Subjects - Business

Mailing a compelling offer to a pre-show attendee list is a technique top-caliber trade-show exhibitors use prior to attending any show.

Before you write one word of your offer, you need to:

Defin

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

e your goals

Identify your audience

Generally, your audience will fall into two categories: decision-makers and referrers. You can market to both effectively--and achieve

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

Examples of combination products may in

profits from both--but you must alter your targeting techniques for each of these audiences.

Let’s examine how to attract the decision-makers.

The first step is to sort your pre-show mailing list by title,

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

and only mail to those titles that are most likely to be decision-makers. There is no hard-and-fast rule for what that magic title will be; it depends on your business. Don’t let somebody in the back office

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

or a rookie salesperson merely mail to all the CEO’s; they may not even visit the exhibit hall! You need to oversee this process yourself. This is where it is important to set a budget and stick to it. A

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

Combination pro

arge trade show might have 5,000 or more attendees; your candidates might number at most 1,000 of these. By culling through the pre-show list by title, you greatly improve your odds of finding the right pers

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

on.

Plus, you reduce the number of people swinging by your booth that are no more than tire-kickers at best.

Next, make sure you promote something for free, in your campaign. This is the heart of your offe

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

r. Remember, right now we are discussing what to offer the decision-makers. There are two broad types of offers: First, a chance to win a physical product or a premium (like a set of golf clu

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

s), via a drawing; Second, a guaranteed gift in exchange for the person’s time.

Which of these two offers is better to attract your decision-maker? It depends on your staff, your product or service,

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

and the nature of traffic at your show.

The chance to win is a bit easier on staff, will generally secure you more booth traffic, but will also almost guarantee you more tire-kickers. If you are will

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

ng to wade through and pre-qualify a greater number of prospects either at show-site or post-show, then this can be a very powerful technique.

Depending on what product or service you market, you may be able

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

Following aspects would a

to offer a giveaway that is very useful for your target audience. If you sell to graphic artists, a chance to win $1,000 worth of software for their own personal use may just bring prospects to you in drove

dd to the challenges in developing combination products:

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

s. A set of $1,000 golf-clubs, targeting the same audience, may only supply you with hang-abouts and actually fewer of your desired candidates.

If your group of decision-makers is more generic, then the app

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

opriate choice for the chance to win may be the chance at the golf clubs or the vacation getaway for two.

Remember, offering something for free is the key here. It must be free, regardless of the off

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

er. You’ll want to use that word free prominently in your offer copy.

The guaranteed gift is really a much stronger B-to-B pull, and so although you will get less response from this, you will find more q

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

alified prospects. Here you need to offer your decision-maker a gift that is related to your product, and promotes your unique solution to her problem. Check to see that your offer involves the followin

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

Professional from academic institutions, pharmaceutical industries, health care indust

What she will receive (for free).
What she needs to do.
How long she’ll be at your booth--5-10 minutes is about right.
The names of one or two salespeople fo

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

r her to talk to at your booth. Even if you have ten, this personal touch makes the invitation more appealing and increases the likelihood of your prospecting stopping by.

Your booth number--yes, e

.

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

hibitors sometimes forget this important tidbit.

If you are casting a wider net and want to attract referrers as well as decision makers, different techniques are required. We’ll cover those in

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

Companies that provide selfless information through particip

our third article on how to pre-promote your trade show.

Remember: People (customers and employees) + Package (your Face to the Customer) + Brand (who you are) = Marketing Success

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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