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Advice You - Balancing the Highs and Lows of Business Videos
Video is an important tool for managing change. The challenge for writers and producers is fitting the right solution to the problem.
Consider this exampl
Consider this exampl
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
e. A manager surveys the employees who report to her asking them what they need to provide better customer service. A majority says they need a certain new
; 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
technology. The manager responds by supplying the technology and asks you to create a training video to support its implementation.
How much will you nee
How much will you nee
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
d to motivate this audience to watch this video?
Not much, probably. They’re getting exactly what they want. Your best efforts will go into creating a wel
Not much, probably. They’re getting exactly what they want. Your best efforts will go into creating a wel
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
l-paced, clear presentation of how to use the technology.
Compare that video to one requested by a manager whose company is experiencing downsizing and ot
Compare that video to one requested by a manager whose company is experiencing downsizing and ot
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
her problems. She decides to introduce the same technology, but the employees have had no input concerning the choice. In fact, they suspect the technology
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
will be used to replace them.
Same content, but now what is your challenge?
Keep this in mind: people will not listen to facts, until you recognize thei
Same content, but now what is your challenge?
Keep this in mind: people will not listen to facts, until you recognize thei
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
r feelings and motivation.
To identify the "threshold motivation" of your audience (or how they are likely to feel at that moment when they sit down to wa
To identify the "threshold motivation" of your audience (or how they are likely to feel at that moment when they sit down to wa
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
tch your video), here are some questions to ask:
·What's happening in the company, department, or marketplace right now? How does the audience feel about
·What's happening in the company, department, or marketplace right now? How does the audience feel about
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
this?
·How does the audience feel about the topic of this video? Any preconceptions-positive or negative?
·In relation to the topic, what does the audien
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ce think they need to know or do compared to what the client wants them to know or do? What's the gap?
·If appropriate: Why isn't the audience doing what
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
the client wants them to do? What obstacles or deficits exist? Why? Can video effectively respond to those needs? How?
·Are there any sensitive business-r
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
elated issues, concerns or needs dominating audience's attention? Should they be addressed in the video?
·What would motivate the audience to want to know
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
more or to change skills or buying behaviors?
·How will the video be distributed and introduced? Must it stand alone or can you count on a supervisor or
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
trainer to "set it up" (i.e., position the video in relation to the specific needs and concerns of the audience)?
Once you understand the threshold motiva
Once you understand the threshold motiva
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
tion of the audience, you can apply the rule of high/low.
You decide whether to focus on high motivation/low information or low motivation/high informatio
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
n. The more motivation required, the less information presented. The less motivation needed, the more information presented.
The challenge of scriptwritin
The challenge of scriptwritin
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
g is not simply telling the audience what our clients say they need to know. Our challenge is working with our clients to identify the audience's feelings
.
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
and motives—so they are recognized and addressed. Ultimately, our video then creates an environment within which employees have an opportunity to participa
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
te in change and pursue their motives to better themselves and the organization.
Video becomes a powerful tool for change when you ask the right questions
Video becomes a powerful tool for change when you ask the right questions
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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