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There’s no job description that says “Stand in the booth and hand out brochures”, so it’s important that for each show each staff member recei

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

ves training. Just because you can sell well doesn’t mean you can sell well in this unique marketing environment.

How? Get everybody in a roo

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

Examples of combination products may in

and lecture to them. Wrong! Whether using a professional trainer or doing it yourself, here are FIVE TIPS to develop better booth staff:

The

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

e’s no job description that says “Stand in the booth and hand out brochures”, so it’s important that for each show each staff member receives

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

raining. Just because you can sell well doesn’t mean you can sell well in this unique marketing environment.

How? Get everybody in a room and

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

Combination pro

lecture to them. Wrong! Whether using a professional trainer or doing it yourself, here are FIVE TIPS to develop better booth staff:

1. VISIT

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

SHOWS ...

You want to find a Practice Show. Don't have a trade show? Sure you do - shows are everywhere. Try a local home-and-garden show, ca

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

show, boat show or call the CVB and ask if there's a show you can visit. Go as a group or individually but have a check list. Watch behavior.

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

Look for the signs of why, and why not, you would talk with any particular person in the booth. Ignore the display. Be conscious of clothes, m

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

nnerisms, odors, demonstration, presentation and grammar. Did you get a business card? Was the person selling you or listening to you? Compare

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

notes on a Wednesday.

2. ANONYMOUSLY CRITIQUE EACH OTHER ...

>From the visit to the practice show - did your staff person come back with inf

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

Following aspects would a

ormation that was needed? There are only two reasons people go to shows - to find information and to make decisions. Most go to gather informa

dd to the challenges in developing combination products:

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

ion, but a stack of brochures or business cards is not information.

3. SUCCESS AND ROCKS ROLL FROM THE TOP ...

CEOs attend a show to meet cl

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

ents and support their sales staff. Visibility and accessibility of top management at a show provides credibility and modeling for the on-floo

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

staff. If managers don't want to be involved, it sends a who-cares message to everyone involved, including prospects and clients.

4. SELECT

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

TAFF TO MEET EXPECTATIONS OF THE FIRM ...

If the goal is to find 25 qualified leads and close two deals, then send the folks who can do that.

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

Professional from academic institutions, pharmaceutical industries, health care indust

Match the corporate expectations with the reality of the show attendance. Many firms send people who are logistically closest to the show, kno

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

the most about the product or are most expendable - they are the newest or oldest. The staff must be fully fluent in the firm - know who know

.

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

what, how things get done plus be personable.

5. MATCH INDIVIDUAL EXPECTATIONS WITH CORPORATE EXPECTATIONS ...

Every person who stands in t

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

Companies that provide selfless information through particip

e booth expects to make a sale, meet a prospect, get a bonus, waste time or find a new job. Send the people who will make your company prosper

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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