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Digg It - Trade Show Videos Need to be Planned
A few months ago, we attended the recent Austech 2005 Expo. It was a large trade show that showcased over 500 manufacturers selling machines, equipment and systems.
The good news was that around 40% of the exhibitors had a
The good news was that around 40% of the exhibitors had a
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
trade show video running. It was inspiring that many exhibitors understood the power of video to quickly convey how their products work. Made us feel warm and fuzzy inside.
The bad news was that most of the videos were abs
The bad news was that most of the videos were abs
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
olutely appalling.
Why so appalling you ask? Some were bad because they had no idea of the power of production values in giving the right impression to their target market. Others had no strategy whatsoever.
You need a tr
Why so appalling you ask? Some were bad because they had no idea of the power of production values in giving the right impression to their target market. Others had no strategy whatsoever.
You need a tr
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ade show video strategy
A lot of companies believe that playing their marketing video at a trade show is all there is to it.
The main purpose of a marketing video is to sell a product or service. It talks about your point
A lot of companies believe that playing their marketing video at a trade show is all there is to it.
The main purpose of a marketing video is to sell a product or service. It talks about your point
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
of differentiation, how your product works, how it can be used and it all comes together with believable testimonials. It tells your company story in around 5-8 minutes.
This is perfectly suitable for showing your video in
This is perfectly suitable for showing your video in
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
a peaceful and comfortable area – such as an office or boardroom. Where there are usually comfy seats and even surround sound for the ultimate viewing experience.
By comparison, the trade show video has a difficult life.
By comparison, the trade show video has a difficult life.
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
It only has seconds to grab the attention of weary passers-by. It has to make itself heard against the din of the booming PA system. And it has to be interesting enough to hold people’s attention for longer than a couple of
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
seconds, so that messages get understood.
You cannot expect the traditional marketing video to be able to shine under these tough conditions. So what can you do to make your trade show video survive life in the tough stree
You cannot expect the traditional marketing video to be able to shine under these tough conditions. So what can you do to make your trade show video survive life in the tough stree
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ts of the trade show?
Say it with titles
Expos are noisy places. Do not expect that people will be able to hear or concentrate on what your narrator has to say. Replace the voiceover with clear titles that explain what
Say it with titles
Expos are noisy places. Do not expect that people will be able to hear or concentrate on what your narrator has to say. Replace the voiceover with clear titles that explain what
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
is going on. People will be tuning in at different times within the video, so ensure you have titles up at all times. Only communicate six clear messages or less.
Make it upbeat
You only have three seconds or less to grab
Make it upbeat
You only have three seconds or less to grab
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
attention. Use exciting visuals, upbeat music and appealing titles. Don’t have the same shot running for longer than 5 seconds.
Choose music wisely. One video we saw featured loud heavy metal music. Not only did it soun
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
d truly awful, but the video content was mainly made up of happy snaps of staff standing by their equipment. If that wasn’t bad enough, staff at the stand were too busy singing along to greet customers. This company would h
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ave done better by not showing their video.
Which brings me to my next point, blurry home cameras and shoddy still pictures make you look cheap. Avoid making it yourself, unless you can make it look like you didn’t. Viewer
Which brings me to my next point, blurry home cameras and shoddy still pictures make you look cheap. Avoid making it yourself, unless you can make it look like you didn’t. Viewer
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
s will be left with an impression of what type of business you are and what to expect when doing business with you by watching your video. A poor quality video will turn people away.
Keep it short
You’d be kidding yourself
Keep it short
You’d be kidding yourself
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
if you believe that someone will spend seven minutes watching your video – all while standing up.
Keep the video to a length of four minutes or less. Make the area around your television screen inviting.
At Austech, a cou
Keep the video to a length of four minutes or less. Make the area around your television screen inviting.
At Austech, a cou
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
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
ple of exhibitors had arranged little alcoves to watch their video. Comfy chairs were set out, as well as a coffee table with mints.
Do what you can to give attendees the opportunity to watch your video. For example, hidin
Do what you can to give attendees the opportunity to watch your video. For example, hidin
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
g your television screen behind your desk and continually standing in front of it reduces the ability of your video to attract passers-by.
Trade show videos are specialised promotional tools that must be adapted to their uni
Trade show videos are specialised promotional tools that must be adapted to their uni
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
que environment.
This involves re-editing your marketing video. And before you cry, ‘that sounds expensive’. Just remember that all it involves is a re-cut of your footage. As a trade show video is shorter and requires no
This involves re-editing your marketing video. And before you cry, ‘that sounds expensive’. Just remember that all it involves is a re-cut of your footage. As a trade show video is shorter and requires no
.
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
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
voiceover, the cost could be as little as 30-40% of the cost of your original marketing presentation.
Trade show success is all about getting noticed and letting people know how you can solve their problem.
Make sure your
Trade show success is all about getting noticed and letting people know how you can solve their problem.
Make sure your
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
video builds brand recognition, communicates what you do, gives you credibility and gets people wanting to talk to you. Otherwise, you’re just wasting your marketing dollars.
(c) Marie-Claire Ross 2005. All rights reserved
(c) Marie-Claire Ross 2005. All rights reserved
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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