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Advice You - Presentation Skills - The 10-Second Rule
Your main job as a presenter is to ensure that throughout your presentation, you and everyone in the audience remain on the same page, even the same wavelength, every step of the way. If your slides contain more information that it takes 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
average listener more than 10 seconds to comprehend, you can’t possibly make this happen. People process information at different rates; faster processors will take a shorter time and the slower processors will take longer. Before you know i
; 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
, you’ve got an audience working at three to five different wavelengths at the same time.
Then to make things worse, most presenters start talking, explaining the slide, at usually about the 5 second mark, and thus add one more thought-path,
Then to make things worse, most presenters start talking, explaining the slide, at usually about the 5 second mark, and thus add one more thought-path,
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ne more wavelength, to the whole process.
The Bell Curve
Think about it. If the amount of time it takes the average reader to ingest the info on the screen is 30 seconds, then a classic bell curve will tell you that 20% of the audience is g
The Bell Curve
Think about it. If the amount of time it takes the average reader to ingest the info on the screen is 30 seconds, then a classic bell curve will tell you that 20% of the audience is g
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
oing to read it all in 20 seconds, and 20% will take 40 seconds. Another aggregate 20 will fall into the 10 to 60 second range, and before we calculate it all, we know that we have the group broken down into at least five groups of perception
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
time-lines. Now, let’s screw it all up and throw you into the soup, and you begin talking at some new, arbitrary point. To whom are you speaking?
Chance tells us you’re speaking to the largest group; let’s say the 40% who read at an average
Chance tells us you’re speaking to the largest group; let’s say the 40% who read at an average
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
pace. That leaves 60%, a landslide in political terms, either way ahead or way behind the bullet point upon which he begins to expound.
Actually, it gets worse! You see, as much as a you might be totally in love with the design of a slide y
Actually, it gets worse! You see, as much as a you might be totally in love with the design of a slide y
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
ou may have spent hours composing, audiences rarely find your stuff as captivating. Because the presentation is important to you, it’s easy to believe that everyone will be engrossed in the action on the screen and thus giving the event their
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
entire attention.
But tell us: have you ever sat through a colleague’s presentation and found yourself thinking about something other than the material he was sweating blood to deliver? Perhaps your plans for the upcoming weekend? The safet
But tell us: have you ever sat through a colleague’s presentation and found yourself thinking about something other than the material he was sweating blood to deliver? Perhaps your plans for the upcoming weekend? The safet
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 your children? Whether you can let that bill slide this month?
No audience member, no matter how captivating you might believe you are, ever, ever, ever gives a presenter 100% of her attention. Human minds don’t work that way. Long bef
No audience member, no matter how captivating you might believe you are, ever, ever, ever gives a presenter 100% of her attention. Human minds don’t work that way. Long bef
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
re Windows, we were multi-taskers.
As lives become more complicated, and work cuts into personal time, the line between work and personal become blurred, and we compartmentalize less. Although it’s difficult to attach hard numbers here, it’s
As lives become more complicated, and work cuts into personal time, the line between work and personal become blurred, and we compartmentalize less. Although it’s difficult to attach hard numbers here, it’s
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
reasonable to assume that at best our audiences are tuning in to us -and us alone- more than 75% of the time.
So even if we’re directly communicating with 40% of the group, given our (at best) 75% maximum attention factor, we have no more th
So even if we’re directly communicating with 40% of the group, given our (at best) 75% maximum attention factor, we have no more th
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
n 30% of the audience in our camp. The rest are either struggling to catch up, or consider themselves so advanced that their minds begin to wander to unrelated topics, such as their children, the weekend, their bills; they become non-particip
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
nts in the process.
Taking it to the Limit
So what does this tell us? Of course, there is only one truly viable solution, and that is to limit, by all means possible, the amount of information that is released with each click of your mouse.
Taking it to the Limit
So what does this tell us? Of course, there is only one truly viable solution, and that is to limit, by all means possible, the amount of information that is released with each click of your mouse.
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
First of all, the less time it takes the audience to discern the new information, the sooner they’ll get back to you and start to listen to what you really mean to “say” on the slide.
Secondly, the less time it takes the average people to f
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
gure out for themselves what’s going on, the less the width of the bell curve.
Third, and most important, is this: if your slides are designed correctly and consists of nothing but graphics and talking points, or headline-style phrases, the
Third, and most important, is this: if your slides are designed correctly and consists of nothing but graphics and talking points, or headline-style phrases, the
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
udience will soon realize that they are not being shown enough information to figure things out for themselves. They will conclude that the only way they can hope to be the first to know is to turn their attention quickly to you, and have it
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
spoon fed to them. And this is exactly where you want them to be!
If you put everything you want them to know up on the screen, and if you spell it out longhand, you are training them to look to the screen for their information. Humans rec
If you put everything you want them to know up on the screen, and if you spell it out longhand, you are training them to look to the screen for their information. Humans rec
.
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
gnize patterns quickly, and as soon as the screen becomes the pattern, that’s where they’ll go. Problem is, they’ll be reading one thing while you’re speaking about something else!
The rule of thumb from all this? Make sure that with each pa
The rule of thumb from all this? Make sure that with each pa
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
sing image, it never takes longer than 10 seconds for the audience to “clear the slide”. By clearing the slide we mean removing the curiosity. Have no more than 10 seconds of material - bullet point, graphic, chart, etc. - appear at one time
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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