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Steven R. Covey has helped millions of people in their business and professional lives with his book The Seven Habits of Highly Effective People. The Seven Habits, first written 17 years ago, has proven to be an effective guide for personal and professional deve

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

lopment. And these principles, when applied to your trade show experience, can dramatically improve your experience at the event and your results.

Treating your portable trade show display like your portable office is the key to maximizing your effectiveness at

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

Examples of combination products may in

each and every event. The purpose of a trade show is connecting with people, and portable trade show displays enable you to create a space for educating prospects about what your company has to offer and qualifying leads to pitch them for a sale or follow up wi

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

h them later.

Here’s how to apply Covey’s “7 Habits.”

Habit 1: Be Proactive

Planning is the key to maximizing your trade show experience. Weeks preceding the show, you should exercise your marketing muscles. Let your existing customers and prospects k

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

now you will be in attendance. If you have a new product on the horizon, this may be an opportunity to generate some buzz by talking about an unveiling or first-time demonstration at the show.

Habit 2: Begin with the End in Mind

What type of ROI are yo

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

Combination pro

shooting for? Do you want to inform prospects about your industry and how your product will help them, or will your prospect likely be familiar with your industry already? What are your leads and sales goals for the event? What is your follow-up strategy, and h

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

ow soon will you be following up with your prospects?

Habit 3: Put First Things First

Before you even get to the show, how is the morale of your sales team who will be face-to-face with prospects? Your sales team is a reflection of the company – if the

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

aren’t enthused about the show, you’re wasting their time and the company’s money by sending them.

If you sense that your trade show staff is dreading the event, try something spontaneous to get them hyped about the company and your products. Ideas as simple a

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

s attending a sporting event, a concert or a day at the amusement park on the company’s dime could boost morale.

And when it’s time for the show to begin, what is your plan of action to best utilize everyone’s strengths? How will you most efficiently distribute

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

use of their time?

Habit 4: Think Win/Win

It’s a very, very old marketing principle that is too often overlooked. Very fundamental to any marketing effort is finding a win/win balance where the customer gets what they need and you get what you need.

B

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

ecause time is of the essence at a trade show, you must figure out how to get the customer to stop at your portable trade show display, quickly qualify them, and assess: whether or not they are your target market, whether they are immediately ready to buy or nee

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

Following aspects would a

d more information before they buy or, if they are not a prospect now, could they be one in the future?

Habit 5: Seek First to Understand, Then to be Understood

What is the customers need? How can you fulfill that need/solve their problem? Clearly, if

dd to the challenges in developing combination products:

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

he customer has stopped at your portable trade show display, they are interested in your product. But the first step in qualifying is figuring out what need attracted them to your portable trade show display. Phrases such as “What brings you by here today,” or “

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

What may I do to help you?” are good ice breakers to ease the conversation from generalities and politely get to the point.

Habit 6: Synergize Principles of Creative Communication

The saying goes, “You were given two ears and one mouth,” and this was d

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

ne for a reason. Listen more than you speak and you will learn a lot more about what the customer is telling you. Listen to their words, translate their body language. When you think you’ve figured it out, feed the information back to the customer in their own w

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

ords and language. From there, use qualifying questions to build mutual trust and understanding to overcome any objections.

Habit 7: Sharpen the Saw

Now this is where it gets personal. A day or a few at a trade show requires peak performance and lots o

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

Professional from academic institutions, pharmaceutical industries, health care indust

energy – it can be quite grueling if you’re not prepared. What are you doing to make sure you’re able to give your best before the trade show, and recharge after? In addition, a post-mortem after the show is a great way to identify mistakes, holes in planning

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

and preparation and efficiency drains – not to browbeat you and your team so you can feel sorry for yourselves, but so you can brainstorm and discuss a better strategy for next time.

The Seven Habits of Highly Effective People turned the tide of the American mi

.

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

dset about work and life – empowering professionals everywhere to expect more of themselves at work and at home. The “principles” of this extraordinary work have been duplicated all over the world. Apply them not only to your prospects’ experience in your

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

Companies that provide selfless information through particip

f="http://www.exhibitdeal.com/" target="_blank">portable trade show displays, but at every level of your marketing strategy, and you will leap ahead of the competition and create the potential to dramatically improve the results at your next trade show event

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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Acknowledging employees' strengths helps to promote morale, boost productivity, and create a willingness to change when necessary

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