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Advice You - Can Your Powerpoint Presentation Rival TV Advertising?
Do you ever wonder why some PowerPoint Presentations are so much better than others? Why do some have amazing powers of persuasion, while others simply bore you to death? TV commercials use these marketing strategies to hold and fascinate their viewers. You can
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
too, if you follow these tried and proven techniques.
Step 1: Kaboom Them Into Waking Up!
Ever noticed how most presentations start with, "Welcome to this presentation...blah, blah, blah." You don't see too many TV ads do that. They slam into you at a zillio
Step 1: Kaboom Them Into Waking Up!
Ever noticed how most presentations start with, "Welcome to this presentation...blah, blah, blah." You don't see too many TV ads do that. They slam into you at a zillio
; 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
miles an hour and make sure you’re paying attention.
So How Do YOU Do That When You Don’t Have A Moving Picture?
The trick is to start with something that's totally disconnected with the presentation. For instance, you could be selling cars yet you could sta
So How Do YOU Do That When You Don’t Have A Moving Picture?
The trick is to start with something that's totally disconnected with the presentation. For instance, you could be selling cars yet you could sta
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
t with, "One day in heaven..." That’s a good wake up call for an audience that’s half asleep.
You're selling cars aren't you? What has heaven got to do with cars? The dissonance of the idea has forced their attention. Now that you've got their attention, you’v
You're selling cars aren't you? What has heaven got to do with cars? The dissonance of the idea has forced their attention. Now that you've got their attention, you’v
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
got to gently massage your message into it. For example, you could simply suggest that God created man, woman, and then gave them a car.
And that is only the start.
Step 2: Always Tell A Story
Did you see Titanic, directed by James Cameron? Couldn't you tel
And that is only the start.
Step 2: Always Tell A Story
Did you see Titanic, directed by James Cameron? Couldn't you tel
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
l that story with reasonable accuracy? Most people can. All our movie and great TV commercials are in a story format.
Do the same with your presentation. Think it through. Build up a story first, then work your presentation into it. It will not only give your
Do the same with your presentation. Think it through. Build up a story first, then work your presentation into it. It will not only give your
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
resentation some focus (and storyline), but will make it easier for your audience to remember the sequence of what you're saying. For instance, where are Adam and Eve going in the car? Did they have a breakdown? How well does the air-conditioning work as they d
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
ive through the desert?
Step 3: Use Suspense, Not Mystery
Alfred Hitchcock was a master of suspense. He told you who the murderer was right at the start. So you and every one in the audience knew who was going to kill whom. Everyone in the theatre knew, excep
Step 3: Use Suspense, Not Mystery
Alfred Hitchcock was a master of suspense. He told you who the murderer was right at the start. So you and every one in the audience knew who was going to kill whom. Everyone in the theatre knew, excep
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
the hero (or heroine), who was going to get killed.
And that drove you crazy.
How could they be so dumb? You all knew who the killer was. Why couldn't the hero see it? That's what kept you riveted to the screen the whole 90 minutes. If you establish the char
And that drove you crazy.
How could they be so dumb? You all knew who the killer was. Why couldn't the hero see it? That's what kept you riveted to the screen the whole 90 minutes. If you establish the char
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
acters in your presentation early and work in an element of suspense, you can keep the audience on the edge of their seats.
Step 4: Don’t Bore Them with Your Solutions. Bring Up the Problem!
Most communication harps languidly around solutions. You don’t want
Step 4: Don’t Bore Them with Your Solutions. Bring Up the Problem!
Most communication harps languidly around solutions. You don’t want
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
o do that.
Look around you. People are obsessed with problems. They don’t walk around all excited and happy. Most people walk around with their heads in their hands. When you bring up their particular problem they snap out of their slumber in a mighty hurry, a
Look around you. People are obsessed with problems. They don’t walk around all excited and happy. Most people walk around with their heads in their hands. When you bring up their particular problem they snap out of their slumber in a mighty hurry, a
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
d pay attention to what you’re saying.
What you need to do first is bring up that problem -- and bring it up in all its glory! Paint a gory picture. You might want to read my article: Is your solution your biggest problem? Only after you have made them feel th
What you need to do first is bring up that problem -- and bring it up in all its glory! Paint a gory picture. You might want to read my article: Is your solution your biggest problem? Only after you have made them feel 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
pain, should you bring out the solution. The best TV commercials always make you feel the pain.
As they say, “No pain, no gain.” Learn that, and use it.
Step 5: Reduce Risk
Why do people say, “I’d like to think about it?” The only reason is because you have
As they say, “No pain, no gain.” Learn that, and use it.
Step 5: Reduce Risk
Why do people say, “I’d like to think about it?” The only reason is because you have
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
n’t reduced the risk to minus fifty. While there is risk, my brain is still doing a RAM check. If there is no risk, I’ve got nothing to lose.
So, how can you reduce risk? TV ads give money back guarantees, trial periods, free test drives. Surely you can be mor
So, how can you reduce risk? TV ads give money back guarantees, trial periods, free test drives. Surely you can be mor
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
imaginative than some ad guy.
Get that risk down low, like a limbo rocker. How low can you go?
Step 6: Let Your Audience Know They’re Not Guinea Pigs
Hey! If you've got a product to sell, and you're not using testimonials, you're missing out big time. Even
Get that risk down low, like a limbo rocker. How low can you go?
Step 6: Let Your Audience Know They’re Not Guinea Pigs
Hey! If you've got a product to sell, and you're not using testimonials, you're missing out big time. Even
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
f the product is yet to be launched, you can have pre-launch tests. It all builds up expectations for your final pitch.
This is also another form of risk reduction. If someone else has used your product or service and fallen in love with it, you need to go int
This is also another form of risk reduction. If someone else has used your product or service and fallen in love with it, you need to go int
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
the nitty gritty of that love story.
Step 7: Close the #@US$%*&^ Sale!
I don’t know how many times I’ve seen a wonderful presentation that takes me to cloud nine, and leaves me there wondering, how I'm going to get back to earth.
You’ve got to close the sal
Step 7: Close the #@US$%*&^ Sale!
I don’t know how many times I’ve seen a wonderful presentation that takes me to cloud nine, and leaves me there wondering, how I'm going to get back to earth.
You’ve got to close the sal
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
e! Every presentation should end with a call to action and decision on the client's part. There are a zillion books and tapes on closing a sale out there. Brian Tracy has some amazing audio tapes on Winning Closing Techniques (www.nightingale.com). Learn from t
.
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
e pros, and turn a la dee dah presentation into a full blooded sale!
Step 8: Bring on a Quirky Finale!
Every movie and every ad does it. They wrap it up in a way you never expect.
There's nothing worse than building up expectations, answering all the questio
Step 8: Bring on a Quirky Finale!
Every movie and every ad does it. They wrap it up in a way you never expect.
There's nothing worse than building up expectations, answering all the questio
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
s, and then having a weak ending. Your end has to be like lightning -- unexpected, brief and brilliant! It will ensure that your product or service (or quarterly report for that matter) gets maximum attention.
Otherwise you’re just making a point with no power
Otherwise you’re just making a point with no power
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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