Basics Of Trade Show Displays For Pharmaceutical Companies

Basics Of Trade Show Displays For Pharmaceutical Companies

A pharmaceutical company faces many unique challenges when it seeks to create a convention presence. First, it is difficult to appeal to a broad base of clients when all the most important information is so technical. Additionally, it is difficult to communicate that information in an exciting way. Finally, companies are required to include all relevant warnings, which makes it even more challenging to get visitors interested in the product. Overcoming and minimizing these problems is key to success.

Getting Visitors To Love Your Product

This is the goal of all good trade show displays, but it's more important for you. Most other exhibitors have a product that's naturally attention getting. It's easy to explain, and the benefit to people can be seen on the day of the show. You have to compensate for that with testimonials and other descriptions of your medicine's capabilities, since you can't give out free samples or let people test the product like others can.

Your best plan is to have people circulating in your trade show displays who have actually used the product. They might be the people who were involved in the testing, or they might be others who have used the product since its release. The key here is that they are invigorated and energized, and they know your product inside and out. They don't need to explain the science of it. They put a human face on your laboratory work.

Handling The Warning Labels

Even the best products have some risks; that's just how it goes with pharmaceuticals. Even the most minor risks can be off-putting to a potential client, so you want to minimize them as much as possible. However, you're also required to keep them prominently displayed so your customers are aware of any possible risks.

Many companies find success in distributing the information on a pamphlet rather than solely relying on their table top displays. The pamphlets can hold a detailed description of the benefits as well as the risks, making all the risks more palatable. Never violate any warning requirements imposed on you, but otherwise ensure that everywhere clients see the risk, they can also find information about the rewards.

Describing Technical Information Without Making Your Trade Show Displays Uninteresting

The idea here is to keep everything short. Unless you're presenting to a technical crowd, people don't need to know the chemical formulas that led you to discover this drug. They might be interested in the process that went into it, but they're not scientists - chemical names won't interest them.

Instead, focus entirely on the human interest parts of the story. Include testimonials by product users. Tell people how your product will help them live a better life. Pharmaceuticals are all designed to improve a condition which would otherwise be painful, uncomfortable, or perhaps life threatening. Anything with that much power has a great story to tell, and one that anyone can relate to. Avoid losing that story behind technical jargon that will just confuse your visitors.

If you avoid jargon, put a human face on your product, and design your portable displays with care, you'll see great results in front of a technical audience and when presenting to laypersons. The key is to always promote the benefit of the new medicine - that's the human touch that will lead to success.

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