THE OLD FORMULA IS TRIED AND TRUE: GET YOUR reps informed and excited at a launch meeting, and you'll have a positive impact on the success of the drug. But too many pharma meeting planners forget that sharp PowerPoint slides and fancy dinners no longer impress sophisticated sales reps. Reps want more than a fresh presentation. They seek a new experience. They want to be wowed.
And you should wow them. It's a great way to ensure that your audience really hears what you are saying—and remembers key informaton you want them to retain. How do you do it? With memorable presentations that employ surprise, drama, intriguing themes, a focused use of entertainment to create an experience that will carry through the entire week. Your only limits are budget, time constraints, and imagination.
Create and Capture
Education in Entertainment
Remember: If you want to get people excited about your new product, you have to do more than talk about how excited you are. Your reps already know this: The bland, low-energy salesperson is quickly forgotten. A high-energy presentation at the launch meeting sends an unambiguous message to your reps: Get out there and generate that same energy on sales calls.
In the event industry, we use the term "edutainment" to express the union between education and entertainment—the two crucial elements of a great meeting. It's important to use both of those elements. Take the message that you want to impart to your team and turn it into a theatrical presentation, for example. This can include a storyline that carries a theme throughout the course of the week. It is much easier to tie together a message presented in an engaging way as opposed to presenting information in a traditional classroom setting.