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Useful Advices - Like a brick wrapped in velvet - designing a conference presentation (or most other kinds too!)
Introduction
Did you know that the vast majority of men in the UK think they are “above average” as a driver? Obviously, about half of them must be wrong, by definition. Making a presentation often strikes me as being a bit like that. We all think we can do it – and many of us think we can do it well. Some of us are right: some of us aren’t. I’m not too sure that there’s much correlation between
Did you know that the vast majority of men in the UK think they are “above average” as a driver? Obviously, about half of them must be wrong, by definition. Making a presentation often strikes me as being a bit like that. We all think we can do it – and many of us think we can do it well. Some of us are right: some of us aren’t. I’m not too sure that there’s much correlation between
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
those that can and those that think they can, either!
My approach to doing a presentation is summed up in the title: by analogy, a presentation should be “like a brick wrapped in velvet”. Unpacking that, the content of your presentation should be like a brick and the presentation itself should be like wrapping it in velvet. Bricks are simple, easy to pick up, usable on their own but more usable with other bricks.
My approach to doing a presentation is summed up in the title: by analogy, a presentation should be “like a brick wrapped in velvet”. Unpacking that, the content of your presentation should be like a brick and the presentation itself should be like wrapping it in velvet. Bricks are simple, easy to pick up, usable on their own but more usable with other bricks.
; 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
They’re easy to grasp and everything about them is immediately obvious.
They’ve got a reasonable amount of ’stopping power’ too.
On the downside, they’re likely to scrape your skin if you’re not used to handling them and they’re just that little bit too uncomfortable for most people, so wrapping them in velvet makes them more user-friendly for your audience. Velvet is smooth, subtle and covers over the rough edg
They’ve got a reasonable amount of ’stopping power’ too.
On the downside, they’re likely to scrape your skin if you’re not used to handling them and they’re just that little bit too uncomfortable for most people, so wrapping them in velvet makes them more user-friendly for your audience. Velvet is smooth, subtle and covers over the rough edg
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
s – that means that more people are more likely to pick the brick up.
To be blunt for a moment, no matter how good your brick might be, if the velvet isn’t up to it, no one will pick it up. (To be fair I should add that if all you’ve got is velvet with no brick inside it people will spot that as soon as they try and pick it up, too: you need both, obviously!)
This article isn’t about the brick: it can’t be. You
To be blunt for a moment, no matter how good your brick might be, if the velvet isn’t up to it, no one will pick it up. (To be fair I should add that if all you’ve got is velvet with no brick inside it people will spot that as soon as they try and pick it up, too: you need both, obviously!)
This article isn’t about the brick: it can’t be. You
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
now your subject matter; you’re the experts. I’m not.
But how important is the velvet, then? Well, Richard Burton managed to make reading the telephone directory sound interesting, but on the other hand, Bill Gates manages to make the future of technology sound slightly less interesting than my O-level lessons in Archeology! Believe me, that takes some doing.
Applying the analogy
So how does th
But how important is the velvet, then? Well, Richard Burton managed to make reading the telephone directory sound interesting, but on the other hand, Bill Gates manages to make the future of technology sound slightly less interesting than my O-level lessons in Archeology! Believe me, that takes some doing.
Applying the analogy
So how does th
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
s rather twee-sounding analogy help in practice? Let’s start at the beginning by looking at how long you’re going to speak for and use that as an example.
Actually, I want to be slightly more off-beat than that. It’s not about length measured in minutes: only bureaucrats measure time that way. Real people like you, me and your audience measure time by how long it feels to them; if they’re engaged and interested y
Actually, I want to be slightly more off-beat than that. It’s not about length measured in minutes: only bureaucrats measure time that way. Real people like you, me and your audience measure time by how long it feels to them; if they’re engaged and interested y
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
u can talk for longer than if your audience is bored.
The velvet brick approach is that you consider the two elements of the presentation separately. First you think of what you want to say – your brick – and then you think about how you’re going to say it – your velvet.
Using the approach, clearly you should present for as long as it takes to tell people about your subject: no more, no less. If you can do it in
The velvet brick approach is that you consider the two elements of the presentation separately. First you think of what you want to say – your brick – and then you think about how you’re going to say it – your velvet.
Using the approach, clearly you should present for as long as it takes to tell people about your subject: no more, no less. If you can do it in
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
five minutes, do so. If you need 20 either negotiate a 20 minutes slot or talk about something else. You can no more “fit a quart into a pint pot” (as we say in the UK) than you can give your audience all they need to know about particle physics in 15 minutes.
On the other hand only a presentation genius could make a presentation about how quickly paint dries interesting to the general public for more than a few
On the other hand only a presentation genius could make a presentation about how quickly paint dries interesting to the general public for more than a few
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
inutes. (There are such people but they’re depressingly few and far between, believe me!)
Look at the other option – that you can explain things in five minutes but you’ve got 20. Listen to Pascal: “I am sorry for the length of my letter, but I had not the time to write a short one.” No one ever made themselves unpopular by finishing early. When you’ve finished saying what you’ve got to say, shut up. If 30% of yo
Look at the other option – that you can explain things in five minutes but you’ve got 20. Listen to Pascal: “I am sorry for the length of my letter, but I had not the time to write a short one.” No one ever made themselves unpopular by finishing early. When you’ve finished saying what you’ve got to say, shut up. If 30% of yo
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
r presentation is waffle your audience will assume that 30% of your claims about your product are waffle…..
… worse in fact, because once they get past their ‘boredom threshold’ they’ll simply switch off and take nothing you say on board.
So, moving on, let’s look at how this philosophy works for the actual style of your presentation. Are we talking about something complex or something simple? If it’s complex, d
… worse in fact, because once they get past their ‘boredom threshold’ they’ll simply switch off and take nothing you say on board.
So, moving on, let’s look at how this philosophy works for the actual style of your presentation. Are we talking about something complex or something simple? If it’s complex, d
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
es that complexity stem from the concept you’re trying to get over or from the application of that concept, the details etc. That gives us three options, and none of them require PowerPoint (or “Presenter” or “Impress” or any of the other presentation packages out there) – at least not automatically. The velvet brick approach is to look at the content and then decide what format of presentation to use.
If you’re
If you’re
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
ike many people you’ll tend to sub-consciously put the idea of the presentation together with the idea of a PowerPoint-type presentation (an example of a phenomenon we call ‘Communication Impotence’, but that’s for another article!). Resist the urge! Don’t even go near a computer to write your presentation until you know exactly what you’re going to say and even then only if you’ve consciously decided that a compu
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
er presentation is the way to go.
If you need to, give your presentation the Fuse Test. If all the fuses in the building blew, could you still explain your concept? Anyone saying “yes” should consider long and hard whether they should be using a computer-based presentation in the first place. (Anyone saying “No” should just spend 10 seconds checking that they’re the right person for the job! :) ) Computer-based p
If you need to, give your presentation the Fuse Test. If all the fuses in the building blew, could you still explain your concept? Anyone saying “yes” should consider long and hard whether they should be using a computer-based presentation in the first place. (Anyone saying “No” should just spend 10 seconds checking that they’re the right person for the job! :) ) Computer-based p
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
esentations are actually a lot harder to write well than people think and if your velvet is alienating you drastically cut your chances of your audience actually picking up your brick which is, presumably, what you were hoping for when you agreed to speak!
A third example
You know how long you’re going to speak for and you know whether you’re going to use some kind of multi-media option. What ne
A third example
You know how long you’re going to speak for and you know whether you’re going to use some kind of multi-media option. What ne
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
t? Well, anything you like to do with your presentation, really. Should you, for example, use handouts?
According to the ‘brick wrapped in velvet’ approach you just look at the content and then decide the best way to deliver it. If you need your audience to have access to really complicated mathematical formulae for example, you should really think about handouts: don’t compromise by saying “I’ll manage without t
According to the ‘brick wrapped in velvet’ approach you just look at the content and then decide the best way to deliver it. If you need your audience to have access to really complicated mathematical formulae for example, you should really think about handouts: don’t compromise by saying “I’ll manage without 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
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
e formula”. That way you give your audience only half the story.
Of course, that’s not to say that you shouldn’t think long and hard about whether the formulae really are part of your brick in the first place! Often they’re not. A face to face presentation (1-2-many in the jargon) is best used for swaying hearts and minds, not for imparting the minutiae and details. If your brick is comprised entirely of details
Of course, that’s not to say that you shouldn’t think long and hard about whether the formulae really are part of your brick in the first place! Often they’re not. A face to face presentation (1-2-many in the jargon) is best used for swaying hearts and minds, not for imparting the minutiae and details. If your brick is comprised entirely of details
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
he approach should be something other than a mass presentation. (There’s some fascinating research on this coming out of the US at the moment, looking at how much recall people have of facts that they read and those that they are told, but that’s outside the scope of this particular article.)
Please, avoid the habit many presenters (particularly the ones who are important and/or lucky enough to be invited, rather
Please, avoid the habit many presenters (particularly the ones who are important and/or lucky enough to be invited, rather
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
than those of us trying to create opportunities for ourselves) slip into of sub-consciously saying to themselves “I’ve got a presentation slot, what shall I talk about?” That’s putting the velvet in place and trying to fill it with brick. You might pull it off – don’t get me wrong, I’ve seen it done superbly – but it’s a much more difficult way of doing things.
The most simple way of avoiding this risk is to have
The most simple way of avoiding this risk is to have
.
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
a set of bricks ready in advance. I’ve got a number of things I can cheerfully talk about (bricks) which are just waiting for the right opportunity to arrive (the velvet). I won’t risk spoiling them by forcing them into a place they might not want to go: you’ll not do them justice and you’ll not do yourself justice.
This article, for example, can be delivered comfortably as it is: I don’t need the meet you all to
This article, for example, can be delivered comfortably as it is: I don’t need the meet you all to
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
outline my ideas: I had the idea for such an article for a long time, sitting on a shelf in my head……
…. waiting for the right time…..
Summary
It’s not rocket science here. I’ve not said anything new – and probably nothing that you’ve not heard before, but if you like the analogy of the brick wrapped in velvet it might just stick in your head the next time you’ve got to stand up at a conference
…. waiting for the right time…..
Summary
It’s not rocket science here. I’ve not said anything new – and probably nothing that you’ve not heard before, but if you like the analogy of the brick wrapped in velvet it might just stick in your head the next time you’ve got to stand up at a conference
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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