Main Subject - Business

Trade shows represent an outlet to reach current and potential clients in a direct and active way. The targets come to the show with an active interest in finding both you and your competitors

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

. They come to you to find the best quality products and services. But sometimes they just come to browse the stocks. In either case, history along with general studies have shown that includi

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

Examples of combination products may in

g a promotional product at your trade show booth increases your overall success and ROI. Because, let’s face it, when it come to brochures versus logoed goodies, the goodies win the praise and

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

even better, the attention and retention of the target audience.

According to a 2003 Georgia Southern University survey, more than 70 percent of trade show attendees who received a promotiona

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

product remember the name of the company that gave them the product. And more than 76 percent of those participants showed a favorable attitude to the company branded to the promotional produ

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

Combination pro

t. These findings prove that promotional products at trade shows results in greater awareness and a positive perception of the company as a whole. This can generate a more loyal and happy clie

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 base as well as new business potential.

Get ahead of your competition by starting your trade show branding with promotional products early. Georgia Southern University conducted another stu

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

y in 2004 which observed the effects of promotional products as invites to a trade show. The study included all pre-registered trade show participants and gathered attitudes and behaviors. The

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

attendees, divided into three different groups, all received separate invites to the upcoming show. A third of the participants received a post card from a company at the trade show. The secon

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

group received a postcard along with a branded magnet of the company. The last group received a postcard with a coupon to redeem a free T-shirt from the company if they visited its exhibit at

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

the show. The study found that 78 percent more attendees responded to the T-shirt offer, while 57 percent more people responded to the magnet more than the postcard alone.

This study shows th

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

Following aspects would a

t getting a head start on trade show branding can ultimately increase traffic and participation at your exhibit, but even more so when you add a promotional product to the invite. This way the

dd to the challenges in developing combination products:

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

target has you in mind before they head to the show and, in turn, make your booth a priority.

Although promotional products generate such a high response and success rate, you need to take in

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

o consideration which product to use. Sometimes the typical key chains and pens have little to no effect on the target. Like any other part of a marketing campaign, the product must coincide w

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

th the wants and needs of the target audience at the trade show. It must be a product that stands out and makes the clients want to have it and keep it around. Because, in essence, by having a

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

d keeping your promotional product, the client chooses to keep you and have you around. For example, instead of using the company stress ball as a premium at a trade show, design a tumbler cup

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

Professional from academic institutions, pharmaceutical industries, health care indust

series customized to the specific trade show and your specific booth. This keeps the client excited about not only your premium but you as well. It’s also a practical product that tends to get

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

heavy use by more than just the intended target.

By adding a simple, branded gadget to the booth and trade show invite, people tend to return more frequently and also take the company home wi

.

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

h them. This generates more word-of-mouth advertising and exposure. It also, as the studies show, creates an overall positive perception of the company and higher interest involvement. So the

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

Companies that provide selfless information through particip

ext time your company plans to attend a trade show, make sure promotional products not only complement your booth, but also appear in the hands of your target before the trade show even starts

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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