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Entertaining can be very rewarding, but it can also feel like a huge responsibility. When anyone takes the stage in front of thousands of fans, there’s a job to do and a lot at stake.

Enterta

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

ining is as much as an art form as the music one plays. It takes many years to learn that when a true entertainer takes the stage, that the concert is not about the entertainer, it’s about the

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

Examples of combination products may in

people in the audience. The entertainer is not the star, the audience is the star.

For example, for many years I used to take the stage and the first thing I did was to start blasting away an

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

showing off my quick hands at the piano trying to impress the crowds, my fellow musicians, and myself. And it worked, to a certain degree. I have a thick press kit of critics comparing me to

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

the legends but the problem was that it didn’t translate at all into good CD sales. In fact is, the better I got, the slower my sales.

What was happening? I was playing for my own pleasure e

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

Combination pro

pecting audiences to dive into that realm with me. Some did, but others became alienated because they just didn’t have the musical knowledge to go there with me. Also, I was playing from ego

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

nd not from the heart.

Many performers seek validation outside of themselves by showing off and many don’t even care what the audience thinks. But, the truth is, most should care what the aud

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

ence thinks and what the critics think. Because, bigger audiences and more press equals more gigs and more money.

However, seeking the approval of colleagues, media, critics, and fans can be

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

elf-absorbing and self destructive if you’re not careful. You should care what the audience thinks but at the same time be conscious of not trying not to impress them..

Personally, I’ve only

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

been star-struck twice in my life. The first time was when I was a teenager and I saw Oscar Peterson perform in Toronto. I said to myself, “hey, I want to do that” and began to pursue my drea

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

to become a jazz pianist. And, not just any jazz pianist, a highly trained and technical pianist like Oscar. It took some time but eventually the critics started to compare me to Oscar, and

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

Following aspects would a

others would compare me to Bill Evans, or Keith Jarrett. But, my CD sales were still slow and my bank account was very small.

The second time I got star-struck happened in Montreal when I atte

dd to the challenges in developing combination products:

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

ded a seminar by famous author and speaker T.Harv. Eker. I couldn’t believe it but, he kept over 2,000 people on the edge of their seats for 3 entire days just by talking. He was extremely ski

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

led at enrolling and engaging audiences.

And that’s when my mind shifted. That day, I laid out a lot money and signed up for one of T. Harv Eker’s courses. The result? That training changed

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

my whole approach to concert performances and my life.

While I had always possessed a natural ability to entertain, I learned that I didn’t really understand how highly choreographed and enter

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

aining were supposed to be. Certainly I understood that lighting, good production and communication with your audience from time to time was a good thing. But, I learned that just by using a

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

Professional from academic institutions, pharmaceutical industries, health care indust

roven template for winning presentations I could up the ante quite a bit.

The difference in my career was dramatic. I changed almost overnight from self-absorbed and trained technical perform

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

r to an entertainer. And, the best part is my sales increased exponentially. And, I didn’t have to give up jazz to become an entertainer. I just had to learn how to package it.

So, what’s i

.

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

portant to anyone wanting to make a mark in entertainment? First, learn the psychology of human behavior then learn how to lead an audience. Then, find and study a proven template for winning

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

Companies that provide selfless information through particip

presentations. That will help you to overcome any limitations you may have. Entertaining is an art form that can be mastered if you get the right information from the right master entertainer

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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