Advice You - Business

At first glance, there’s no connection between Disney’s Winnie the Pooh and tradeshows. The same is true of Piglet, Tigger, and the rest of the gang. What could this cuddly group of childhood favorites possibly teach us about ex

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

hibiting?

Surprisingly, quite a bit. There are some very strong similarities between Winnie the Pooh and the other inhabitants of the Hundred Acre Woods and many tradeshow exhibitors. Don’t believe me? Take a look and see how m

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

Examples of combination products may in

any of your staffers you recognize:

Winnie the Pooh

Pooh Bear may be cute, cuddly and approachable -- but he’s also got one thing on his mind. What makes this roly poly bear happy? Honey, of course! He’s obsessed with t

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

he golden sweet -- when he’s not enjoying a meal, he’s in search of the next smackerel to fill his rumbly-tummy.

A Pooh-style booth staffer is hungry. He might be talking to attendees, but he’s thinking about lunch. If someone

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

walks by with a sandwich, his eyes are instantly drawn to it. Scents from the food court get his nostrils quivering. When he gets a chance to eat, he takes it: even if that means eating in the booth!

Piglet

Piglet is

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

Combination pro

very small animal, made even more timid when confronted with unfamiliar surroundings, loud noises, bright colors, and crowds. His reaction? Why, to run and hide under the bed, of course, or behind his good friend Pooh.

A Pigle

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-style staffer may be naturally shy or someone who is easily overwhelmed. Their reaction, inspired by fear, is to fade into the back of the booth and hope no one notices them. More often than not, they get their wish -- which i

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

s good for them, but bad for your bottom line.

Owl

Owl is an exceedingly well educated bird. He’s got a brain just cram-packed full of facts and figures -- and he wants you to know it. No tidbit of information is too sm

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

all to escape his attention, nor to avoid being retold to anyone who will listen.

If you have an Owl-style staffer, you might count yourself lucky. After all, she knows EVERYTHING! However, watch your Owl in action. Their overw

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

helming compulsion to ‘show off’ their knowledge can easily alienate attendees and send them in search of a salesperson who knows how to listen.

Rabbit

Rabbit is the busiest creature in the Hundred Acre Woods. He’s alwa

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

s rushing around: planting seeds over here, pulling weeds over there, chasing crows and watering daffodils. There are a million and one tasks required to keep his beloved garden blooming, and they’re all very important.

You can

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

Following aspects would a

always tell a Rabbit-style staffer. They’re the ones with a cell phone constantly in their ear, fingers flying over the keyboard as they check e-mails or text message the home office. They’re so obviously busy taking care of bu

dd to the challenges in developing combination products:

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

siness that they can’t be bothered with trivial distractions -- like talking to show attendees!

Tigger

Tigger is full of energy. He bounces around, springing from one thing that catches his attention to the next. Full o

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

f laughs, high spirits and infectious energy, Tiggers are a lot of fun to have around.

Put Tigger at a tradeshow, however, and you might have a problem. Enthusiasm and high energy can attract traffic to your exhibit, but withou

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

t some focus and control (concepts foreign to most Tigger-types) there’s no way to capitalize on your crowds.

At this point, you might be feeling a little like Eeyore -- down in the dumps. After all, with a booth full of Poohs,

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

Piglets, Owls, Rabbits & Tiggers, your chances for success are looking pretty slim. Don’t despair! The hero of the Hundred Acre Woods is on his way!

Christopher Robin

The human companion to Winnie the Pooh and all of hi

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

Professional from academic institutions, pharmaceutical industries, health care indust

s furry friends, Christopher Robin encompasses the best traits of all five and adds a crucial element: perspective and understanding of how things actually work.

A Christopher Robin-style staffer combines Owl’s knowledge, Tigge

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

r’s enthusiasm and Pooh’s approachability with an understanding and appreciation for the tradeshow attendee. They realize the importance of giving all their attention to their visitor, setting aside the cell phone, the lap top -

.

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

-even the sandwich! -- to focus on what’s really important.

Every exhibitor needs to have a Christopher Robin on their team, preferably more than one. Now’s the time to take a look at your team.

How many Christopher Robins do

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

Companies that provide selfless information through particip

you have?

How many Poohs? Piglets? Tiggers?

What can you do to change the makeup in your Hundred Acre Woods?

(Winnie the Pooh, Piglet, Tigger, Owl, Eeyore, Rabbit, Christopher Robin and the Hundred Acre Woods are all ™ Disney

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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