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Trainers and human resource development consultants sometimes do not recognize the “fuzzy line” that separates facilitation skills from presentation skills. For instance, we see a great deal of notice paid in our own “Interchange” to the presentation skills required of a competent trainer, but relatively little attention in the

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

newsletter to what facilitation skills might be required of an adept trainer. In fact, I cannot remember the last issue where facilitation was discussed at all. Perhaps, then, there is an overemphasis on how to be an entertaining, dynamic, fun-loving, exciting presenter and trainer? If so, we need to remember that these skills a

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

Examples of combination products may in

re only a part of an effective trainer’s skill set.

What Are Facilitation Skills?

A useful distinction between the two is made on the group facilitation listserve website wherein training and presentation are defined as a process primarily to transfer information or skill (content) between a trainer and a part

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

cipant group. Facilitation, however, is what we do when we are focusing primarily on processes in the group itself: how the group communicates, problem-solves, resolves conflicts, and makes decisions.

Janelle Brittain, author of Facilitation and the Speechless Speaker, makes the distinction this way: “Speakers view th

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

eir mouth as their primary instrument. Facilitators view their ears as their primary instrument.”

Put another way, the facilitator listens without judgment, does not need to control interactions and outcomes, can think on may different levels simultaneously, and makes it possible for others to think and act.

The facilitator us

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

Combination pro

s structured techniques and communication skills to “ease” this process, towards the end of the emotional and cognitive growth of the group and its members, and is neutral toward the content of the discussion, or meeting. A facilitator, then, is an expert on group process. Some examples of facilitated events are: strategic and o

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

ther planning, decision making, conflict resolution, problem solving, creative development, and team initiatives.

This source further clarifies the distinction by noting that, “Where training and presenting involve telling and teaching the participants, facilitation involves helping the partic

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

pants discover for themselves (emphasis added).” A facilitator must be able to read not only individuals, but the interactions between individuals, and the subtleties of group dynamics.

Michele Whitmore, a contributor to the IAF website, says that, “The facilitator notices patterns in group interaction and brings it up to the g

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

roup for exploration.” A skilled presenter, too, “notices” these patterns, but at the same time is interested in knowledge and skills transfer.

Isabel Rimanoczy, another IAF contributor, suggests that the facilitator should

encourage the group to discover its own answers and solutions to issues it confronts, be attentive to gr

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

up process, tactfully confront the group with its own behaviors and assumptions, use appropriate humor, and help the group to summarize and draw conclusions.

Presentation Skills:

When we turn our discussion to presentation skills, Max Messmer, CEO of Robert Half International, tells us that the presenter needs

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

to be able to:

Have clear goals.
Tie information to the bottom-line.
Make sure your approach fits audience needs and characteristics.
Use appropriate materials in support of your presentation.
Make your point.
Connect” with the audience.

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

Following aspects would a

Similar advice on presenting is offered by Lois Geller:

Outline the points you want to make.
Think about how you're going to be creative.
Practice, practice, practice.
Watch the time.
Get to the meeting room early.
Tal

dd to the challenges in developing combination products:

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

to the person who will introduce you.

Give yourself a pep talk.
Have a good attitude.
Have fun and be enthusiastic.
Be engaging and interactive.
Never read.
Ask the audience questions.
Summarize your presentation.
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
>

The National Speaker’s Association recommends that the presenter master eight core competencies: of particular interest here is the “Presenting and Performing Competency,” which is defined as being able to communicate and work with audiences, mastering the mechanics of a presentation, acknowledging that the needs and int

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

rest of each audience vary, adapting the presenter’s role to the needs of the audience, and staying abreast of developments in technology and state-of-the-art presentation techniques.

Tom McCarthy, a former sales professional with Marriott and Hilton Hotels, makes these points about presenting effectively:

Say it simply.Talk t

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

o their backgrounds.Use brochures, pictures and demonstrations.

Present benefits, not just features Use trial closes to see where you stand.

While also in agreement with the above, Trevor Zieglestein, discusses the importance of using non-verbal communication to be effective as a presenter:

Be aware of and use your posture t

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

Professional from academic institutions, pharmaceutical industries, health care indust

effectively communicate.Don’t speak in monotones: vary the pitch and volume of your voice.Make sure your movements are relaxed.

Comparing Similarities:

While the differences between the two skill sets may be readily apparent, there are some important similarities:

Both must find ways to identify with and relate to the audien

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

ce, or group.

Both require skillfullness.

Both require knowledge – although to differing degrees - of group process.

Both utilize similar – but not identical – tools (e.g., needs assessment, Socratic dialogue, summary, questioning, small group work, similar audio-visual media, action planning, etc.).

Both depend on a simila

.

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

body of knowledge.

Final Thoughts:

The intent he is to both distinguish facilitation from training, and to draw parallels between them. We see that each shares interventions and a body of knowledge and techniques, but that being competent in one does not presume competence in the other.

This Chapter, I believe, owes it to it

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

Companies that provide selfless information through particip

s members to seriously examine facilitation separate and apart from the presentation aspect of training because being an excellent presenter does not equate to excellent training. Chapter membership, too, may profit from developing their facilitator competencies, which can only strengthen their presentation and training delivery

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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