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E-Folder - Guidelines for Writing Successful Business Video Presentations
Guidelines for Writing Successful Business Video Presentations
- Preproduction and Video Treatment Development
Successful presentations directly create a bridge between your client's purpose and the audience's motivation. As writers and producers, we sear
Successful presentations directly create a bridge between your client's purpose and the audience's motivation. As writers and producers, we sear
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
ch for ideas to help us make that match. We find those ideas—by asking the right questions.
Communications and training presentations support a problem-solving process initiated by our clients. Our challenge is to relate our client's goal to the needs and
Communications and training presentations support a problem-solving process initiated by our clients. Our challenge is to relate our client's goal to the needs and
; 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
esires of the audience. While our clients focus on how the goal benefits the organization, our focus is how it benefits the audience. There must always be a benefit for the audience.
Audience expectations
What does an audience want from a corporate or edu
Audience expectations
What does an audience want from a corporate or edu
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ational video presentation? Learning theory tells us:
·People learn what they need and want to know right now.
·They are most interested in information and skills that give them greater control over their life experience.
·They see themselves as experts
·People learn what they need and want to know right now.
·They are most interested in information and skills that give them greater control over their life experience.
·They see themselves as experts
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
n their own lives and want to be treated as such.
Responding to audience expectations
As video professionals, we need to support these needs and desires, build on them and never diminish them. We satisfy the audience's needs in the following ways:
·The p
As video professionals, we need to support these needs and desires, build on them and never diminish them. We satisfy the audience's needs in the following ways:
·The p
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
resentation neither over nor underwhelms by presenting too much or too little information.
·The information is immediately usable.
·The pacing allows the audience to feel they have control over the experience by going neither too fast nor too slow.
·The
·The information is immediately usable.
·The pacing allows the audience to feel they have control over the experience by going neither too fast nor too slow.
·The
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
ormat or creative treatment engages their imagination in ways that allow them to identify with the problem presented and see themselves taking control and succeeding at the solution.
The video environment provides an opportunity for the audience to reevalu
The video environment provides an opportunity for the audience to reevalu
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
te and adjust their viewpoint, and try out new behaviors. They rehearse new behaviors and skills in their mind's eye. By the end of the presentation, they decide whether change is worth the risk.
Waiting for answers
Screenwriter Syd Field says, "Writing i
Waiting for answers
Screenwriter Syd Field says, "Writing i
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
the process of asking the right questions then waiting for the answers." This also is an excellent description of the preproduction process. During its early stages, we focus on left brain, logical analysis concerning our client's goal and the audience's m
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
otivation. In the later stages, we begin the right brain work of trying out various treatment ideas—ways we can use the medium to convey our message. The essential questions are:
·What creative vehicle will work best? Do we need drama, parody, comedy, docu
·What creative vehicle will work best? Do we need drama, parody, comedy, docu
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
entary, an interview or panel discussion?
·What's the right answer, how can we determine that answer—and then be sure of our professional recommendation?
Visualization and the creative concept
We now look for answers. It's time to visualize. Go to your i
Visualization and the creative concept
We now look for answers. It's time to visualize. Go to your i
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
agination and become a member of the audience. Block out the censors and critics, and delight yourself with images, sounds and music.
·What do you want to see, hear and feel?
·What interests you?
·What would move you from complacency and comfort to riski
·What do you want to see, hear and feel?
·What interests you?
·What would move you from complacency and comfort to riski
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
g something new?
Allow time for images and ideas to come to you. Never reject an idea. And don't miss those bits and pieces of ideas that present themselves as vague, ill-formed, or too avant-garde. Welcome them. Let them grow and identify themselves.
Ree
Allow time for images and ideas to come to you. Never reject an idea. And don't miss those bits and pieces of ideas that present themselves as vague, ill-formed, or too avant-garde. Welcome them. Let them grow and identify themselves.
Ree
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
xamine your ideas in light of your client's goal, the audience's motivation, the budget and resources). Look for the best fit and select your creative concept.
Structure
Now you have one more consideration—structure. Surprisingly, our audiences don't care
Structure
Now you have one more consideration—structure. Surprisingly, our audiences don't care
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
as much about creative concept as they do about structure. Their perceptions are carefully developed by commercial television and Hollywood films.
Their first perception concerns "seat time." Seat time refers to the amount of time the audience is willing t
Their first perception concerns "seat time." Seat time refers to the amount of time the audience is willing 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
sit before taking a break. They are conditioned by commercial television to 10-minute (or less) segments separated by commercial breaks.
The second perception concerns storytelling. Hollywood films (and other forms of storytelling) influence audiences to
The second perception concerns storytelling. Hollywood films (and other forms of storytelling) influence audiences to
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
xpect a journey. They hope for a structure built on a series of twists and turns that leads to a new awareness where significant problems are resolved. This doesn't mean structure depends on character-based stories. It does mean we need to structure even a
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
straightforward presentation of information according to the principles of good storytelling. Information is always meted out in ways that build, pique, and then satisfy our audience's interest.
The treatment
Finally, it's time to write the video treatmen
The treatment
Finally, it's time to write the video treatmen
.
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
. This includes your goal and audience analysis, and the structured creative concept.
Every successful treatment solution is unique. It results from the time, thought and care you put into asking the right questions then waiting, searching, and being avail
Every successful treatment solution is unique. It results from the time, thought and care you put into asking the right questions then waiting, searching, and being avail
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
ble to the right answers. It begins with a solid relationship with your client and ends with a solid relationship with your audience.
The treatment now is your vehicle for communicating with the client and the guide for developing a successful presentation
The treatment now is your vehicle for communicating with the client and the guide for developing a successful presentation
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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