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Events:

Add value to client relationships.
Provide the opportunity to meet prospective clients in a non-threatening setting.
Allow clients to introduce you to people they know.
Create c

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

onsistency and congruency.

Ensure your clients feel as though they belong to an exclusive club. An annual schedule should include three distinct types of events:

Value-Added Events
Educatio

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

nal Events

Lifestyle Events Value-Added Events

A value-added event enhances your client relationships. There are two distinct styles: the mass value-added event and the focused value-added event.

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

ome professionals present only one type; others offer a combination of both. At minimum you should host one focused value-added event a year.

Mass Value-Added Event

This type of event is planned for a large n

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

umber of attendees at a low cost per head, allowing you to reach more clients for a reasonable cost. You can offer these events to most classes of clients.

Some ideas for a mass value-added event include:

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

screening of a new release film

a summer B-B-Q in the park that includes face painting and clowns for the kids

a day at the baseball park with tickets for a hotdog and drink ticket

Focused Value-Ad

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

ded Event This type of event reminds your top clients that they belong to an exclusive group. These events are designed for a small group of your best clients, and can involve a high cost per head (though the qua

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

lity and appeal of the event itself matters more than its cost). The benefit to this approach is to have a more intimate gathering that allows meaningful interaction with each participant. This type of event would be o

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

fered to either all AAA clients or a select group of AAA clients who have been actively promoting you to people they know.

A focused value-added event could involve:

an afternoon at the race track
an e

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

xclusive annual dinner or a dinner cruise

a night at the theater a high-end wine tasting and/or guided winery tour

a tour of the local Christmas lights

Educational Events

These events offer c

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

ients additional information on and insight into topics related to your field of expertise. While for many professionals, educational events make up their entire event schedule, we recommend that no more than 40% of y

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

our events be educational. For the most part, clients rely on their professionals to "deal with the specialized side of things," so too many educational events can be counter-productive. That said, your clients and pro

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

spective clients will still appreciate educational events about topics they are interested in. To ensure the success of such events, survey your clients and prospective clients to determine what topics they would like

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

o learn more about. Appropriate material must be coupled with strong promotion. Create an interesting title for the workshop to grab attention. A catchy title and attention-grabbing subject matter will encourage your

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

clients and their guests to attend.

Finally, remember Rule #1. Never promote a "seminar." Seminars have a bad connotation. Instead use terms like "symposium" or "workshop." Perception is everything.

Lifestyle Even

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

s

Lifestyle events are the best part of an event series for many professionals and clients, because they cater to the personal interests of clients and people they know. Clients are typically more disposed to br

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

inging someone they know to a Lifestyle event. As a result, it is the best opportunity for you to be introduced to the people whom your clients recommend. Lifestyle events can be a key component of your event series.

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

However, we recommend that you consider making these types of events no more than 80% of your Event series content. And be sure to offer events that your clients are interested in. Use FORM information and/or survey y

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

ur clients to determine what types of lifestyle events will interest them. This way, you know that your event will be well-attended, and that your clients will likely bring friends or family – prospective clients – to

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

the event. Appropriate material must be coupled with great promotion. So you may want to promote a Spring Golf Tune-Up as opposed to Golf Clinic, or try a Green Thumb Gardening Workshop instead of a Gardening Workshop

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Concerned, nervous, panicky, discouraged; any of these terms could be used to describe the feelings of American manufacturing companies when considering their offshore competition. But being competitive involves a LOT more than just cutting prices, and there are actually several areas where U.S. companies can look to compete. This is the second and final article to examine these areas.

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