Advice You - Business

Everyone goes through an CLCE (crappy life-changing event) from time to time. Usually, CLCEs occur in palatable bite-sized chunks. Sometimes they cluster, like tiny metastatic tu

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

mors.

This month presented an intricate clusterlike formation for me. I had to move to Oakland at short notice, my dog nearly got me evicted from my new place, and I've been get

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

Examples of combination products may in

ing parking tickets daily because I don't have a neighborhood permit.

But this article is not about my problems. Rather, it's to demonstrate how CLCEs shape our decisions, and h

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

ow you can use them to craft better copy.

You see, dwelling on problems is the secret to marketing greatness.

The Myth of Positive Thinking
Remember the last time y

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

u described a personal problem to a friend, and they immediately suggested a solution? Worse yet, they told you to "Cheer up!!" or to "Get a hold of yourself!"

Nothing is more i

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

Combination pro

ritating than not being understood. When you're in pain, you want empathy. So why do so many companies make this mistake in their copy?

Every once in a while, a client comes alo

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

ng who changes every spicy, catchy, compelling sentence into a fluffy, weak, runny one. It's a result of a widespread marketing myth: Positive Thinking Works!

I understand the u

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

ge to put a happy spin on everything. I myself feel its magnetism. Who doesn't like bright, sunny weather, smiling children, chocolate chip cookies, and the tiny pads on kittens'

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

feet? Who doesn't want MORE happiness, MORE laughter, MORE money?

But statistically, negativity gets better results. You need your copy to zero in not on happiness, but on somet

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

hing a little closer to the heart. Your prospect's problems.

Imagine this:

You're in the midst of an IT crisis. Your entire e-mail server is down, you missed a critical phone c

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

ll because your VOIP phones are connected to your server, and you've been on hold with the support desk for 40 minutes. You're ready to switch vendors now. But you're afraid of g

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

Following aspects would a

tting burned again. Do you really want to read the following first sentence on a vendor's website:

"We are a leading provider of IT solutions. We partner with you to drive your

dd to the challenges in developing combination products:

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

competitive advantage and product salability, increase customer satisfaction, and cut costs."

That sentence tells the reader exactly nothing about you. Anyone could say it.

Her

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

's a rewrite that focuses on the problems.

"How much are poor IT services costing your company?
High maintenance costs
Low customer satisfaction
Lost sales opp

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

rtunities
Fortress solves IT problems in your company...and keeps them from happening in the first place. Driving your competitive advantage and product salability, increas

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

ing customer satisfaction, and slashing bottom-line costs."

Which version would make a harried IT manager like you actually pick up the phone?

The truth is, people don't want y

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

Professional from academic institutions, pharmaceutical industries, health care indust

ur products and services to make them happy. They're too busy thinking about their problems. Everyone promises happy outcomes. Therefore, happy outcomes tell nothing. Happy feeli

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

gs do nothing to differentiate you from everyone else. We tune out.

The only way to break through these walls is to empathize with the reader. And the most powerful way to build

.

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

a connection with a reader is to speak directly to their problem. If you can describe that problem (and particularly if you can do it in a way that makes them smile), then you'r

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

Companies that provide selfless information through particip

in. You can then describe your approach to fixing the problem.

Next time you write your marketing messages, focus on the negative. It's truly the best way to get a happy ending

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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As a recruiter in the restaurant industry, I see candidates or job seekers do stupid things in the interview all day long. Obviously, we all have an idiot gene hidden in our bodies waiting to emerge somewhere down the road. If you really want to be an idiot and NOT get that new position or career opportunity you dream of follow these actions.

Have you ever been caught up in the vicious cycle of wanting more? If you have ever thought that what you have is not good enough, that you want more, that you are insatiable, then this series of articles will stop you in your tracks and change your life forever. In an unusually vulnerable style, Chuck Gallagher brings home the consequences of the decisions he has made in his attempts to build the great American dream for him and his family. You will never forget this dramatic story filled with success and failure, ethics and illusions, and consequences and choices.

If you want more innovation in your organization, you need an experimental mindset. Read this article to learn how to create that mindset in your organization.

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