Case Study: Improving “The Market” Slide in a Medical Presentation

June 9, 2014
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Tutorial: Improving a slide in a medical presentation

This is how we structured and designed the market slide in a presentation (field of multiple sclerosis).

You can implement most of these principles in your own presentations.

Tutorial: Improving a slide in a medical presentation

This is how we structured and designed the market slide in a presentation (field of multiple sclerosis).

You can implement most of these principles in your own presentations.

Critique of the existing market slide

There are a few drawbacks to the existing market slide:

  • There is no evident structure – One of the most important things is to offer the audience a sense of structure. You need to guide the audience in a structured manner to the information you feel in important. This is the basis of good communication. In addition, the audience needs to know what the slide is about rather quickly.
  • Title is too long and fonts are too small. Slide titles should be dominant and immediately noticeable.
  • Too much information – If possible, limit the information on the slide to one and no more than three points.
  • Too many colors – reduce the number of color you use to two or three.

Read more about perfecting a slide’s title here.

Read about the use of colors in marketing communication materials.

In addition:

  • 1:1000 is a difficult figure to relate to and could seem insignificant. The total number of patients would be easier to comprehend. 
  • Focus on large markets. With all due respect to Swedes, the growing prevalence in Sweden is not motivating to most investors.
  • Ranges are difficult to grasp. Better to show a single number such as the average or the median. Backup materials should include all researched data and their sources, of course.
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Our approach

Understanding the main messages

We took the time to distinguish between points which were more and less important. The main points were that MS:

  1. Is a highly prevalent neurological disease
  2. Affects mostly women
  3. Debilitates young adults
  4. Is highly genetic

The process

  • To prevent information overflow, we split the data into two slides.  The first one, market size, will show a large picture that represents the patient population:Before and after the market slide in a medical presentation(young, female, disabled, Caucasian). Market size will appear on the slide. the second, of demographics, Create a set of icons for the 3 main characteristics (young, female, genetic). Show data for each.
  • We wrote content in language that is more tangible. We created meaningful short sentences and added numbers that can easily relate to.
  • Relevant backgrounds –  We prepared two color backgrounds that reflected the field of neurology.
  • Images that work – We found an appropriate image of the target demographic and designed the fitting icons.
  •  After completion, we pieced it all together for the final result.