Advice You - Business

Do your marketing materials make people stop, read and take action?

Even in today’s tech-savvy world information is sprea

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

d through the written word. Customers have to know what your product, service or idea can do for them—or they won’t buy.

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

Examples of combination products may in

o whether you’re writing brochures, Web text or anything in between, you need clear, concise, benefits-oriented copy that

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

eally sells.

Sounds easy, but you’re not sure where to start? Just follow these seven simple guidelines to begin writing

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

ords that sell.

1) Know Your Audience
Before you can sell someone a product, you have to know who they are, what th

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

Combination pro

y do, and what their problems are. Why? Because the best way to attract someone’s interest, and business, is to show them

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

ow you can solve their problems. So begin by describing your target market, and their needs, in two or three sentences. Th

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

s will help you keep your writing focused.

2) Grab Their Attention
Create relevant headlines that are short and to

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

he point. Once you understand your audience and their main motivations—from spending more time with family, to increasing

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

evenues—you can tailor your headlines to appeal directly to their needs or goals.

3) State Ideas Clearly
Avoid cut

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

or overly clever wordplay. You might get the joke, but if readers have to work too hard to understand what you are saying

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

Following aspects would a

, they probably won’t read further. Instead, concentrate on writing clear, concise sentences that are easy to read.

4) A

dd to the challenges in developing combination products:

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

oid Visual Overwhelm
Keep paragraphs brief and most sentences short—18 words or less. And don’t list more than three

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

tems in a sentence or paragraph. Create a separate list of eye-catching bullet points instead.

5) Add Oomph
Wheneve

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

possible, choose powerful action verbs over static verbs. For example: use act or acting instead of “to act”, grab or gra

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

bing instead of “to grab”.

6) Sell the Benefits
Promote benefits, not just features. Features are the specific deta

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

Professional from academic institutions, pharmaceutical industries, health care indust

ls of your product or service: what it’s made of, how fast it runs, etc. Benefits are what these features can do for your

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

ustomers. Try this exercise: make a list of features, then for every feature, ask yourself, “So what? What’s in it for me?

.

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

The answer is the benefit.

7) Ask for the Sale
Don’t forget a call to action. Invite customers to call you, includ

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

Companies that provide selfless information through particip

a limited time offer, or provide a free service or item. Always include your contact information with your call to action

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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