Top Adding - Writing and Speaking

Early on, while working in radio stations, I learned that 'dead air' is a bad thing.

Dead a

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

ir means silence, unintentional silence, that is. So, if I happened to be standing in the ha

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

Examples of combination products may in

l, for instance, and heard no music or voice for more than a couple of seconds, I would quic

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

kly check to see what had happened in the announcer's booth or the news booth.

Speakers and

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

presenters, too, often think of silence as a bad thing. But, they should not. In fact, silen

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

Combination pro

ce, as in a long pause, can be wonderfully powerful.

Pause for a moment before you start sp

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

aking, and you'll almost immediately have the attention and respect of everyone in the audie

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

nce. Any whispering that had gone on will stop, as will the shuffling of feet and papers, an

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

the opening and closing of briefcases and purses.

The same holds if you lose the attention

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

of the audience part way through your speech or presentation. Pause, look systematically ar

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

und the room at everyone in the audience, and you'll have them back with you again.

Pause f

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

Following aspects would a

r a long moment if you want to emphasize a point. When you pause, you not only get the atten

dd to the challenges in developing combination products:

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

tion of the audience, but you create a contrast between the silence and the sound of your vo

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

ce.

You'll also find pauses helpful when you change from one subject to another within your

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

presentation. In this case, the pause signals that something's about to change, especially

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

f you foreshadowed the new subject as you wrapped up the preceding section.

Of course, you

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

Professional from academic institutions, pharmaceutical industries, health care indust

can also pause when you lose track of where you are in your presentation. Deliberately stop,

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

look at the audience as if you had planned to stop at this point, collect your thoughts, and

.

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

then start again.

In summary, don't be afraid of pauses or long moments of silence in a pr

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

Companies that provide selfless information through particip

sentation or speech. They can get and hold attention better than almost anything you can say

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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