White Guide and Orange Guide Formatting Project - Pfizer

Orange Guide – Chapter 2: Detailing to HCPs
All exhibit and display requests must be reviewed and approved by your Manager and submitted to
your designated Program Activity Coordinator (PAC) for processing and approval through Interact. You
should submit requests to the PAC at least 21 days prior to the date of the event. It is not permissible to
participate in an exhibit or display if you have not received prior approval. In evaluating an exhibit or
display request, Pfizer will ensure it is paying fair market value for the opportunity. If other companies
are displaying their products, you should confirm whether such other exhibitors are being charged
comparable amounts for the same type of space (it is also acceptable if all exhibitors are being charged
the same fee but Pfizer has negotiated to pay a discounted rate). Often the event brochure will list the
levels of exhibit and display opportunities and describe the space and services that are being purchased
at each level. This type of brochure should accompany your exhibit or display request because it helps
to validate the fair market value of the exhibit opportunity. Some factors to consider when evaluating
whether there is fair market value for an exhibit or display opportunity include the following:
The number of people the display opportunity will reach (i.e., the size of the audience);
Whether the intended audience is generally difficult to access outside of the display
opportunity;
The size of the table/booth and number of colleagues who can work the table or booth;
The length of time given to Pfizer to engage in promotional discussions with event attendees;
The physical location of the table or booth in relation to those attending an event;
Availability of electricity or internet/computer connections; and
Whether setup and cleanup are included with the exhibit and display fee.
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Rev. 09/12
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