The Presentation of Pharmaceutical Marketing Information

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• The Presentation of Pharmaceutical Marketing
  Information

September 22, 2003
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Before We Get Started . . .
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How many thought I wanted to
Make it cooler in here?
Make it warmer in here?
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Lack of Clarity in Presentations . . .
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(No Transcript)
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Simpler is Often Better
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Edward R. Tufte
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What Good Information
Design Looks Like!
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We Should Pay More Attention to Excellence in
Presentations! . . .
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Purpose of Project Should Drive Presentation

• Knowledge, Attitudes and Practices Study
• Commercial Viability Assessment
• Business Information
• Promotional Testing
• Tracking Study

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Knowledge, Attitudes and Practices Study
Purpose To provide general background (e.g.,
on a treatment area, issue, etc.)
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Knowledge, Attitudes and Practices Study

• Can be qualitative and/or quantitative
• Needs to reflect
• Majority and minority opinions
• Color/feel
• Emphasis typically on findings, not conclusions
  and recommendations

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(No Transcript)
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Commercial Viability Assessment
Purpose To assist in making go/no go decisions
for product development/launch
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Commercial Viability Assessment

• Usually quantitative
• Often involves Base Case plus variations (e.g.,
  Best Case, Worst Case)
• Extremely helpful to know go/no go criteria in
  advance
• Usually Recommendations section especially
  important

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Business Information
Purpose To provide data about sales, prescribing
level, etc.
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Business Information

• Biggest challenges
• Too much information to comprehend
• Organizing information correctly
• Calling attention to the right data

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Palo Alto Medical Clinic (CA)
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How important is this customer to us?
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Promotional Testing
Purpose To evaluate and/or improve upon
promotional message/materials
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Promotional Testing

• Typically deals with special parameters, e.g.,
  extent to which message is
• Unique
• Clinically important
• Compelling
• Recommendations for modifications often the most
  important part of the presentation

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(No Transcript)
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What is Information ArchitectureTM?

• An evidence-based positioning and message-
  development process
• An evolution from iterative positioning to a
  process that is more directly based on scientific
  principles of persuasion
• A process that enables you to develop persuasive
  messages for each audience that all reflect a
  common, underlying theme

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Information Element Categories

• Attention-grabberreason to pay attentionwhat
  makes the message sticky
• Benefitshow will physicians, patients, etc., be
  better off now that the product is available
• Reasons to believevalidates and explains the
  benefits, providing message credibility
• Hygiene factorsquieting concerns about potential
  risks or other problems/liabilities
• CloseA call to action, identifies the specific
  behavior desired
• Who CaresInformation Elements that serve no
  marketing function

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(No Transcript)
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Tracking Study (e.g., ATU)
Purpose To keep finger on pulse of key variables
over time
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Tracking Study (e.g., ATU)

• Multi-wave
• Major presentation focus is change
• Format should be consistent

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Regardless of Project Type, Presentation Building
Blocks are the Same!
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Presentation Building Blocks

• Background
• Ties to previous work done, market issues, etc.
• Overview
• Synopsis of study and its findings

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Presentation Building Blocks

• Business/Market Research Objectives
• From the mouths of your information customers
• Decision-based
• Consistent from proposal to presentation
• As concrete as possible
• Go find out about not a business or research
  objective

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Presentation Building Blocks

• Methodology
• Source(s) of data
• Exploratory or confirmatory
• Generalizability
• Timing of data collection
• Research to know vs. research to show

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Presentation Building Blocks

• Key Findings
• Three at most
• Driven by objectives
• Presented from general to specific

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Presentation Building Blocks

• Findings in detail
• Drill down from key findings
• Level of detail depends on purpose/audience/logist
  ics
• Additional information to provide
• Clarity
• Context
• Comparison
• Conclusions (not conclusions and
  recommendations)
• Respond to business objectives
• Recommendations
• If objectives and audience call for them
• Action points to be taken following presentation

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In Summary, Remember That for Presentations of
Pharmaceutical Marketing Information . . .
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• Team Exercise

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• The Good,
• The Bad The Ugly

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Overview

• Team exercise
• Review slide sets
• What is good in the presentation of information?
• What is bad?
• What would you do to improve it?
• Mark up the acetate slide sets to emphasize
  points
• Choose a group representative for team
  presentations

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Have Fun!

• Well see you in about
• 60 Minutes

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Thank you for your time!