Main Subject - Business

You don't become exclusive until you exclude. There is nothing more exciting than being on the

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

invitation list of an exclusive event. Now imagine your shattered expectations when you arriv

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

Examples of combination products may in

in your formals only to find a hastily placed bowl of candy on the table - and no one there to

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

greet you with a warm welcome.

Ridiculous? Well, consider what is happening in your booth.

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

ven though nobody is going to show up in their formals, they certainly DO have expectations of

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

Combination pro

you at a trade show. Don't disappoint them! Nothing communicates a more complete lack of style

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

or consideration than the ubiquitous candy bowl. Could you POSSIBLY have put any LESS thought

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

into serving your role as a host??

If you REALLY want to make a great impression - and the siz

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

and profile of your prospect base makes it cost-justified - consider offering a Hospitality Su

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

ite. Otherwise, consider the need for hospitality altogether. Hospitality encourages people to

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

linger - and that might not serve you well. Your prospects will much prefer your sincere effor

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

Following aspects would a

ts in building a mutually profitable relationship - than by offering them a hunk of sugar. On

dd to the challenges in developing combination products:

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

ehalf of all your customers, a candy bowl IS NOT hospitality!

Worse yet, a candy bowl encourag

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

es EVERYONE to stop - and might pull you into conversations with unqualified visitors. Unless

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

VERYONE is your prospect, you're better off to free up the space for more productive sales rela

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

ted materials. If you MUST provide candy, then you should AT LEAST have it custom imprinted wi

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

Professional from academic institutions, pharmaceutical industries, health care indust

h a compelling message about what you have to offer. Otherwise FORGET IT.

This is the last ar

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

ticle in the "Secrets of Trade Show Selling" series. If you take all 10 points into considerati

.

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

n when planning your show, you will be leaps and bounds ahead of your competition and have unpr

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

Companies that provide selfless information through particip

ecedented success to show for all of the hard work and time that goes into trade show marketing

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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