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Just Other Articles - Creating Event Magic through Planned Video Production
Once upon a time, there was a young, stressed out corporate events planner called Tanya. She was organising a large-scale event for her firm’s biggest client.
In the midst of organising the guest list, Tanya's boss told her that the client had requested some video footage be edited
In the midst of organising the guest list, Tanya's boss told her that the client had requested some video footage be edited
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
together to open the event. It had to be done in a hurry.
Tanya asked her boss, “What do they want the video to tell their audience?”
“Oh, they don’t have any messages”, said her slightly panic stricken manager, “they just want to show footage that was taken years ago that seems re
Tanya asked her boss, “What do they want the video to tell their audience?”
“Oh, they don’t have any messages”, said her slightly panic stricken manager, “they just want to show footage that was taken years ago that seems re
; 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
evant for their new launch”.
Tanya knew nothing about video production. She didn’t even have the time to find out. After quickly talking to a few production houses, she chose one that was close by that had quoted a cheap price.
The production house was able to quickly edit the foota
Tanya knew nothing about video production. She didn’t even have the time to find out. After quickly talking to a few production houses, she chose one that was close by that had quoted a cheap price.
The production house was able to quickly edit the foota
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
e together in one day. They did what she said, but deep down she knew she really had no idea what she wanted or why the video was being made.
The video opener was used to kick start the event. Tanya noticed that nobody seemed enthralled by the vision and that some people started talk
The video opener was used to kick start the event. Tanya noticed that nobody seemed enthralled by the vision and that some people started talk
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ng half way through. Luckily, the client and her boss seemed happy with the result.
A couple of months later, Tanya was out at a networking function. She met another corporate event planner who told her how well video had been used at their events. Tanya was amazed and asked what th
A couple of months later, Tanya was out at a networking function. She met another corporate event planner who told her how well video had been used at their events. Tanya was amazed and asked what th
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
y were doing.
“The most important thing we do is spend the time working out what the video has to do”, said the vibrant woman. “Then, we make sure that it ties in to our theme and our communication objectives. If you just edit together a collage of pretty pictures, all you’re doing i
“The most important thing we do is spend the time working out what the video has to do”, said the vibrant woman. “Then, we make sure that it ties in to our theme and our communication objectives. If you just edit together a collage of pretty pictures, all you’re doing i
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
creating a meaningless video that doesn’t connect with people. People get bored because there is no clear message”.
‘Next time’, she advised, ”spend the time working out what the video needs to do, before getting anything made. Work out the objectives with your client and refuse to
‘Next time’, she advised, ”spend the time working out what the video needs to do, before getting anything made. Work out the objectives with your client and refuse to
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
ust make anything just for the sake of it. Otherwise, all you’ll do is waste their money”.
There are lots of event planners and PR account managers like Tanya who are put into this situation.
Tight deadlines, lack of clear client direction, little knowledge of how video can be us
There are lots of event planners and PR account managers like Tanya who are put into this situation.
Tight deadlines, lack of clear client direction, little knowledge of how video can be us
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
d and minimal budget all compound to make it really difficult to create a video that pulls people in.
The secret is skilled strategic planning. All this requires is spending some time working out the objectives.
First of all, what is the event all about? Is it a company celebration
The secret is skilled strategic planning. All this requires is spending some time working out the objectives.
First of all, what is the event all about? Is it a company celebration
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
r an awards night? Is it a product roll-out or a publicity event? What problem does the video need to solve? These days, the need for return on investment is imperative. By having some defined goals, you will have metrics to measure the success of your video.
Second, describe the
Second, describe the
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
udience. Does it include sceptical buyers or excited employees? How likely are they to take home your message?
And last of all, what are the main communication messages? Do you want your audience to learn about the success of others? Or do you need them to be sympathetic to your me
And last of all, what are the main communication messages? Do you want your audience to learn about the success of others? Or do you need them to be sympathetic to your me
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
ssages?
When you have important messages that need to cut through, you need to get out the big guns.
The Use of Emotion
Want to get a message across that won’t be forgotten? Then, remember this formula. E+I=C. Emotion plus Information equals Communication.
Using the right
When you have important messages that need to cut through, you need to get out the big guns.
The Use of Emotion
Want to get a message across that won’t be forgotten? Then, remember this formula. E+I=C. Emotion plus Information equals Communication.
Using the right
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
lend of emotion and information is a powerful way to get people to listen to what you have to say. And want to hear more.
If you really want to captivate a large group with a message, you have to grab them with emotion. Otherwise, you’ll have a bored and noisy bunch who will turn to
If you really want to captivate a large group with a message, you have to grab them with emotion. Otherwise, you’ll have a bored and noisy bunch who will turn to
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
he alcohol for entertainment far too early in the night.
For special events, create a video that has an emotional angle to the set mood and tone. Use video to inspire, motivate or excite.
Communicate with Stories
Story telling is a powerful way to pull people in and listen to
For special events, create a video that has an emotional angle to the set mood and tone. Use video to inspire, motivate or excite.
Communicate with Stories
Story telling is a powerful way to pull people in and listen to
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
what you have to say. Let’s face it; we all know how relaxing it is to chill out at the movies or in front of the television to watch stories about other people.
There are many ways to tell your story in a corporate environment. Show re-enactments, use historical footage and photos,
There are many ways to tell your story in a corporate environment. Show re-enactments, use historical footage and photos,
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
nterview people and use engaging case studies. Make use of video testimonials.
The Gift of Music
Music has a way of touching the soul like no other type of communication. Used properly it can make people laugh, cry and feel inspired.
Used badly and it will turn people away.
The Gift of Music
Music has a way of touching the soul like no other type of communication. Used properly it can make people laugh, cry and feel inspired.
Used badly and it will turn people away.
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
At an awards night I once attended, a motivational video was displayed that featured greyhound racing highlights throughout the year.
It pulled out all the tricks in the book - action shots, over-animated titles, emotional winners and screamingly bad 80’s guitar music. The type that i
It pulled out all the tricks in the book - action shots, over-animated titles, emotional winners and screamingly bad 80’s guitar music. The type that i
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
stantly made you think of bad hair, leery jumpsuits and ridiculous make-up. The result was an audience who stopped watching and spent the rest of the night complaining about it.
The only other caution with music is that everyone wants to use commercial tracks. This music requires exp
The only other caution with music is that everyone wants to use commercial tracks. This music requires exp
.
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
nsive licensing fees and permission from the artist. Royalty free or production music are often the best choices. A good producer will be able to choose the right music for your production.
So if you are an over-worked Tanya type, who needs to produce a video in a hurry, just remembe
So if you are an over-worked Tanya type, who needs to produce a video in a hurry, just remembe
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
that you are wasting your time and money, if it has no specific message. Spending a couple of extra hours working out what the video needs to do will create an enjoyable and successful event that people will remember for years to come.
(c) Marie-Claire Ross 2005. All rights reserved
(c) Marie-Claire Ross 2005. All rights reserved
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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