Advice You - Business

You must constantly bear in mind the real function of your exhibit at a trade show and weigh each idea to see how it contributes to reaching your goal. Look at the function of your exhibit. What is it trying to do? What are you trying to achieve through i

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

ts use? It makes a difference in your design thinking whether you wish to demonstrate a machine in operation to the widest possible audience, or if you expect to limit attendance in your booth to a very few important customers. Will you be doing a hard se

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

Examples of combination products may in

ll to anybody who stops by?

Collect the facts !

It is a waste of time to go ahead with a design, never mind construction, of an exhibit whose purpose is to obtain new dealers; to be faced with a comment by senior management that what is really needed is 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.

o identify a newly acquired product or service. The Sales Manager should realise right from the beginning what the exhibit is being planned to do.

The Exhibit and the Show Visitor:

Ideally, the design should attract every individual whom the exhibitor cons

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

iders a prospect. The question can be stated as simply as this: "How do you design a trade show booth so you get the best results at various trade shows?" And here results mean telling your product story to more of the people who count in closing the sale.

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

Combination pro

Here are ten rules for designing a booth:

1. It's a trade show ... so show them: A show is exactly that......a show. It is not an advertisement - it should be your product in action! The visitor becomes immediately involved with your product because he or

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

she can see it, touch it, handle it. The exhibitor has a great opportunity to act on all five senses of the visitor. Don't throw this opportunity away. Don't expect the visitor to show himself, you show him!

2. Build your exhibit around your product: Some

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

exhibitors are more interested in building pretentious displays than in showing the products that they house. Do not look upon a show as an architectural competition. This is always a mistake. Keep your focus on your products, that's where the visitor's i

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

nterest is.

3. Make your exhibit easy to understand: Show visitors want facts about your products and, they want them quickly and in convenient form. Visitors are enthusiastic about booths, which display products in orderly, logical sequence. Products s

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

hould be clearly identified detailing their characteristics, specifications and applications. Don't take your product for granted. Remember, the visitor may be seeing it for the first time.

4. Don't confuse the visitor: The exhibitor whom uses unusual soun

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

d effects; razzle-dazzle displays or costumes often creates the impression that he is trying to conceal his product. Good lighting, decoration, booth dress is always relevant to the product.

5. Show a maximum number of products: Show a maximum number of pr

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

Following aspects would a

oducts: Don't just show a limited number of sizes or models. Visitors like to see the complete line. Show actual products - not just photographs of them. You can't show too many products.

6. Demonstrate your product: Visitors find static display boring. T

dd to the challenges in developing combination products:

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

hey like dynamic displays; they like to see the product in action. Concentrate on one or two product features. A good demonstration is simply tangible proof of the claims you make for the product. A good demonstration convinces the visitor that your product

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

is all you claim it to be.

7. Show product applications: The visitor will ask the fundamental question: "What will your product do for me?" Show him what it has done, is doing, for others.

8. Encourage audience participation: It's great to be able to prov

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

e your product's superiority to your visitor. It's even better when you can get him to prove it to himself. Don't hesitate to let your visitor participate in your demonstration. If it's impractical, at least let him handle your product. The visitor has

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

five senses. Get as many of them involved in your product s possible.

9. Give him or her samples: All visitors like samples. Some visitors like souvenirs. Give them samples, if possible. Souvenirs don't do any harm, but they usually don't do any good. Adm

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

Professional from academic institutions, pharmaceutical industries, health care indust

ittedly, not all products are subject to samples, but a great many are. The difference between samples and souvenirs is that the souvenir is generally not relevant to the product. Let your visitor take your product back to the office in the form of sample

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

s.

10. Give the visitor good technical information: This subject is big enough for a booklet of its own. It's still a matter of opinion as to whether literature should be distributed at the show or sent, after the show, to the visitor's office.

Sometimes it

.

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

's impossible to stock a sufficient supply of literature for a multi product exhibit. But it's always possible tohave samples of available literature on hand. At least you can show the visitor what he is going to get. He wants factual literature, not advertis

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

Companies that provide selfless information through particip

ing blurbs. Visitors want complete specifications: dimensions, materials, finishes, speeds.

One-short show flyers end up in the waste paper basket. Distribute literature with solid, factual, technical information - or - don't give out any literature at all

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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