Advice You - Business

You as a business owner, and me as a copywriter, there is nothing better than having a control.

A c

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

ontrol is some marketing collateral that has proven itself successful at generating leads or driving

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

Examples of combination products may in

sales. Your sales presentation either face-to-face with, or without “PowerPoint” is a control. Yo

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

ur sales letter or lead generation letter generation that successfully brings in money or leads is a

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

control. You can have many controls in your marketing programs. For example your web site, brochu

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

Combination pro

res, white papers, or consumer awareness guides. Your winners, or controls, bring profits to your b

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

usiness, but are they really your ally.

As someone who seeks to write your controls I’d like to thi

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

nk so; but as a pure marketing technique, I know that thinking is wrong. In an interview by Joe Pol

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

ish with Richard Rossi, President of Learning Unlimited, his perception is that a control is the ene

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

my.

After hearing and thinking about it he’s right. The lesson from Mr. Rossi is that a control ca

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

n lead you into a false sense of security. The remedy for that is test, test, and test some more.

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

Following aspects would a

You can test variables in the same ad or you can test one ad against another and measure what works.

dd to the challenges in developing combination products:

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

Here’s a dramatic example:

Master marketer and copywriter Joe Sugarman tells a story that highligh

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

ts what a control cost his company. After six years of running a very successful series of ads he d

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

ecided to test a variable. By putting the offer of his full page magazine ads inside a broken dashe

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

d box to look more like a mail order ad he got a twenty percent increase in sales. Twenty percent!

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

Professional from academic institutions, pharmaceutical industries, health care indust

You might think that’s good until you stop and think his company had left twenty percent of sales a

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

nd resulting profits on the table for six years.

The cost of knowing is peanuts compared to the cos

.

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

t of the sales you may be missing. Don’t get comfortable with what ever marketing communications yo

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

Companies that provide selfless information through particip

u are using as controls. You’ll never know what they may be costing you. You control is your enemy

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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I once worked for a boss who was never wrong, never made a mistake or a bad decision. All you had to do was ask him. To his staff he was Teflon-man. Nothing stuck to him and everything came sliding toward us.

Undoubtedly technology has changed the way we think. The Internet has created a new channel to market but consider the failure of dot coms. The e-tailers of the world have suffered dramatic stock downgrades in spite of overall unprecedented growth rates. One of the major enlightenments realized by many dot.com companies who no longer exist (besides having a poor business model) is the fact that they lacked distribution experience

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