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Social Space - Defending Your Slides
How many times have you found yourself the victim of a sales call?
If 'victim' is too strong a word, then how about 'hostage'? Or maybe merely 'prisoner'? If you've ever been forced to sit through a sales presentation that has you asking yourself, above all, "when will this end?", then y
If 'victim' is too strong a word, then how about 'hostage'? Or maybe merely 'prisoner'? If you've ever been forced to sit through a sales presentation that has you asking yourself, above all, "when will this end?", then y
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
ou know what I'm talking about. And one sure way you know you're likely going to be in trouble is when the salesperson walks into your office carrying a laptop. You see the computer bag, and your first thought is of your brother-in-law walking up your drive with suitcase in hand.
Why do
Why do
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
we feel like prisoners during the 'dynamic' discourse that accompanies the flying words and paragraphs describing how life just can't go on without our buying this super new product or service? Because for the most part, the slides that make up the sales presentation are not designed to e
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
hance your experience – they're designed to walk the salesperson through his spiel. In fact, the slides are often designed by the salesperson's manager as a way to ensure she will cover all the features that management deem essential to the sale.
PowerPoint does a great job of providing t
PowerPoint does a great job of providing t
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
he memory-challenged salesperson with a structured way to remember everything he's supposed to convey to the prospect, but usually at the cost of the prospect's attention – or worse, his consciousness. And although its probably true that in many cases the prospect has been know to say 'yes
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
just to avoid having to sit through one more slide, the track record for most laptop sales presentations is not good. The negative experience of feeling prisoner to the 100+ slide deck more often counteracts any of the benefits that the sales-centric set of slides tries to show.
These da
These da
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
ys, PowerPoint is consistently called upon to perform tasks for which it was never designed. PowerPoint 1.0 was launched in April 1987, a Macintosh-only product that allowed non-programmers to put together simple black-and-white overheads without the need for a corporate graphics departmen
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
. Dennis Austin, a software developer who was one of the originators of "Presenter", the program that would soon become PowerPoint, recalls finding an old business plan from that time describing the concept behind the new software. One phrase read, "Allows the content-originator to control
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
the presentation."
Later that same year the originators sold the program to Microsoft for cash and stock.
Modern business would never be the same. Immediately, business presenters who had little or no background in design fundamentals were now able to do what thousands of recently empower
Later that same year the originators sold the program to Microsoft for cash and stock.
Modern business would never be the same. Immediately, business presenters who had little or no background in design fundamentals were now able to do what thousands of recently empower
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
d “desktop” publishers could do: produce very technically competent garbage.
The software improved over time, and new products made by competing companies offered increasingly sophisticated and sometimes useful enhancements. Eventually, it became apparent to some that instead of simply de
The software improved over time, and new products made by competing companies offered increasingly sophisticated and sometimes useful enhancements. Eventually, it became apparent to some that instead of simply de
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
signing ever more impressive overheads, what this new genre was really all about was its ability to be a means to itself - that the computer was no longer the design machine, the computer was the presentation!
With each new version of computer-based presentation software we would find new
With each new version of computer-based presentation software we would find new
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ways to dazzle and impress ourselves with words and pictures in the dynamic environment of an LCD screen or projected image. By the time the first Windows95 version came out, Microsoft was touting on the box cover that the software was “For everyone who can’t wait to get a good idea across
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
. Were they suggesting that instead of taking the time to create good content, we should just use screeching brakes?
And somewhere along the way, the notion that the visuals were supposed to be about the audience, rather than the presenter, was swept away by the breeze of the flying text.
And somewhere along the way, the notion that the visuals were supposed to be about the audience, rather than the presenter, was swept away by the breeze of the flying text.
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
By far the majority of the slides that our customers send us for review are crafted to be useful for keeping the presenter on track, period. When we asked a food-processing client of ours if they believed it was really necessary to list all 18 ingredients that went into their new vegetab
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
e soup concentrate on this one slide, they replied, "Well, probably not – but it’s the only way our salespeople can remember them"!
To know whether or not any given slide in your presentation deserves to be there, you have to be able to defend each of them like a junk-yard dog lawyer. And
To know whether or not any given slide in your presentation deserves to be there, you have to be able to defend each of them like a junk-yard dog lawyer. And
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
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
to do that, you must be able to make the case that without the slide, the customer's experience would be lessened.
For example: If you were designing a presentation to sell people on a 7-day Caribbean cruise, you probably would include a slide that listed all the features of the trip. Th
For example: If you were designing a presentation to sell people on a 7-day Caribbean cruise, you probably would include a slide that listed all the features of the trip. Th
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
slide would likely have a set of bullet points like this:
• Spacious, luxury accommodations on-board
• Dine each night to dramatic ocean sunsets
• Visit over 7 exciting ports-of-call
• Day-stops at sunny pristine island beaches
• Free rum drinks and on-board dancing ni
• Spacious, luxury accommodations on-board
• Dine each night to dramatic ocean sunsets
• Visit over 7 exciting ports-of-call
• Day-stops at sunny pristine island beaches
• Free rum drinks and on-board dancing ni
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ghtly
Your list would serve you well to remember to tell your prospects about all these great reasons to reserve their stateroom now, but what do they do to enhance the audience experience? Actually, a slide like this is totally indefensible.
What your prospects need more is a way to vis
Your list would serve you well to remember to tell your prospects about all these great reasons to reserve their stateroom now, but what do they do to enhance the audience experience? Actually, a slide like this is totally indefensible.
What your prospects need more is a way to vis
.
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
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
alize what the trip is all about, and for that you need just that – visuals. So instead of one slide for you, you need at least five slides for them: One with a full-screen picture of their room, one of a happy couple enjoying dinner on the evening deck, and others with great shots of the
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ports, the beaches, and the nighttime parties. All these images should be good enough to need very little explanatory verbiage from you.
Next presentation, make sure you can defend every slide, every graph, and yes, every bullet point like your life depended on it. Because your sale does
Next presentation, make sure you can defend every slide, every graph, and yes, every bullet point like your life depended on it. Because your sale does
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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