Main Subject - Business

Walk around any trade or consumer show and you will be able to collect a bag full of advertising specialties, or giveaway items all designed to promote. But look a little more closely. How many really do an effective job? How clearly do they get a messa

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

ge across? Is the message sufficiently visible? Is the giveaway useful or unique enough that you would want to keep and use it? All these questions, and more, need to be considered before jumping into the giveaway game.

Everyone enjoys receiving a gift

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

Examples of combination products may in

, even if it is "just a little something." Gift giving creates a favorable impression. It can build goodwill, be an incentive, communicate a message and create awareness.

When thinking about advertising specialties for your next show, consider the foll

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

wing ten questions:

1. What do you want to achieve by giving away a premium item?

Your giveaway items should be designed to increase your memorability, communicate, motivate, promote or increase recognition. It is important not only that the message h

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

ave an impact, but also the premium itself.

2. How will you select your premium item?

There is a multitude of different items you could consider as a premium. However, which one will best suit your purpose? To select the right item, you need to decide

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

Combination pro

your objective. Do you want it to enhance a theme; convey a specific message or educate your target audience? A clear purpose should help make your selection process easier. A promotional specialist can also help you make an effective selection. Remembe

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

r that your company image is reflected in whatever you choose to give away.

3. Whom do you want to receive your premium?

Having a clear objective for your premium item will also help you decide who should receive it. You may consider having different

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

gifts for different types of visitors. You might have different quality gifts for your key customers, prospects and general passers by.

4. How does your giveaway tie into your marketing theme?

Is there an item that naturally complements your marketing

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

message? Have the message imprinted on the item and make sure that your company name, logo and phone number appear clearly. An important aspect of any gift is to remember who it was from long after the fact.

5. What is your budget?

The price range for

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

premium items is enormous. Quality, quantity and special orders, all impact the price. Establish a budget as part of your exhibit marketing plan. Consider ordering the same item for several different shows. The greater the quantity of your order, the l

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

wer the individual unit price.

6. What must visitors do to qualify for a gift item?

There are several ways to use your premium effectively. For example, as a reward for visitors participating in a demonstration, presentation or contest; as a token of

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

Following aspects would a

your appreciation when visitors have given you qualifying information about their specific needs; as a thank you for stopping at the booth. Avoid leaving items out for anyone to take. This diminishes value and has little or no memorability factor.

7. W

dd to the challenges in developing combination products:

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

ill your giveaway directly help your future sales?

Consider handing out a discount coupon or a gift certificate that requires future contact with your company for redemption. Consider premiums that will help generate frequent visits to customers and pr

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

spects, such as calling you for free refills.

8. How does your premium item complement your exhibiting goals?

Premiums can be used to prequalify your prospects. One company uses playing cards. Prior to the show, they send "kings" to their key customer

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

s, "queens" to suppliers, "jacks" to new or hot prospects. They request that the cards are brought to the booth in exchange for a special gift. When the cards are presented, the booth staff already know certain information about the visitor. They can th

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

n act on their previous knowledge and use time with the visitor more productively.

9. How will you inform your target audience about you giveaway item?

A sufficiently novel or useful giveaway can actively help to draw prospects to your booth. So make

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

Professional from academic institutions, pharmaceutical industries, health care indust

sure your prospects know about it. Send a "tickler" invitation with details of the giveaway, or create a two-piece premium, sending one part out to key prospects prior to the show and telling them to collect the other half at your booth.

10. How will y

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

ou measure the effectiveness of your premium?

Establish a tracking mechanism to measure the success of your giveaway. If it is a redemption item, code it so that you know it resulted from the show. Post-show follow-up could include a question about the

.

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

premium - did visitors remember receiving it and how useful was the item. After the show, critique your giveaway with your exhibit team: Did it draw specific prospects to the booth? Was it eye-catching enough to persuade passers by to stop? Did your cus

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

Companies that provide selfless information through particip

tomers find it useful? Did it project the right corporate image?

There are plenty of exciting premiums for you to choose from so that you can avoid the usual pens, pencils and keychains. Make your premium work for you and it will be money well invested

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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