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By using appropriate verbal transitions you can ensure that your presentation or speech flows naturally. A verbal transition is a short phrase

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

that connects different parts of the presentation. Transitions are typically used to provide seamless links at different points, particularly

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

Examples of combination products may in

when changing from one slide to the next.

We all use verbal transitions in speeches and presentations whether we are conscious of them or not

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

. The key is to make sure that we choose the most effective transitions in order to make the presentation as fluid as possible. The problem ca

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

sed by failing to pay attention to transitions is particularly evident when a presenter introduces each new slide with a phrase such as ‘Now I

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

Combination pro

would like to talk about…’ This type of transition fails to connect the different segments of the presentation leaving the audience with a fra

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

gmented view of the whole talk. It also forces the audience to effectively re-start their understanding of the presentation afresh at each new

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

slide.

To avoid breaking up the flow of your message in this way, decide on your verbal transitions for each slide in advance and practice th

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

m when you rehearse your presentation. There are many different types of verbal transition to choose from. The examples below are among the mo

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

st common.

Direct Transition

Direct transitions are short phrases that summarise the previous slide and introduce the new slide. Let’

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

say your previous slide relates to the finalisation of the product development process and the subsequent slide covers the marketing strategy

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

Following aspects would a

A poor transition would be ‘OK, now I am going to talk about the marketing strategy’. An example of a good direct transition could be ‘So, we

dd to the challenges in developing combination products:

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

have developed an excellent product, the next stage is to execute a marketing strategy that maximises our potential for sales’. In this case

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

e have summarised the previous slide and connected forward to the next slide. The audience are carried along with the presentation and the flo

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

is sustained.

Rhetorical Question

Another classic verbal transition is the rhetorical question. Using our previous example we might

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

say ‘So, we have developed an excellent product. How are we going to take it to market?’ This is a great introduction to a new slide as you c

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

Professional from academic institutions, pharmaceutical industries, health care indust

n then simply proceed to answer the question. However, be careful not to use too many rhetorical questions as this can actually detract from y

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

ur talk. If possible mix different types of verbal transitions throughout your presentation.

In time you will probably become very adept at d

.

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

eveloping transitions on the spot and you might not need to develop them in advance for every presentation you give. However, for really criti

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

Companies that provide selfless information through particip

al presentations, it is definitely worth identifying verbal transitions in advance as they have a valuable role in getting your message across

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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As a small business marketer you need emotional ore--raw material from your customers that you can try and build on to create a stronger bond with them. You are trying to create a sticky position in their minds. The master jeweler needs the stones and the gold before he crafts that dazzling wedding ring. The same is true for the master marketer; you need to gain at least some hint of how your customers feel about your small business. And the best way to extract that info is to ask them.

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When I was a kid my friend, Paul Henderson, taught me a couple of facts about business. You have to be looking for opportunities and you must watch your money like a hawk. A true story makes the point...

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