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.

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.