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Attending a trade show can seem like Christmas – all those wonderful booths and exhibitors giving away free goodies. Attendees flit from booth to booth and pass on hints of who’

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 giving away the good loot. In all the hustle, bustle and excitement, it’s easy to be overlooked by the crowd in favor of a flashier, cooler or louder exhibitor. How do you get

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

Examples of combination products may in

potential customers to stop by your booth – and stay long enough to become a customer?

The answer lies in choosing the right promotional items and gifts and tying them into you

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

r overall theme. According to one trade show publication, people attending a trade show are 52% more likely to stop by your exhibit if you have an appealing promotional gift to

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

ive them. Keeping that in mind, how should you go about choosing great promotional gifts AND using them to their best effects?

Here are some key questions that will help you to

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

Combination pro

choose effective promotional items for your trade show exhibits.

1. What gifts will fit your company or image?
Pens, key rings and little trinkets are a glut on the mark

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

t at trade shows. Besides being ‘what everyone else has’, they seldom have anything to do with your business. Choose items that complement your main business – USB flash drives

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

for a software company, for instance.

2. Can you imprint your contact info on them?
Since one of the major reasons for your promotional giveaway is to encourage your poten

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

ial customers to contact you, imprinted items are a great choice. Depending on the items that you choose, you may decide to make your imprint discreet, or very very visible.

3.

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

Would you like to get one for free?
If it’s not something that appeals to you personally, how can you expect it to appeal to others? When you’re shopping for promotional g

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

fts start with an open mind, and narrow the field by the “wow” factor. If you see something that you’d LOVE to get, add it to your list of possibilities. Later, you can winnow o

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

Following aspects would a

t the items that are too expensive or don’t otherwise suit.

One important thing to keep in mind when designing your trade show strategy is the perceived value of your promo ite

dd to the challenges in developing combination products:

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

ms. People respond best to promotional gifts that they feel are valuable to have and to give. One way to impress people with the value of your promotional gift is to choose an e

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

pensive item, but it’s not the only, or even the best way. What’s far more important is your gift-giving approach.

1. DON’T just lay your promotional items out on a table for a

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

nyone to take as they pass. Not only does it deprive you of the chance to make a personal contact or sales pitch, it devalues the promotional item itself. How important is it if

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

you don’t have to do anything to get it?

2. DO design your exhibit to highlight your best promotional items to attract attention. Create an attractive display on your table. If

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

Professional from academic institutions, pharmaceutical industries, health care indust

the item is one that’s an attention getter, detail one of your booth sitters to wander around the exhibit area using the item and directing people back to your booth.

3. DO co

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

sider first impressions. Station someone near the entrance to the trade show with an armload of attention-getting carry bags with your logo. Hand them to everyone who enters for

.

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

a highly visible advertisement for your booth. Be sure that your booth also displays the same logo or colors so that it can be found easily.

4. DO consider having drawings and

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

Companies that provide selfless information through particip

raffles for higher value promotional items. These little “event within an event” can raise excitement and bring people back to your booth multiple times over the course of a day

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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