Tailor messages to needs, in stead of a one-size-fits-all presentation
According to research by EPG Media, more than 50% of HCPs currently say sales reps bring little to no value. We should help sales reps to tailor their key messages and content to the individual needs and preferences of the physician. That way, marketers can add more value and be more influential – at the same time.
The problem of a linear presentation
Different doctors will have different questions, different interests and are on a different stage in the brand adoption. A linear structure of a presentation dictates a linear storyline, which in general prevents a real dialogue. ShamanGo offers the meeting canvas, a multi-direction canvas to structure your content in a main storyline with potential drill-down.
The Shaman Meeting Canvas was developed to create better structured conversations and enable sales reps to feel free to ask questions and navigate quickly through different storylines, instead of have the linear order dictate the meeting flow. In short, the Meeting Canvas allows you to arrange you slides based on a horizontal and vertical orientation, and additionally group slides on one position (multi-states). Next, you can add links to jump quickly between slides. Let's explore the creation of the meeting canvas in 3 steps:
1. Design your main storyline
To start, think about the desired mindset, the preferred outcome of the meeting. What should the HCP ideally think about your brand? Then, as a next step imagine the current mindset of the HCP. What storyline do you see to get from current to desired mindset and what steps - chapters as we call them- do you need to address and get commitment on?
A common and widely used pitch flow is SCQA, defined by Barbara Minto. This abbreviation stands for: Situation, Complication, Question, and Answer. Another pitch flow that is used often is: Problem (or: Unmet need), Solution, How it works, and Results, Benefits.
Let's assume you have created a main storyline with the following chapters:
2. Add relevant content per chapter to drill-down
Next step is to structure your content by dragging it to the right chapter. Let's assume the same example:
3. Group slides that belong together
As a next step you can group or stack slides that belong together. Please read this article for more information.
4. A presentation that supports dialogue and interaction
That's all for structuring content. As a next step you will add links to make navigation even simpler.
The meeting canvas enables a more ‘question-answer’ style meeting. You can decide per slide to drill-down deeper (when questions) or continue to the next chapter (when commitment)
If you want to learn more about the Shaman Meeting Canvas, please download this PDF.