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Planning To Communicate Bringing the Full Value of Pharmacometrics to the Drug Development Process Tim Sheiner Presented at PAGE Copenhagen 14 June 2007 © Pharsight Corporation All Rights Reserved PAGE 2007-A Who Am I? My name is Tim Sheiner. I am Director of User Experience for Pharsight Corporation and I am located in San Francisco, California, USA. Like you, I believe that Model Based Drug Development methods are positively transforming the world’s ability to treat disease. Unlike you, I do not contribute to this change by advancing the science of MBDD or using the methods to create new information. Rather, I contribute by developing tools to help people who understand Model Based Drug Development communicate more effectively with those who are still learning to understand it. ‘MBDD’ slide 2 PAGE 2007-A © Pharsight Corporation All Rights Reserved ‘?’ What Will I Talk About Today? Today I plan to share what I have come to understand as the 3 essential pieces that must come together to solve the challenge of communicating the value of MBDD. Accepting the Communication Job Finding a Sturdy Communication Framework Using Appropriate Tools slide 3 PAGE 2007-A © Pharsight Corporation All Rights Reserved Before We Begin, An Example for Context To create a shared context for us to talk about effective communication of scientific information, I’d like to show you a two minute segment from a brilliant presentation by Hans Rosling, professor of international health at Sweden's Karolinska Institute This presentation was recorded at the TED Conference, February, 2006. The video can be downloaded here: http://www.ted.com/tedtalks/tedtalksplayer.cfm?key=hans_rosling I will play about 2 minutes between timestamp 2:56 and 5:03 slide 4 PAGE 2007-A © Pharsight Corporation All Rights Reserved Accepting the Communication Job You cannot communicate well until you realize that communication is part of you job responsibilities, just as modeling is. What does it mean when communication is a job responsibility? ● You think explicitly about communication as a skill you need to develop ● You know that sharing information is just as important as creating it ● You believe that what matters is what others hear, not what you say Mentor You Marketing Peer You Peer Biostats Colleague Graduate School slide 5 PAGE 2007-A © Pharsight Corporation All Rights Reserved Clinical Mgmt Pharma Inc. A Sturdy Communication Framework The second piece in the solution to communicating the value of MBDD effectively is a simple and useful conceptual framework for communication. I suggest this 3 step model as both a framework for thinking about communication generally and as a structure for organizing the elements of any specific communication opportunity. Assess the Opportunity slide 6 PAGE 2007-A Formulate the Strategy © Pharsight Corporation All Rights Reserved Produce the Experience A Modular Framework Each step in the framework organizes a separate set of related components. The key to communication success is understanding each of these components in detail while at the same time being able to deliver a communication experience that integrates across them all. Assess • Audience • Problem • Venue • Message • Narrative • Evidence Opportunity slide 7 PAGE 2007-A Formulate Strategy © Pharsight Corporation All Rights Reserved Produce • Medium • Display • Language Experience Step 1: Assess the Opportunity Assessing the opportunity is mostly to do with understanding the needs and expectations of people. The challenge here is talk and think seriously about the importance of emotion and empathy in communication. And being able to think creatively about problems. Assess scientific clinical executive Audience technical tactical strategic political casual email meeting presentation Problem Venue Opportunity slide 8 PAGE 2007-A © Pharsight Corporation All Rights Reserved Step 2: Formulate the Strategy Formulating the strategy is about creative and critical thinking and the ability to look at an issue from different perspectives. Here the work is in developing a creative process, storytelling, and the understanding the interplay between personality types and their preferred communication styles. Formulate report analysis recommendation Message temporal personal conceptual Narrative data experience Evidence Strategy slide 9 PAGE 2007-A © Pharsight Corporation All Rights Reserved theory Step 3: Produce the Experience Producing the experience is a combination of crafting communication artifacts and delivering a performance. The difficulty is to manage the time required to learn theories of graphic design, visualization and presentation with that required to gain hands-on experience using state of the art tools. Produce print powerpoint animation Medium text table plot Display jargon terminology Language Experience slide 10 PAGE 2007-A © Pharsight Corporation All Rights Reserved general This Framework Should Be Familiar You already understand how to solve communication problems because, conceptually, they involves the same steps as modeling. The largest part of your communication success will come from simply recognizing that communication is a problem you need to solve. Communicating Assess the Opportunity Formulate the Strategy Produce the Experience Observational Skills Critical Thinking Skills Craft Skills Analyze the Problem Formulate the Model Fit the Model Modeling slide 11 PAGE 2007-A © Pharsight Corporation All Rights Reserved Appropriate Tools The last piece required to communicate effectively about MBDD is a practice of thinking carefully about the appropriateness of your communication tools. Appropriate = Situationally Correct Using appropriate tools, then, means thinking both broadly and specifically • You must think very broadly about what can be a communication tool • But you must think very specifically about when to use any tool I will use the following examples to discuss some characteristics of appropriate tools. Understanding “Appropriate” S-PLUS is an appropriate tool for creating an observed vs. predicted plot. Sometimes that plot is appropriate for communicating with others about your model, but often it is not. slide 12 PAGE 2007-A © Pharsight Corporation All Rights Reserved The Audience Defines What Is Appropriate Lessons from building a communication tool. We conceived DMX as a tool for displaying the model predicted response for specific locations in model space. In our initial testing, however, we discovered that for DMX’s true audience—the nonmodelers on the development team—DMX was actually serving as a enabler tool for communicating about uncertainty, a much more fundamental conceptual tool in decision making. slide 13 PAGE 2007-A © Pharsight Corporation All Rights Reserved If the Audience Does Not See It, It Does Not Exist Talking to yourself is not communicating. We tried to highlight the capacity to display uncertainty by adding a feature that showed the predicted likelihood of achieving a target response. We found that users, both modelers and non-modelers could not “see” this powerful feature. We concluded the feature was not having an impact because the context in which it was being displayed, a response view, was not appropriate. slide 14 PAGE 2007-A © Pharsight Corporation All Rights Reserved Simple Is OK Showing less can communicate more. We decided to add a new concept to DMX, a “profile” and design a new visualization that created an appropriate context for “seeing” the concept. We did not add any information to the display, we just changed the emphasis of the information. slide 15 PAGE 2007-A © Pharsight Corporation All Rights Reserved People Need Choice No one is ever comfortable with one option. Finally we thought that if a profile was actually an appropriate context for thinking about drug effect, then people would inevitably want to compare profiles. slide 16 PAGE 2007-A © Pharsight Corporation All Rights Reserved Appropriate Tools Create Connections Serendipity happens. We were immensely pleased to learn a few months ago that the FDA is also wondering if a profile is an appropriate tool for talking about drug development? slide 17 PAGE 2007-A © Pharsight Corporation All Rights Reserved Reconsidering Mr. Rosling We can deconstruct his presentation to understand why it moves us. Hans Rosling moves us because he has organized a complex layering of tools • • • • • a simple, surprising and powerful story attractive and intuitive graphics animation dynamic body language humor and pathos Performance Animation Graphics slide 18 PAGE 2007-A © Pharsight Corporation All Rights Reserved Summary To be an effective communicator you need to do three things. Accept the Communication Job Find a Sturdy Communication Framework Use Appropriate Tools It’s been an honor to address you. Thanks for your attention. slide 19 PAGE 2007-A © Pharsight Corporation All Rights Reserved