Needle in a haystack
The audience will be drinking data from a firehose. The savvy presenter recognizes this peril as an opportunity.
To capture attention—do something that stands out from the environment. The opposite of getting attention is camouflage. Being attention-getting is not a quality; it is a contrast.
Trying too hard
Lots of people will be trying to stand out, and they’ll make the mistake of telling jokes, displaying cartoons on the screen, or trying to connect with the audience by telling stories about themselves.
Don’t do it. The audience is content driven, results oriented, and time pressed. They have limited space in short term memory. Eliminate all extraneous information.
Not setting the scene
In an effort to get to the point, many speakers will forget to remind the audience of the back story—the space in which their molecule competes, and what the unmet medical needs are.
Your drug is the hero of a story. It is stepping onto a stage to overcome important obstacles and bring health to sick people. Set the scene so your drug looks like it has an important job to do.
Offending the experts
Analysts and other savvy investors may curl their toes in agony if you spend too much time on the big picture.
Set the scene quickly, then summarize in a fair and balanced way the achievements of your compound before you walk them through the data.
Using the word, “Robust”
The term “robust” has become a meaningless buzzword, especially in a scientific context. Be the first presenter to dispense with using it.
Instead, make a statement that is meaningful, such as, “The data are promising,” or, “The data suggest…”
Going down rabbit holes
If you leave information on your slides that you don’t plan to talk about, you are inviting savvy listeners to drag you down into the weeds, which will choke your message with irrelevancies.
Unless there is an ethical reason that the audience needs to know it, keep it off the slide if it does not support your argument.
Not making an argument
There are some presenters who believe their job is to deliver information. This approach leaves too much room for the audience to draw their own conclusions.
A good scientific presenter should make an argument for the quality of the study, the validity of the data, and the implications of his conclusions.
Blowing Q&A
It’s easier to make a slick presentation than it is to handle a room full of skeptical and insightful questions.
Brainstorm with colleagues to come up with all possible lines of inquiry, and practice responding to the most penetrating and damaging assaults.
Lack of conviction
Finally, your delivery stands guard over the material. Great data poorly delivered at a high stakes venue is a huge waste of resources.
Rehearse, and where you falter, alter.