Description

This title was first published in 2003. Presenting information is a vital part of the job of both the medical director and other senior executives in the pharmaceutical industry, and yet the majority receive no training for this. Presentations have to be made internally to colleagues, clinical staff, marketing and product managers and medical sales representatives; and externally to professional medical specialists and NHS staff, the media and the general public. Anyone who manages or communicates adverse news needs to do so quickly and effectively, and be prepared to face difficult questions under media scrutiny. In this book, John Lidstone, an author acknowledged by the industry as an expert in marketing and presentation skills, provides readers with the tools and skills to make their presentations and media dealings a success. The book is divided into two parts. Part One, Preparing and Delivering Formal Presentations, provides extensive practical guidance on the techniques of effective presenting: establishing objectives and preparing the presentation, delivering the opening, core and conclusion, using visual aids and dealing with questions. It also includes a chapter on the skills required for video conferencing. The second part, Handling the Media, contains invaluable insight and instruction for a pharmaceutical executive facing any element of the media. It draws on the author's extraordinary experience and provides examples and advice with direct relevance to the pharmaceutical industry throughout, making this the only specialist book available on the subject.