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Trade shows are part of the marketing mix and the appearance by your firm should be a continuum of your

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

entire marketing including advertising, public relations and events.

While you may introduce a new pr

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

Examples of combination products may in

oduct or showcase a service, many firms make mistakes by not connecting the overall corporate branding

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

with the show. How can an exhibit staff person be up to speed on what the company is doing?

BEFORE T

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 SHOW …………

1. Make sure you have information about the exhibit – what is in it, why it is there – bef

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

Combination pro

ore the show. Not the day before but as soon as you get your assignment. The exhibit manager has the r

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

esponsibility to make sure the exhibit is on time and looks great - among many other duties. The marke

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

ting team decides the theme, products highlighted and rationale.

2. Read your company and division web

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

ites. Sure, there are lots of pages but there are hidden nuggets in there that you may have forgotten

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

or may be new to you. Here’s what you may not know – attendees who are serious about meeting with you

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

– well, they will check your web site. Best to be as informed as your prospective clients are.

3. Read

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

Following aspects would a

all the promotional materials that you will hand out. If an attendee has a question while at the booth,

dd to the challenges in developing combination products:

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

your answer will not be – DUH?

4. Know what is in all the demonstrations. Are there cues to expand o

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

n the demo? Clues as to how to lead a conversation? Listen carefully and make your life easier.

5. Rea

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

d advertising in your trade publications. What does your firm promote versus your competitors? Can you e

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

xplain the differences?

6. While reading the trades, look for articles and releases about your compa

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

Professional from academic institutions, pharmaceutical industries, health care indust

y. Check your online press release section or ask the PR department about releases sent before the sho

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

w.

7. Understand the role of your firm if a sponsor of an event.

8. Ask. Ask. Ask until you get answer

.

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

s that satisfy you. Your goal is to make you the best representative for the company you can be.

Havi

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

Companies that provide selfless information through particip

ng an understanding of the broad marketing aspects before the show makes your firm well branded at 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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