p

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

ople to action. Learning to use words that evoke emotions in people will make a much greater impact when you speak. There are many emotions you can trigger in the audience just by your choice of words. Happiness, anger, sadness, nostalgia are just a few. Knowing your purpose for being in front of the group helps you to pick which emotions you want to tap. When your purpos

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

is known, choosing words to get the desired emotional response is much easier. For instance, if you wanted to take someone back to a childhood experience you might say, "Do you remember when someone did something bad at school and the teacher smacked the yardstick on her desk?" The word Phrase "smacked the yardstick" would evoke an emotional response that many adults can

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

relate to. A younger group may not relate to this phrase since corporal punishment has all but disappeared from schools. You must pick the words that would mean something to your audience.

REVEAL YOURSELF Some people have trouble implementing this idea because they like to remain aloof and private. This will hurt their chances of making a good connection with people in t

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

e audience. You certainly don't have to reveal your deepest darkest secrets when on stage, but you certainly could tell someone how much you like horses, or how you love to cook . . .anything that will give them a glimpse into the real you will give you a better chance of connecting with them and getting them to listen to you.

USE PROPS A prop is worth a thousand words.

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

eople can really anchor a thought in their minds when it is connected to an object that relates to the point you are trying to make. You could use large, small, funny or serious props. Always relate the prop to the point you are trying to make and make sure the audience can see it. Sometimes you'll want to hide the prop so people don't wonder what it is until you are read

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

Following aspects would a

y to present it.

USE HUMOR Even Shakespeare used humor in the middle of the tragedies he wrote. Humor is a powerful and effective tool that gives the audience's mind a chance to breath in the face of heavy material. It also makes you more likable and fun to listen to. Humor is also much more likely to make your information more memorable. You don't have to be a stand up

dd to the challenges in developing combination products:

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

omedian to use humor in speeches and presentations, and you don't have to tell jokes either. There are many ways to add humor that don't require any skill at all. You can show funny visuals, tell stories, or read from books or periodicals. Just like with props, make sue your humor relates to the point you are trying to make and you will be much more successful. Each issue

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

of "Great Speaking" has about 20 pieces of humor you can use during speeches.

MOVE 'EM TO ACTION If you are going to bother taking up people's time to speak to them, don't you think it would be a good idea to get them to do something positive because of your presentation? Even if they do something negative, it's still better than doing nothing because they will at least

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

et a chance to learn something from their mistake. Regardless of the size of your ego, the reality is that you are there for them, not the other way around....I'm all for you building up your reputation, but if you go into your speech thinking it's all for you, it will show and you probably won't do as well as you would have had you concentrated on the needs of the audien

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 more.

BRING SOLUTIONS One of the best ways to make sure the audience loves you is to bring solutions to their problems. If you have done a thorough job of researching your audience, you already know what their problems are. It's your job to bring ideas for them to try. In modern day thinking this is what motivational speaking is all about. No longer is it good enough t

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

Professional from academic institutions, pharmaceutical industries, health care indust

get people all fired up where they are bouncing off the walls still having no plan to what they will do with this new found excitement and motivation. Modern professional motivational speakers bring solutions and a plan of action, which is in itself motivating to people.

PAY ATTENTION TO LOGISTICS All the best preparation, practice and audience research could be ruined

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

f you forget to pay attention to all the details surrounding a presentation. You want to know what is happening before you speak, and what is happening after you speak. How are the people seated? Are they at round tables where half of them are facing away from you, or are there no tables at all? What kind of microphone is appropriate? How big is the screen in the room? Wi

.

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

l the people be drinking alcohol? What is the lighting like? All these items and many more effect the overall effectiveness of a presentation. The same exact words delivered with significantly different logistics could be received in entirely different ways. You could even go from a fantastic evaluation to a bomb just because of the way people are seated. It's up to you t

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

Companies that provide selfless information through particip

know the differences and how they affect a presentation.

Tom Antion has only used PowerPoint once in over 2500 paid speaking engagements. His techniques have helped thousands of presenters worldwide make their audiences say "Wow!" For more information and a free mini-course, go to http://www.powerpointstinks.com

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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Just Answers - How to be a Great Speaker without Using PowerPoint

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