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Great news! The most important thing you can do to connect with your audience is (drum roll please) be y

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

ourself. No kidding. You don’t have to be beautiful, funny, or even charismatic. If you happen to be

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

Examples of combination products may in

ny of these things; congratulations! Use your gifts wisely. The rest of us will have to be content with ju

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

st being ourselves. Frankly, it’s the most important thing you can be, and here’s why.

Whenever we meet so

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

eone for the first time, the first thing we’re determining, immediately and virtually unconsciously, is our

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

Combination pro

level of trust. If the person we’re meeting makes eye contact, smiles warmly, even shyly, and feels authent

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

c and sincere, we allow ourselves to trust him or her, albeit provisionally at first. The longer we come in

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

contact with this person and the more consistent their behavior, the more trust develops. Conversely, if w

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

meet someone who doesn’t make eye contact, doesn’t smile, doesn’t feel authentic and sincere, our guard imm

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

ediately goes up. We will be skeptical and distrusting of that individual. What’s more, it will take a lot

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

of time and effort on his or her part to negate our first impression.

What occurs in a one-on-one meeting i

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

Following aspects would a

s that same dynamic we experience when watching a presenter. Our first concern, before subject matter, leng

dd to the challenges in developing combination products:

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

h of speech or even viewpoint, is trustworthiness. In plain language the audience wants to know; “Are you f

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

or real?” “Do YOU believe what you’re saying?” “Are you willing to let us in?” “Do you really care about u

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

?” If the answers to these questions are affirmative, they will let you in. They will trust you. They will

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

listen.

Therefore, it is absolutely imperative that you be yourself. Trust your audience to

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

Professional from academic institutions, pharmaceutical industries, health care indust

accept you for you, unfunny, overweight, bald. Who cares? You’re not asking them to be you, you’re

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

asking them to listen to you. One-of-a-kind, sincere, authentic, 100% you. Once they see tha

.

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

you’re the real deal, then and only then are they open to what it is you have to say. So take a deep breat

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

Companies that provide selfless information through particip

h, throw your shoulders back and be the only thing you and only you can be; yourself.

Copyright 2007 bespea

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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