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David Copperfield - live at the MGM Grand Hotel Las Vegas! You might be fascinated to know what I discovered behind the curtain. I was lucky enough to assist him with one segment of his show. Of course I was sworn to secrecy and cannot reveal the magic behind that trick.

Watching a master at work ins

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

pired me to do more than just watch - to observe and learn. I can reveal to you the secrets of David Copperfield that you can apply to your business.

There is no magic

The first rule. Reality. You will not reach success - in any field because of magic. Copperfield does not claim magical power

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

Examples of combination products may in

s. He proudly points out that it is illusion. Masterful illusion. The secret is in the mastery.

Illusion is more powerful than reality

You might wonder - "how does he do those amazing things?" And you might believe him to be embodied with special powers. Why? Because you see what he wants you

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

to see - through the skills of direction, suggestion and having the right things hidden from view. How can you use these skills to create the right illusion for your customers? You can create the right illusions when you understand and apply the power of communications.

People believe what they

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

want

You can control what you want them to see but you cannot control what they believe. You can, however, influence what they believe and feel. If people want to believe in magic - they will. If your customers want to believe in you - they will. It is up to you to influence them to want to belie

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

Combination pro

ve in you.

The audience is always right

Your customers are always right. Never argue with them. Demonstrate that you understand their position and respect their feelings. Then guide them in the direction you want to take them. Occasionally the audience did not react the way he expected or a v

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

olunteer was slow to follow instructions. Copperfield never pouted. Instead he acknowledged the misunderstanding and adapted.

Preparation is everything

Imagine the tremendous amount of rehearsal that goes into a David Copperfield production. Scripting, movement, positioning, lighting, team co

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

rdination, key words, timing, coaching. Now imagine the results if Copperfield stopped rehearsing. Have you and your people stopped rehearsing your marketing and sales messages? Imagine your improved results after you rehearse.

Prepare for the unexpected

Even with good preparation things happ

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

en. First - smile. Then continue to move the illusion in the direction you want. Don't show stress or any of the negative emotions (anger, indignation, disgust). Your customers will react to any negative emotions they perceive in you.

Believe in people

Copperfield's team moved about the stage

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

and audience in harmony - always in the right place at the right time. They were personable, effective and efficient. The team member who volunteered me established rapport, qualified and instructed me. When it was my turn - it all happened the way he predicted.

Surround yourself with a good team. T

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

en make them an excellent team with the right training, guidance and encouragement. Then trust their intentions and respect their abilities. Most of all - model the message and character you want them to follow.

Offer them Hope

Copperfield's illusions work - because the audience wants to beli

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

Following aspects would a

eve in the possibility of magic. Your customers buy from you because of their hopes. Your staff works with you because of their hopes. You run your business out of hope. Understand how fundamental the power of hope is. Offer possibilities. Offer opportunities. Offer hope.

Make it fun

Copperfi

dd to the challenges in developing combination products:

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

eld showed that he enjoyed his work and his customers. At one point he even spoofed his own illusion by redoing it in slow motion - revealing all the goofy things that we might have missed in real time.

You are the model for your staff and your customers. Show that you are having fun. Sure you need t

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

o be serious when required. But occasionally let the child in you show through. Be impish. Flash that spark of passion. Laugh - at yourself, with your staff, with your customers. Never laugh at them. If your staff is having fun - your customers will enjoy doing business with you more. They will want t

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

believe in your illusions - and they will tell others about you.

Be vulnerable

Copperfield's parents were in the audience. He acknowledged them. Then he told us how his father had wanted to be in show business - but did not pursue that dream because of his father's (David's grandfather) stub

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

born prejudice against a career in show business. David revealed an inner pain. Why? That shows that he is human like the rest of us.

Reveal a little of your inner secrets - a failure, an imperfection, an unfulfilled dream. Don't pretend to be perfect. If you do - we will hate you. Instead be real -

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

Professional from academic institutions, pharmaceutical industries, health care indust

so those around you can see and believe that you are like them - human.

Don't be seduced by the magic of technology

I was surprised to see, that before the show started, the stage was empty. No props or equipment to clutter up the message and distract our eyes from Copperfield. Yes, technolog

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

was used - as tools to support and enhance the illusion. The technology was never allowed to become the show. Clearly, Copperfield was the creator of the illusions. Who or what is sending your messages to your customers? Do your customers mistake the technology as the center stage? Does the technol

.

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

ogy harm the relationship with your customers? Use the tools to support your message. And insure that you and your people are the center stage.

You don't need a cape

Remember Mandrake the Magician? David Copperfield looked nothing like him. In fact he was rather casually dressed. Curious, I t

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

Companies that provide selfless information through particip

hought. Then I realized that you don't need a cape, top hat or magic wand to create illusions. And maybe this was David's most important message to his audience. We all are capable of creating the illusions we want. If we learn the fundamentals, focus our efforts and invest in ourselves and our people

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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