Advice You - Business

Americans are known for their short attention spans, and this is certainly true at the trade show exhibit hall. With a crowded trade show display floor bursting with hundreds of trad

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

e show exhibits, the essential job of the exhibitor is to attract immediate attention with a compelling trade show exhibit display.

Finding a fast way to capture visitor interest wit

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

Examples of combination products may in

an exciting trade show display booth is quite a challenge. Trade show attendees want a quick fix. Catchy trade show graphics can give a bold deliverance of message and humor can be

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

sed effectively too; but the trade show exhibit also has to be consistent with the exhibitor company’s marketing message.

To be successful, the trade show booth design must answer th

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

visitor’s three key questions -- who the exhibitor is, what they do, and why a visitor should spend time inside the exhibitor’s trade show booth.

According to Karla Krause-Miller, D

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

Combination pro

rector, Cappa and Graham, Inc., a professional event planning company in San Francisco and Silicon Valley, the psychology and strategy of trade show booth messaging is the key to succ

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

ess at a trade show. She advises that one follows the guidance from experienced account managers to stay on track for achieving a successful trade show display. Here are a few of he

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

tips for exhibitors:

Focus on the big picture of what you want to have happen at the trade show. In other words, keep your company’s trade show marketing goal in mind when planning

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

a trade show display booth.

Avoid common trade show graphic mistakes, such trying to explain your new product by putting too much information in your trade show graphics –that is the

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

job of your trade show booth staff.

Make sure your trade show graphics are readable from a distance of 10’ away and from 8’ above. Be sure to design your trade show booth with peop

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

e in mind – what people will see when they approach from the aisle, what they see when they step inside the booth, and at the back wall.

Add excitement and pizzazz to your trade show

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

Following aspects would a

graphics by using color and movement. Avoid boring graphics.

Use appropriate models and messages that match your industry standards.

Pay attention to lighting - have a clean, well

dd to the challenges in developing combination products:

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

light trade show booth as people are attracted to light.

Make your trade show booth the place to be – people want to be where the action is –and they want to be part of the action.

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

void being too product focused. It is best to highlight the application of what your product does, rather than relying on an unknown product name. The former Nellcor Puritan Bennett

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

medical equipment company wanted to feature their new product, N1000, at a trade show. But instead of using the product name, N1000, they showcased graphics that featured its applica

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

ion--capnography, a noninvasive analysis of Co2 saturation. Visitors were better able to understand what was inside the trade show display. Nellcor was smart to focus on N1000’s app

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

Professional from academic institutions, pharmaceutical industries, health care indust

lication rather than rely on a product name unknown to potential visitors.

Remember, it’s up to you to decide what your trade show exhibit display will do to relay your company’s mes

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

age. If you follow the above rules, you can have a successful trade show experience; whether you have a pre-owned trade show exhibit display, a custom trade show exhibit, a custom mo

.

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

ular trade show booth, a portable or pop up trade show exhibit display, or a trade show display rental.

This trade show exhibit advice holds true wherever you have your next trade sh

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

Companies that provide selfless information through particip

w --whether the show is in Orlando or the Las Vegas Convention Center, the Moscone Center in San Francisco, the Santa Clara Convention Center or the San Jose McEnery Convention Center

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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