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What are effective presentation strategies for the pharmaceutical industry?

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The pharmaceutical industry is highly competitive and regulated, which means that presenting your products, services, or research to potential customers, partners, or investors requires a lot of preparation and skill. How can you make your presentations stand out and persuade your audience to take action? Here are some effective presentation strategies for the pharmaceutical industry that can help you achieve your goals.

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1 Know your audience

Before you design your presentation, you need to understand who you are talking to and what they care about. What are their needs, challenges, expectations, and motivations? How familiar are they with your topic and terminology? What are their objections or concerns? How will they benefit from your solution or proposal? Knowing your audience will help you tailor your message, tone, language, and visuals to their level of interest and understanding.

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Bevin Likuyani, Mpharm, MBA

Founder & Editor-in-Chief | African Pharmaceutical Review
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Statistically 50% of your audience will be visual learners and 50% will be audio learners. This essentially means that half of your listeners will understand better by what they see you project and some will understand better by what you say. So always ensure you strike the write balance of both aspects so that your presentation delivers the value you intend.

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2 Use storytelling techniques

One of the best ways to engage your audience and make your presentation memorable is to use storytelling techniques. Stories can help you create an emotional connection, illustrate your points, and show the impact of your work. You can use stories to introduce a problem, explain a solution, share a success story, or inspire a vision. To make your stories effective, use a clear structure, relevant details, vivid language, and a strong conclusion.

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Evonne Ong

培训顾问, 导师 | 药剂师 | 主编
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I've yet to see someone actually do a great job with "storytelling" when given a deck of 60 slides packed with clinical trial data. Often, people get so caught up in "crafting a story" that they lose the plot i.e. they forget the key messages/objectives of the presentation. Instead of focusing on storytelling, how about we 1. focus on the audience's needs, 2. focus on helping, adding value, offering insights, and guidance... which involves, knowing who your audience is--step 1!

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3 Simplify complex data

The pharmaceutical industry relies on data and evidence to support its claims and decisions. However, presenting complex data can be challenging and boring for your audience, especially if they are not experts in your field. To simplify complex data, you need to focus on the key messages, use charts and graphs that are easy to read and interpret, add labels and captions, and use colors and icons to highlight important information. You also need to explain the data in simple terms and relate it to your audience's needs and goals.

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Evonne Ong

培训顾问, 导师 | 药剂师 | 主编
(已编辑)
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This is the biggest challenge for most in pharma. Because a lot of the presentations consist of scientific/clinical data, most presentations are inundated with data, charts, graphs, tables, and more charts. Yes, the data is complex, but the presentation doesn't have to be. Keep it really simple. Graphics speak louder than complicated graphs and charts, they're also more memorable.

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4 Address compliance and ethics

The pharmaceutical industry is subject to strict regulations and ethical standards that affect its operations and reputation. When you present your products, services, or research, you need to address compliance and ethics issues that may arise or be questioned by your audience. You need to show that you follow the relevant laws, guidelines, and codes of conduct, that you respect the rights and safety of your patients and customers, and that you disclose any conflicts of interest or limitations of your work. You also need to provide credible sources and references for your data and claims.

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Bevin Likuyani, Mpharm, MBA

Founder & Editor-in-Chief | African Pharmaceutical Review
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Over and above all different regions are governed by different types of legislation when it comes to pharmaceutical product information sharing. It is important to familiarize yourself with these laws, policies and regulations that are specific to your market. So that even as you deliver your message it is consistent with the laws governing the land.

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Evonne Ong

培训顾问, 导师 | 药剂师 | 主编
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One very simple rule: Be honest. Don't lie or pretend to know or skirt around issues or try to inflate good data or minimize not-so-good ones!

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5 Use interactive elements

To make your presentation more engaging and interactive, you can use various elements that involve your audience and encourage feedback. For example, you can use polls, quizzes, surveys, or games to collect data, test knowledge, or spark curiosity. You can also use videos, animations, or demonstrations to show your products, services, or research in action. You can also invite questions, comments, or suggestions from your audience throughout or at the end of your presentation.

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6 Follow up with your audience

The presentation is not the end of your communication with your audience. You need to follow up with them to reinforce your message, address any questions or concerns, and move them to the next step of your sales or collaboration process. You can follow up with your audience by sending them a thank-you email, a summary of your presentation, a call to action, or additional resources. You can also ask them for feedback, referrals, or testimonials to improve your presentation skills and build trust and credibility.

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Bevin Likuyani, Mpharm, MBA

Founder & Editor-in-Chief | African Pharmaceutical Review
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Generally in life there is always room for improvement, and skill in making presentations is by no means an exception. It is important to always seek feedback from your audience on how you can improve on the different aspects of the presentation. Remember the presentation or communication you are trying to convey is not about you, it is about your audience.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Evonne Ong

培训顾问, 导师 | 药剂师 | 主编
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The absolute first step when preparing for any kind of presentation = who is your Audience? 1. Who are you talking to 2. What do they care about? 3. What are their needs, motivations, expectations, challenges--which one(s) is/are you speaking to? Remember ABCD: Audience Behaviour: CTA for the audience, following your presentation. Content: Depends on A B and D! Depth: Depends on A and B! >> see a pattern here? It all boils down to A & B. >> see how I kept it all really simple and memorable?

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What are effective presentation strategies for the pharmaceutical industry?

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3

4

5

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1 Know your audience

2 Use storytelling techniques

3 Simplify complex data

4 Address compliance and ethics

5 Use interactive elements

6 Follow up with your audience

7 Here’s what else to consider

Presentation Skills

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What are effective presentation strategies for the pharmaceutical industry?

1

2

3

4

5

6

7

1 Know your audience

2 Use storytelling techniques

3 Simplify complex data

4 Address compliance and ethics

5 Use interactive elements

6 Follow up with your audience

7 Here’s what else to consider

Presentation Skills

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