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Main Subject - Exhibitions & Trade Shows - 4 Things You Need to Know!
Exhibitions and trade shows are a costly marketing tool. Not only is the actual stand space and design/construction expensive but there are also the myriad of hidden costs
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
one often doesn’t budget for; the lost production time of staff manning the stand, the subsistence costs and the handouts that are all part and parcel of stand participatio
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
n.
What can one do to maximise return on investment? There are a number of critical issues that should be considered:
Choose your stand location carefully:
People are ha
What can one do to maximise return on investment? There are a number of critical issues that should be considered:
Choose your stand location carefully:
People are ha
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
bitual creatures. They will walk in a set pattern, which is known to show organisers. Discuss your needs, who else will be there (competitors / complimentary service provid
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
rs etc) and what the traffic flow is expected to be. Also remember to look out for any specific requirements eg water, entrance / exits, specific power sources etc. Avoid a
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
dead end as people won’t go down them and you’ll be overlooked. And, be mindful of structural features eg columns, level changes etc, which will detract from your stand’s
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
initial impact.
Develop a sense of showmanship:
A good stand will always convey its message quickly and with a freshness that’s appeals to the target market. Try somethin
Develop a sense of showmanship:
A good stand will always convey its message quickly and with a freshness that’s appeals to the target market. Try somethin
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
unusual (but relevant for your industry) to achieve impact and ensure you have relevant communication tools eg brochures and business cards to hand out. All tools utilised
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
should convey a consistent message and be of a similar standard to indicate consistency – this encourages peace of mind in the visitor and they can leave your stand with a
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
clear message well understood. Remember to determine up-front what type of display will hit the right note with the audience, is static sufficient, or is something interac
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ive going to get you noticed. Can a theme add value or should you have high tech multi-media material? Know what you want the stand to do for you and you’ll find it much ea
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
sier to make the decision on what type of communication style will be most appropriate.
Select staff to man the stand carefully:
Often an “anyone will do” attitude is dev
Select staff to man the stand carefully:
Often an “anyone will do” attitude is dev
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
eloped when looking for people to man the stand. However, this alone will undo all the good work that has gone into the preparation and presentation of your exhibition. Sta
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ff on duty must not sit, eat, smoke, loiter, talk on cell phones or read the paper. They must always be professionally groomed, be on time for their shift, be pleasant and
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ourteous and, above all, be knowledgeable when asked about your business and it’s products/services.
Follow up once the show is over:
By having a mechanism to collect bus
Follow up once the show is over:
By having a mechanism to collect bus
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
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
iness cards eg having some kind of lucky prize draws, you can enlarge your database of prospects substantially. However this information is of no use if it is not utilised
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
after the show is over. Drop all the contacts a note advising them of who won the prizes and thanking them for their support. Then, follow up a month later with corresponde
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ce telling them of a special promotion, event or new product launch. Statistically, new clients need to see your name, and be reminded of what you do, three times in quick
.
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
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
succession in order to remember you. This simple 1-2-3 will hit the right note.
As with all the marketing tools there is always more to it than meets the eye, but once und
As with all the marketing tools there is always more to it than meets the eye, but once und
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
erstood it all becomes purely logical. I hope these pointers help you get the most out of your next exhibition.
Happy Marketing!
Dianne Perrett www.themarketingmanual.co
Happy Marketing!
Dianne Perrett www.themarketingmanual.co
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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