Advice You - Business

If you are planning to hold an event concurrent with an upcoming trade show exhibit, you need to start by evaluating your company goals and objectives for what you want to achieve in your trade sho

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

w display appearance. Once you have determined why you are exhibiting, then you will need to match your trade show display with your event in order to seamlessly reinforce the same message. Your

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

Examples of combination products may in

trade show event must be fully integrated into your trade show booth’s marketing message.

This seems like common sense, but every so often trade show event planning goes haywire. A good example

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

of a mismatched trade show event is holding an elegant black tie affair for your company’s computer engineers who live and work every day in sport shirts and jeans.

Karla Krause-Miller, Director,

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

Cappa and Graham, Inc., a professional event planning company in San Francisco and Silicon Valley, offers some important tips for trade show event planning:

1. Decide what type of event you have b

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

Combination pro

ased on your company’s marketing goals and sales objectives. Do you want to have a small, intimate gathering or do you want to have a free- for- all event where you’re not selective about screening

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

your guests? If it’s the latter, you most likely will see your competition at your trade show event drinking your cocktails and eating your food.

2. Integrate your event well with your trade show

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

display’s marketing message to have your happening support the branding of your trade show booth.

3. Know the profile of your trade show attendees and analyze their likes and dislikes before the

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

trade show. Be sure to match the soiree to the comfort level of your group. For example, hot dogs and beer may be fine for a sports- related gathering but is not appropriate with a more formal af

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

air.

4. Make your event inviting, exciting and enticing. Be aware that there are many competing parties going on at trade shows. You are competing with not only trade show management and other t

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

rade show exhibitors, but also the city where you are exhibiting in. If that happens to be Las Vegas, then you are up against drawing attendees away from casinos and high caliber entertainment sho

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

Following aspects would a

ws at luxury hotels.

5. Be mindful of the time constraints of your guests. If you are arranging a cruise you may have to leave attendees at the dock if they do not have the time for several hours

dd to the challenges in developing combination products:

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

at sea. Better to hold your party at the dock so people can come and go as they please.

Also watch out for breakfast seminars that may be too early for a partying crowd. It is probably safer to

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

have a cocktail reception, but check first with the trade show conference management to see if they have a scheduled an event that conflicts with your time and date.

6. Create buzz and fun into yo

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

ur gathering. Do something different that will stand out. Since people like to get involved, a good idea would be to have your guests dress like characters in old movies, show a Charlie Chaplin fi

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

m and serve some popcorn. Or rent the local bowling center or skating rink.

7. You do not have to have a big budget to be successful. That’s a myth. If you go bowling, you can give away bowli

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

Professional from academic institutions, pharmaceutical industries, health care indust

ng shirts with names that your attendees have selected in advance. Karla Krause-Miller says that at one such event she chose the name “Alley Cat” and wore it bowling and in a group photo of “her te

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

am”.

By thinking in terms of who your attendees are, and by planning something unusual and fun, you will be able to have a successful event -- whether it is close by at the McCormick Convention Ce

.

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

ter in Chicago, the Kaiser Convention Center in Oakland, the Moscone Center in San Francisco, the Santa Clara Convention Center or the San Jose McEnery Convention Center.

Remember, when your compa

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

Companies that provide selfless information through particip

ny exhibits at a trade show and wants to have an event as well, by following the above essential tips of trade show event planning, your preparation and thoughtful planning will pay off handsomely

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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