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Think all your marketing efforts occur before the trade show? Wrong!

During the show is a grea

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

t time to extend your reach. The trick is to give visitors something at the show that is an e

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

Examples of combination products may in

perience, or an item that goes back to the office with them.

1. SPECIAL BUSINESS CARDS
Prin

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

t up a special business card for major shows. Add the show name, logo and dates along with your

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

regular information. Why? People may not remember you, but they will remember they were at th

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

Combination pro

e show.

2. PEOPLE ARE TACTILE
They like to touch things, play with them, see how they work.

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

Scale models, working models, oversized or miniatures, samples - are all wonderful items to h

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

ave in the booth. People remember fun and unusual stuff. A give-away tied to those items is n

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

ce but not necessary.

3. WHAT WILL YOU DO FOR ME?
People come to shows not to see what you

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

have done, but what you can do for them in the next year or month or week. Know where your co

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

pany fits into your industry’s trends and be able to use that as a talking point.

4. REPEAT. R

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

Following aspects would a

EPEAT. REPEAT
Use the name of your company several times in the conversation. Why? There i

dd to the challenges in developing combination products:

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

noise and visual pollution plus just lots of stuff to overwhelm visitors. Even though they are

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

in your exhibit with your company name everywhere, your name badge is on your shirt and you

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

re yakking away about your business, chances are - they will not remember your company name.

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

5. AVOID HERDS
Avoid the herd mentality. Sure, you want to be with associates and buddie

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

Professional from academic institutions, pharmaceutical industries, health care indust

, but you are there for your company. Is it true - The more people your company touches, the

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

better the chances for you to sell during a trade show? Probably not at the show. Chances are 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

u are better off laying the groundwork for a sale to occur after the show.

Trade shows require

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

Companies that provide selfless information through particip

marketing common sense that goes a long way to sales after the show.

========================

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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