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The fight for your customer’s attention at a tradeshow has never been so intense. Budget cutbacks in the travel sector means that buyers spend less time than ever at

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

shows. To make the most of their time, they pre-plan their agendas and do their best to stick to them. The rules of the game are forever changed.

Since so many b

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

Examples of combination products may in

uyers are on a tight schedule – frequently, they’re only at the show for a day – they’re no longer there to window shop or go bargain hunting. The good news is that

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

they’re there to “buy” – the bad news is that if you’re not on their A-list, you may not get the chance to pitch them. But a well-designed tradeshow booth can chang

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

e their minds – with the right presentation, you can make sure they “see” you, whether they planned to or not.

Think Outside the Booth

When designing your booth it

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

Combination pro

s important to think about the impression you make from a distance. Focus on distance viewing first, keeping in mind that at an actual tradeshow, there will lots of

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

distractions between your potential customer and your display. Make sure your lettering is big enough to read from a distance and place it the upper half of your d

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

splay that people standing in front of the booth won’t block it! Pay special attention to lighting and color as these two features contribute significantly to the o

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

verall image you convey.

What’s Your Sign?

Nothing is more important than your signage and there are several key elements you should to incorporate it into your de

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

ign. First, your sign's lettering must be distinguishable from its surroundings. Make sure your text is large enough to be read from a distance and place it over a

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

plain background – a textured background can add interest, but it interferes with readability. It’s not a good tradeoff.

If space is an issue and you don’t have ro

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

Following aspects would a

om for lettering as large as you'd like, use light-colored letters against a dark background. The contrast will make the lettering appear larger and viewers will fin

dd to the challenges in developing combination products:

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

it easier to read. Adding a border helps focus attention and helps the viewer read it faster.

Use an accent color to present the information you want your custome

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

r to retain. Studies show that the use of a second color for key words increases the reader’s retention of that information by a whopping 78%. That’s a huge advant

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

ge in your fight to catch the buyer’s eye.

What’s your story?

Storyboards have always been an effective tool for conveying the most information in the least amount

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

of time. The tradeshow version of this depicts 10 to 15 photographs of people using your product or service. This is an incredibly powerful way of conveying your m

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

Professional from academic institutions, pharmaceutical industries, health care indust

ssage, even if your booth is unattended. The photos give your product a credibility that mere words wouldn’t and ideally, will prompt anyone looking at them to seek

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

out a salesperson to find out more. When selecting the photos to use, be cognizant of the message you want to convey and choose wisely - the average viewing time o

.

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

the entire wall will be around two minutes.

As with anything, a little preparation goes a long way, and this is especially true when it comes to trade shows. But

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

Companies that provide selfless information through particip

a little “sleight of hand” never hurts either. Take advantage of the tricks of the trade to convey your message, and you’ll be well on your way to a stand out 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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Okay, so your worst nightmare just came true. Your business was destroyed by forces beyond your control – by the forces of nature, a freak accident, a crime or maybe even a terrorist attack. Now what? Is your life over? Can you ever recover from this?

Simple tips to help you decide if and what kind of craft business is right for you.

Marketing is about making plans - the what and the how - the objectives and the strategies to completing that circle. Marketing is about seeing yourself as the problem solver and appreciating the customer's perspective. Marketing is about service and customer relationships and understanding your role as the enlightened marketer.

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Digg It - Tricks of the Trade: Design your Booth for Maximum Impact

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