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Trade shows are a great way to connect with current and potential clients, but unless you know what you are doing, it can be an budget disaster. What are the m

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

ost common budget busters? Julia O'Connor of Trade Show Training, inc. has identified these seven simple and correctable problems:

1. NEVER READ THE EXHIBITOR

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

Examples of combination products may in

MANUAL
Yes, you pass it along to someone else to fill in and send out, but you don’t know what is in the package. Do you know the drayage rate, the elec

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

trician rules, the shipping time frame? If you don’t know, you are wasting your money because you do not know when you are paying fair value or being overcharg

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

ed, when to complain legitimately, and when to shut up.

2. WAIT UNTIL YOU ARE THERE
It is called Floor Prices and these are your penalties for not

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

Combination pro

thinking ahead. If it costs you $100 to contract before the show when you fill out the forms in the Exhibitor Manual, it may cost you $120-$200 when you walk o

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

nto the floor and then decide – oh geez, now I want carpet cleaning, extra electrical or another service.

3. DO IT YOURSELF
Think you can just buil

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

d your exhibit yourself? Sorry the Fire Marshal says take it down. Note – fire codes are local to the exhibit city. Grab cute fabric, load the exhibit space wi

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

th literature, etc.? See the Fire Marshal. Hang your own sign or lights? See the local unions or labor force. It will cost you floor prices – or taking down yo

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

ur whole exhibit if you don not know the rules of the show.

4. SEND THE WRONG STAFF
The wrong staff will send the wrong message. Trade shows are uni

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

que and unless there is a clear definition of your purpose at the show, and you have matched the staff to your expectations and the expectations of attendees,

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

Following aspects would a

it can be a big waste of money.

5. IGNORE PRE-SHOW PROMOTION
Yeah, you know YOU will be at the show but have you told anyone else? How about your c

dd to the challenges in developing combination products:

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

lients, prospects, folks you met at last year’s show, folks you want to do business with? It is so much easier to attract attention before the event than after

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

the show... so let them know you will be there and what you can do for them at the show, as well as after the show.

6. IGNORE PRESS POSSIBILITIES
W

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

ant folks to know about your company? The worst waster is waiting until the show opens and then deciding you want some publicity. Tell the press before the sho

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

w opens. Have a press kit ready in the booth and the press area. Appoint one rep only who talks to the press. Hire a trade show press agent. Concentrate on you

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

Professional from academic institutions, pharmaceutical industries, health care indust

r company and products. Don’t gossip.

7. MISUNDERSTAND THE SALES PROCESS
What good is it to go through the whole trade show process and not know WH

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

Y you are doing so? Whether you are in the booth, the manager at the home office, the attendee or the final decision-maker – the question for everyone is – why

.

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

and how should I give information and how does this lead to bottom line results? What are the steps in your sales process – because a lead negates the cold ca

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

Companies that provide selfless information through particip

ll process – so sales should be faster and friendlier.

Correcting just one of these can save money. Correcting all seven can provide substantial savings.

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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In this installment of medical billing, we continue through our maze we call the GU0 record, or CMN. We pick up our discussion with field number 54.

A brand, like any other product, must perform in order for you to make sales. Sales drive the brand just as performance will drive it. Other factors also come into play when branding. You must also have a quality component.

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