A High-Stakes Communication Coach for Pharmaceutical Executives—when Billions of Dollars are at Stake

Background

The path to FDA approval for new medicines often requires a public regulatory hearing in Washington, D.C. These meetings garner global scientific and media attention, and end with a committee vote that often determines the fate of the new drug. The effectiveness of a one-hour presentation and 30-minute Q&A session can literally make or break a company.

An outstanding performance can sway the committee towards a positive vote; a poor one can lose the day, hurt the company, and damage public health by preventing a good medicine from being approved. Much hinges on how well a team of company executives and thought leaders tell their story and answer questions from the panel of scientific experts. Company leaders—trained as scientists, not orators—often need help to communicate clearly and confidently.

Approach

Over the course of seven-years, Eric guided 15 teams of pharmaceutical and medical device executives to present and answer questions at these high-stakes regulatory hearings. As a senior communication coach, he worked closely with key executives during a four- to six-month period to frame their story, focusing on both what they would say as well as how they would say it.

In a stressful, complex environment Eric also coached the executives and their teams to answer detailed scientific questions about the safety and efficacy of the drug. This required composing and delivering answers that were credible and evidence based, but also understandable to a mixed audience of diverse experts, FDA leaders, and the public. Questions were designed not just to understand the company’s data, but to expose flaws, poke holes, and in some cases, to embarrass the company.

Results

Eric helped leaders achieve important milestones, including: