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15.5 Ways to Attend a Trade Show

Many professionals in all areas of business travel great lengths to attend trade shows, but don’t take away what they should. Learn how to make that t

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

ime away from the office worthwhile.

I was prompted to write this article after attending and exhibiting at various auto related trade shows. While my experiences have been different a

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

Examples of combination products may in

t each show, the observations I have to share will apply to any show you attend. I’ve noticed that many folks attending shows are not prepared to be there.

Some appear to come to shows

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

just to kick back and enjoy the extra curricular activities. There are others who come with a game plan and appointments to see various vendors and providers. My goal is to give you a p

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

ractical strategy to attend any auto related trade show and have fun, learn more and gain benefits for you personally and the company or dealership you represent.

Prior to the Show:

1

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

Combination pro

Develop a written list of personal and dealership/company goals that you wish to accomplish at the show.
2. Develop a written plan of who you want to see at the show. If possible

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

, schedule appointments with them in advance.
3. Look at a list of vendors attending the show to consider their products and/or services. For those of interest, do some advance res

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

arch via the web or phone.
4. In addition to your current vendors, consider their competitors to see if you are getting all that is available from that type of supplier.
5.

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

Get a map of the local area to plan for meals and entertainment. Call in advance to make reservations where appropriate.
6. If entertaining customers at the show, go to www.foodn

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

twork.com to see what restaurants in the area are special and handle various gatherings.
7. If more than one person from your company attending, have a meeting prior to leaving in

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

order to develop a strategy for covering the show.
8. Pack a digital recorder, PDA or notebook to make quick notes for yourself and enhance your follow up.
9. Show “stuff” ge

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

Following aspects would a

ts heavy. Consider bring an expandable brief case that on wheels.
10. Pack plenty of business cards and a pair of comfortable walking shoes.

While at the Show:

11. Prioritize yo

dd to the challenges in developing combination products:

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

r route around the trade show floor.
12. Don’t take information you don’t need, but do take information you are interested in. Consider having the information shipped to you to kee

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

p the weight of your bag down.
13. Ask vendors intelligent questions. Focus on how they can help increase your sales or profits, save you time or make you more efficient. How are

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

hey different from competitive solutions?
14. If you are not interested in the vendor’s product and just want the free “rubber hammer”, trinket or whatever, be up front and tell t

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

hem.

After the show:

15. Before going to the “party” or going to bed, take time to organize the information you gathered. Make notes and prioritize so you don’t forget!
15.5 Have

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

Professional from academic institutions, pharmaceutical industries, health care indust

fun, but make the time away from your business profitable!

If you take the time to do the appropriate planning prior to the show, your overall experience once you arrive will be enhanc

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

ed. Be straight up with vendors and wear your name badge properly. This way the vendors know who you are and can ask you good questions, such as “If I could improve your sales by 33 per

.

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

ent this month would it be worth 15 minutes of your time to find out how?”

Be open to learn. Sales trainer, Jeffrey Gitomer calls that “resigning your position as General Manager of th

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

Companies that provide selfless information through particip

e Universe”. Attend your next show that way and you may find new information, a collection of resources or a new business partner that will take your and your business to the next level

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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