Dr Prashant Desai Director – Medical Affairs Janssen, Johnson & Johnson Ltd INMAS Meeting 22nd February 2014 22-Feb-2014 INMAS meeting 2 Disclaimer The opinions expressed in this presentation are solely those of the presenter and do not necessarily reflect the opinions of any specific company 22-Feb-2014 INMAS meeting Credibility a quality of being believable or trustworthy 3 22-Feb-2014 INMAS meeting 4 Credibility, like beauty, is in the eye of the beholder People decide whether and how much they trust you Snap judgments based on first impressions 22-Feb-2014 INMAS meeting 5 Credible content What you say • Is my content relevant to the audience? • Have I included relevant stories and examples? • Are there enough facts to support my case (but not too much to bore the audience)? How you say Gavin Meikle. Presentation skills – how to establish credibility with your audience. 16-Jul-2013 22-Feb-2014 INMAS meeting 6 Building credibility 6 “I’s” of credibility • • • • • • Ideation – bring something new Information – accurate and relevant Influence – preparation and confidence Integrity – be yourself Impact – memorable message Ignition – trigger an action Scott Schwertly. How to build credibility with your audience. 19-Aug-2013 22-Feb-2014 INMAS meeting 7 Credible authority Establish your area of expertise Know what you are talking about Establish facts – verbally and visually Avoid hidden agendas Do not pretend to know Be yourself Sticking to what you commit Conviction and enthusiasm EG Sebastian. How to be viewed as a credible authority on your topic – the criticality of credibility. 23-Jun-2011 22-Feb-2014 INMAS meeting 8 Broad principles General • Declaration of conflict of interest • Respecting privacy related to personal data • Support the appropriate use of medicines Accurate • Data, charts, and graphs provided should be the same as those in the original document • Comparisons, when done, should comply with the statistical significance of any difference observed in results • Quotations, when used, should be exactly reproduced and translated according to the authors’ opinion 22-Feb-2014 INMAS meeting 9 Broad principles (2) Balanced • Information shared should not be distorted and/or exaggerated • Comparisons, if shown, should not be disparaging, and stuck to the original intent of the author of the article Completed • Adequate information on a presented clinical study should be provided to determine the quality of the study and the value of its results Updated • Generally, updated or latest information should be provided unless using references for a historical perspective Reliable • Information discussing extrapolation to patients should be done cautiously because it may require confirmation with additional clinical studies 22-Feb-2014 INMAS meeting 10 Broad principles (3) Substantiated • Bibliographical references should be provided to allow the audience to verify information • High-quality papers, published in peer-reviewed journals and well accepted by the medical community, enhance the credibility • Abstracts should only be used as a reference when the entire article is not available • Abstracts referring to clinical studies older than one year should be used very cautiously • Websites may be used for substantiation as long as they provide welldocumented and controlled information • As information posted on websites changes very quickly, the date when the site was last accessed should be provided in the reference • Articles accepted for publication (and not yet published) may be used only in cases where no published article is available and always very cautiously 22-Feb-2014 INMAS meeting 11 Classification of Evidence Sources of Evidence Meta-analysis of multiple well-designed controlled studies Well-designed randomized controlled trials Well-designed non-randomized controlled trial (quasiexperiments) Observational studies with controls (retrospective studies, interrupted time-series studies, case-control studies, cohort studies with controls) Observational studies without controls (cohort studies without controls and case series) Classification 1A 1 2 3 4 22-Feb-2014 INMAS meeting 12 Establishing credibility Your credibility depends on • Personal credibility • Expertise • Audience’s judgment Establishing credibility • Trust your audience, like your audience, respect your audience • Give or show how they will benefit from your presentation • Use evidence that they find credible Christopher Witt. How to establish credibility in a speech or presentation. 19-Dec-2013 22-Feb-2014 INMAS meeting 13 Maintaining credibility Set standards Be responsive Keep in touch Christopher Witt. How to establish credibility in a speech or presentation. 19-Dec-2013 22-Feb-2014 INMAS meeting You Your content Forum – organization and audience 14 22-Feb-2014 INMAS meeting 15