Main Subject - Business

When was the last time you went to a presentation and came away impressed by the slides?

It is, of course, fashionable these days to speak negatively about PowerPoint, and how most on-screen presentations put audiences to “death” with an onslaught of one bullet-pointed parag

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

raph of words after another. It is also true that the same people who like to trash PowerPoint often create mind-numbing program themselves, and then claim that it’s not their fault – their bosses make them beget slides that turn brains to butter.

Although businesspeople ar

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

pretty much stuck with PowerPoint these days, and probably will be for the foreseeable future, there have been a few pioneers out there who are trying to change the ways we use slides to convey information or persuade others to see things our way. And so even though PowerPo

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

nt is still very much alive and kicking, we think that bullet points as knowledge builders might be doomed: some designers at the cutting edge are trying new forms and structures.

One person whose work you should know if you don’t already is Cliff Atkinson. According to Mich

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

el McLaughlin, coauthor with Jay Conrad Levinson of Guerrilla Marketing for Consultants, “Cliff Atkinson believes he's built a better mouse trap. He wants us to dump boring, bullet-riddled slides, and he has a creative solution: he taps Hollywood-style storytelling to transfo

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

m PowerPoint presentations from endless lists of bullet points into compelling communications.”

Atkinson’s book Beyond Bullet Points shows you how to use the power of storytelling to make PowerPoint presentations effective communication tools, not just speaker notes. With A

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

kinson’s method, you not only produce presentations that are not boring, but you are also forced to think about what you are saying in a way that all audiences relate to: telling them a story.

You should also be aware of Lawrence Lessig, who has created a buzz over the last

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

ouple years with what he believes is a "minimalist" presentation design approach. It's interesting, and definitely worth getting up to speed on it if you're in the presentation business. The best example of this style that we've seen is in a keynote given by a guy named Dic

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

Hardt. You really need to watch this performance to appreciate its power as an antidote to the common business presentation. Here is just one link: http://identity20.com/media/OSCON2005/.

The problem I have with this approach is that while its followers consider it minima

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

ist because there is typically no more that one word or image on the screen at a time, virtually EVERY word in the narrative is projected, so that with a little practice, the presenter simply delivers a completely pre-written script. It is interesting to watch and definitely

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

holds your attention throughout, but rather than putting the presenter at the center of the process, the result is that 99% of the audience's attention is drawn to the screen.

The really scary thing here is that it probably will have huge appeal to NewGens and younger, who u

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

nfortunately have no idea how to relate to another human except thru the interface of some electronic device. So this is presentation as video-game / hip hop / text-message-me-from-the-end-of-the-bar. The presentation IS the screen, and the presenter gets kudos for his elec

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

ronic design skills rather than her ability to be human.

Of course, your Master of the PowerPoint Universe here has not been asleep at the switch for the past couple years, and this May 23rd will see the World Premiere of what PublicSpeakingSkills.com is offering up as a who

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

e new language of presentation design, with its own very tight grammar, all based on using minimalism to focus the audience on the presenter.

We haven't yet decided how to brand it ("Beyond Bullet Points" is already taken, and "Pointless" doesn't sound very value-added). In

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

ernally we've been referring to it as The Language of the Bar because we use vertical lines (bars) instead of bullet points to both set off paragraph levels and also presage to both the presenter and the audience how much more (if any) will follow on the screen after the last

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

reveal.

It occurred to us a while ago that whereas bullet points do work to set off one huge group of words from another huge group (the 3-line 'paragraphs' we usually see), they don't make a lot of sense when you do what you should do and never have more than a few words on

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

each line. The line itself sets off the one point from the next. So if you're using PowerPoint properly, that is, to simply key the audience where you're going and key you to what you're going to say, bullets become superfluous. Bonus: your slides look a lot cleaner withou

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

them.

Back to this new presentation language: although both Atkinson and Lessig dispense with bullet points, we believe that rather than just throwing out structure altogether, there are increases in both comprehension and retention when the presentation conforms to a set o

.

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

predictable rules - a grammar, if you will. We believe that when your grammar presages what's to come (in a haiku, for instance, you know exactly how many words are coming next), you create both heightened expectation and the comfort of knowing how much brain RAM you have t

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

reserve.

Long-term readers know we’re committed to showing the world that PowerPoint (and also Apple's Keynote, which we’ve been using lately) is NOT the problem. We don't know if this is the answer, but we know you'll really, really like what you see. See you on the 23rd

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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