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The question is - Our new marketing manager just spent $65,000 for a new trade show exhibit. She loves it, but it doesn't seem to draw people in. Are there lessons here for u

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?

There are different scenarios but the main problem is - there is a new Marketing Manager. New broom sweeps clean. Wants to start all over. It does not work. What went wro

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

Examples of combination products may in

ng?" T here are five basic concepts to understand before changing exhibit designs.

1) DO THE MARKETING PLAN BEFORE DESIGNING THE BOOTH….

Remember - Form Follows Function. S

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

ometimes new managers come with great ideas, sometimes more time would have allowed a better integration of exhibit form with marketing message. Do a marketing plan for Each

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

Show.

WHY? Because each show will draw different attendees with different expectations and you need to focus on the attendee, not your ego. All marketing messages must be in

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

Combination pro

egrated, so a new exhibit with an old message - or vice versa - is jarring to your audience.

2) NEVER DESIGN ANYTHING IN A VACUUM….

Let the folks who are going to work the boot

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

h have input. Experience on the floor is invaluable when upgrading or designing a new exhibit.

WHY? They know the problems with lack of storage space, lost keys, theft, crow

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

ded demo areas, poor lighting, off-message graphics, difficult set-up, and shipping disasters.

3) IT'S TOUGH TO BE A MISSIONARY….

Way-out designs may scare away prospects bec

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

ause you do not look like "their" type of company. Sure it’s fun to explode on the floor with something really fantastic, but unless the exhibit matches the image the attende

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

e has of the company, unless it is on-message, then some potential clients will shy away.

WHY? There is a psychology to the trade show and attendees – whether first time or

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

xperienced – come with desires of comfort. Trade shows are quick, intense and sometimes overwhelming in assaults on the senses. Attendees do not want to spend time and the ps

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

Following aspects would a

ychic energy to figure out strange exhibits.

4) DO NOT USE AN EXHIBIT WITH A POOR FLOOR PLAN….

Have you ever been to an exhibit where entering was part of the mystery? Or w

dd to the challenges in developing combination products:

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

here to go next, or the demo stations are in a secret place, or you just can’t find people to answer your questions? Never design an exhibit that is a maze or barrier to peop

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

le.

WHY? Most people will not take time to figure out something new. They want the option to get in, get out or linger at their leisure. Note – the demo and conference areas r

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

equire privacy. The most important aspect of a good exhibit is Good Signage. Clear. Easy to read and multi-lingual when to your advantage. Especially important in today's nec

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

ssity for ADA and diversity awareness.

5) MAYBE IT'S NOT THE NEW DESIGN….

There are many reasons a new exhibit does not live up to dreams. One of the most obvious, yet overlo

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

Professional from academic institutions, pharmaceutical industries, health care indust

oked, is the staff. Do you send the same folks? Are they tired, resentful, bored, boring? Enthusiasm - before and during the show - can overcome many design flaws.

WHY? You

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

must view each show as a new show and that requires a new outlook each time. The fresher and better selected the staff, the better the message. The Center for Exhibition Indu

.

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

stry Research – www.CEIR.org – estimates that 85% of the reason for a sale is the staff in the booth. An exhibit only draws people to your space. It’s the staff that makes or

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

Companies that provide selfless information through particip

breaks the introduction, discussion, follow-up and sale.

Spiff up your whole presentation with training before each show to help you make better design and staffing decisions

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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