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There is no argument that today's executive is effective to the degree that he or she is able to communicate with other people.

The executive has to be able to speak to other people--one-on-

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

one or one-on-many--in terms other people appreciate, in ways that move and motivate them, and in words and tones that are credible and non-menacing. The "exec" must present himself or hersel

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

Examples of combination products may in

f as a role model, as well as convey the message of the corporation, company, or department.

Some people may be "born speakers," others may have "learned on the job." But everyone feels the

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

need to do it better--examine the basics of public speaking and match performance to changes in the audience's moods, expectations, and markets. Everybody can learn to make a better impressio

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

and communicate better. Our results prove it.

For the last dozen years I have been conducting a popular--and powerful--course for the Canadian Management Centre. It is called "Effective Exe

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

Combination pro

cutive Speaking" but I do not present all by myself. Originally I worked with Peter Urs Bender, Canada's leading public speaker and the author of Secrets of Power Presentations.

Peter devise

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

d the course and then invited me and George Torok, a dynamic speaker and business consultant, to continue to deliver it. For the last six years, George and I have been holding forth. The thre

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

e-day course is offered at various times throughout the year. (Customized versions are also delivered on site.) It regularly attracts company founders, presidents, executives, department and

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

ivision heads, and mid-level managers.

There is an air of excitement when we first meet as a group. George and I review basic principles. Then we divide the group into two and meet in differ

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

ent rooms. Members speak on self-selected topics, assigned subjects, and issues chosen at random. There is immediate, hands-on feedback. Everyone speaks; everyone responds. We offer tips for

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

immediately improvement and insights to ponder. Individual presentations are recorded on video tape for private viewing.

We believe there are two reasons why people enroll in our courses. Fi

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

Following aspects would a

rst, prior to making a presentation, the men and women feel nervous, uncomfortable, child-like, or shy. They want to deal with this residual fear. Second, they realize that, however well they

dd to the challenges in developing combination products:

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

speak, they will have to speak more easily and more persuasively in the future than they have in the past for career advancement. So there is genuine incentive to improve.

"Effective Executi

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

ve Speaking" has proven to be helpful on both fronts. Do you feel nervous when called upon to speak extemporaneously? Are you spending too much time preparing your presentations? Can you thin

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

k on your feet? How well do you handle hostile questions? Do you overuse PowerPoint? Is your audience aware of your nervousness? How are you dealing with "the sweats," thick tongue, beating h

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

eart, mental confusion? Do you feel there are more effective ways to present your ideas? How do professional speakers and communicators do it and how can I learn from them?

By the third day,

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

Professional from academic institutions, pharmaceutical industries, health care indust

members of the group speak with greater ease and increased confidence and effectiveness. They have learned techniques to use every time they speak. They know what to look for (in themselves a

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

nd in others) and they know how to improve.

George Torok and I, as co-course leaders, offer general principles and specific practices to teach people the skills necessary to be .

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

ew" href="http://www.cmctraining.org/communication.asp">effective communicators. George has extensive experience as a business consultant. With Peter Urs Bender he wrote Secrets of Power

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

Companies that provide selfless information through particip

Marketing. My own approach is to recognize and capitalize on individual strengths of body, voice, and mind, and to suggest new and better ways to present information and to motivate listeners

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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