Maximum impact from speakers bureau programs can be achieved if one knows how to deliver excellent content that supports and enhances the marketing message and can flawlessly execute these programs. The best content in the world won’t have impact if attendees can’t find the meeting room because of poor directions. What follows is a practical checklist of insights, suggestions, ideas, and advice to ensure that large scale speakers programs are a 100% success, whether a company has selected “preferred vendors” or is charged with finding the perfect part ner to execute these very important programs. Developing a Checklist Resources: Speakersbureau vendors must have sufficient resources and systems in place to pro vide all standard speakersbureau services. But what about innovative enhancements? In today’s competitive environment, one size does not fit all as far as meeting formats go. Pharmaceutical sponsors should work with a company that has demonstrated creativity and experience across every type of meeting format. Capacity: Make sure that the selected partner not only has the staff to handle large volume programs, but also has the operational and financial resources to ramp up quickly to add a large number of pro grams or staff and equipment in a short period of time. Without this flexibility, the selected partner company may be slow to start up, unable to pay physician honoraria and expenses in a timely way, or to handle the volume in the middle of the program. Technology: Most companies employ sophisticated database technology and Webbased systems in support of speakers bureau and related programs. But, it’s important to make sure that these systems are continuously challenged and improved upon. Ask up front how often a company’s technology is updated and refined, and how this technology can help by providing realtime reports through a client extranet site. People: Choosing the right program coordinator is a key factor. Make sure that the selected partner places equal emphasis on the human and automat ed components of the process. The program coor dinator is the single most important person in mak ing sure that everything runs smoothly and on schedule and that everyone is informed in a timely manner. Keep in mind that the coordinator inter faces with key physician customers and sales rep resentatives. Make sure this person is who you want representing your company. Enhancing the Components Faculty Recruitment: Spend the time and money up front to profile the speakers so valuable resources aren’t wasted training those who don’t speak to the needs of your company’s audience. Once the right speakers are found, it is important to track and drive the activities of this group and ensure that the field is using them. Content Development: Make certain that the scientif ic staff working with the faculty on content develop ment has a credible reputation and can speak to the science as well as the faculty can. This is crucial in designing slides that will present data in a compelling and meaningful way to the audience. It also doesn’t The Nuts & Bolts of Great SpeakersBureau Programs Pam Brick Senior VP, Associate Director TECHNOLOGY AND PROGRAM DESIGN PHASE FIVE COMMUNICATIONS, New York, a division of Grey Healthcare Group, is a fullservice medical communications company offering development and implementation of strategic medicaleducation programs to the healthcare industry since 1987. For more information, call 2128863200 or visit phase five.com. What Every Great Program Coordinator Needs to Know 1. Scheduling Evening programs work best, but never on Wednesday nights. 2. Recruitment The keys to good attendance are: . Getting doctors to save the date . Picking a good meeting site . Reminding everyone as the date gets closer Make sure all territory reps know what’s going on so they can promote the meeting. 3. Timing Make sure events start and stop on time by assigning someone to manage this key element. 4. Venue Choose the right size location. Don’t make the mistake of having too large a group in a small room, or having a small group be overwhelmed by massive conference space. 5. Sound If the speaker cannot be heard clearly by every one in the meeting, the program is doomed before it starts. If your venue does not have a quality sound system (quality microphone, qual ity amplifier, and quality speakers) buy, rent, or borrow. The quickest way to sabotage a meet ing is by overlooking the need for superb sound. 6. Lights Attendees get antsy if they cannot see what is happening. Make certain that the speaker is fully lit so the audience can see facial expressions and gestures. 7. Atmosphere The appropriate ambience sets the mood and tone for the meeting. Attention spans will easily evaporate in a hot stuffy room. There fore, make every effort to keep the room at a comfortable temperature adjusted to the size of the crowd. 8. Seating To every great meeting there is a sense of order. 9. Introduction

Download PDF