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The Consumer Electronics Show (CES) in Las Vegas in early January 2006 was a blow-out four-day trade show attracting some 150,000 guests and 2,500 exhibitors. The trade show floor was 28 football field’

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

s worth of space and exhibits spanned 1.6 billion square feet of convention space. This dynamic trade show gave us a peek into the future of a plug and play lifestyle where we can work, play, and keep

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

Examples of combination products may in

n touch when we want, where we want.

“The incredible momentum around these new products and services shows that the digital lifestyle has truly gone mainstream this year,” Microsoft chairman Bill Gates

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

said in his opening keynote address. “Now it’s time to bring together the devices, software, and services in people’s lives and take all these experiences to the next level.”

To introduce the latest te

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

hnologies, the most effective trade show displays combined drama, creativity and design to broadcast their message and pound home their brand awareness. On the other hand, there were trade show exhibit

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

Combination pro

that lacked creativity and pizzazz and went virtually unnoticed by the milling show floor throng.

Clients who want their trade show appearance to make a dramatic impact often ask about the traits of a

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

trade show booth that hits it big on all cylinders. They want to know what the innovative trade show leaders do differently and how they can also stand out against the competition.

Event Marketer cove

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

red the CES show and ranked the trade show booths as to their appeal. Just a few of their favorites were AOL, Dolby and Daewoo. Here are a few pointers that resulted from why they picked these trade sh

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

w exhibits:

1. Have your trade show booth provide a valuable service to attendees

AOL scored big when they offered their high speed Internet service free to all weary trade show goers. Attendee

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

found a comfortable place to relax, check their email, and surf the web. While this was going on, AOL got to showcase their company’s services such as music on demand, Mobile, AIM, and City Guide. T

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

is was a win-win situation that helped trade show attendees check in with their offices in real time while appreciating AOL as their host.

2. Find a location that stands apart from the crowd AO

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

Following aspects would a

was inside the concierge tent and therefore got lots of exposure and foot traffic. They commanded a corner in the concierge tent which was located in the parking lot outside the main hall. Their en

dd to the challenges in developing combination products:

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

ry had a 20-screen TV wall showing brand logos and concert videos. There were 20 laptops for guests to use and six were mounted on mechanical arms, which could be reached by attendees relaxing in comfor

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

able chairs.

3. Find creative ways to be “in the moment”. AOL corporate executives off site were able to view the inside of their trade show booth as a web camera filmed the action inside their

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

booth at the show in real time. They could critique booth activity in real time and coach exhibit personnel on traffic flow, visitor reactions and fresh ideas for engaging prospects.

4. Use e

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

e-catching designs, shapes and tension fabrics. Daewoo used a large wall constructed of 17 LCD screens with 36 fabric screens with rear-projected graphics as its focal point. Huge fin-shaped tension fa

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

Professional from academic institutions, pharmaceutical industries, health care indust

ric structures with custom lighting lined TV display stands at the sides of the exhibit. They used a logo laden two-sided tower perched on top of the info desk at the entrance with 10 LCD screens built

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

into the pillar. Visitors were fascinated by the compelling visual drama.

5. Create a space for attendees to try out your products. Dolby had a gaming zone that allowed guests to try out their

.

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

ew Xbox 360 racing game, Burnout. The Xbox’s Dolby Digital sound was like a beckon that cast a spell on visitors alluring them to the trade show booth.

Remember that by incorporating movement, color, l

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

Companies that provide selfless information through particip

ghts and action in your trade show booth you get to showcase new technology while entertaining and mesmerizing your guests. Techniques such as these can make for an unforgettable trade show experience

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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