Advice You - Business

Most Americans like to be viewed as individuals. We don't want to be seen as "just like" anyone else, because we're not. So why do so many businesses adver

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

tise their services just like everyone else?

One theory is that most people don't study copywriting or hire a copywriter. They depend upon the folks at th

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

Examples of combination products may in

newspaper or the yellow pages ad salesman to tell them what should be included in their ads. They mistakenly believe that those folks are experts who will

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

help them build their business.

Of course those people have no knowledge of the business or what it offers -- and most of them have no training in marketi

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

g. Their business is selling ads, not writing good copy to fill those ads. So they advise you to do what everyone else in your profession does. It's safe,

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

Combination pro

fter all. Everyone does it.

The sad thing is, it doesn't help the business and it doesn't help the consumer who is looking for a specialist to solve a pro

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

lem.

I've been reading a lot about this problem lately, so just for fun I opened my yellow pages at random. I found pest control. Of 14 companies listed,

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

had some form of block ad. Each ad listed several varieties of insects and mentioned that the business is insured. Most displayed a picture of a spider.

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

wo companies were geared toward removing mammals, and that's where I found the only glimmer of individuality. Both listed a variety of animals, but one had

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

a subhead stating that they were bat removal specialists.

Then I opened another page and found a couple dozen professional movers. I found pictures of tru

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

ks, and copy that was almost identical on every ad. The only way to choose one would be to shut your eyes and point at the page.

My theory is that while e

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

Following aspects would a

eryone wants to be an individual, most people are afraid to be too different. Maybe they think their competitors will get angry if they say "I do XYZ bette

dd to the challenges in developing combination products:

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

than anyone else." Maybe they're afraid to mention a specialty for fear they won't be called for anything else. Maybe they're afraid they really aren't b

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

tter. Maybe they're afraid that customers won't respond to ad copy that stands out from the crowd.

I don't know the reason, but I do know that there's goo

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

news in it for you. If you take the chance to be different, you'll increase your response to those ads and grow your business by leaps and bounds.

So giv

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

it some thought. Think about what you do best. Consider your favorite part of your business. Where do you outshine your competition? What IS your specialt

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

Professional from academic institutions, pharmaceutical industries, health care indust

?

And what rule says your ad must list features instead of benefits? Copywriters spend hours working on one page of copy in order to bring out all the ben

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

fits of a product or service. Why? Because all customers want to know the answer to: "What's in it for me?" They want to know the benefits.

Before you pla

.

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

e your next ad take the time to think about yourself and your business. You're the expert who knows what you offer, so don't rely on someone who has known

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

Companies that provide selfless information through particip

ou for 5 minutes to tell the world what you can do.

Then allow yourself at least a couple of hours to write your ad. What you say really is that important

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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Before you decide to start your business selling products on ebay or any other online auction, do your homework and learn how to sell with auctions and earn a profit. It is possible that you can spend a bundle placing products for auction on ebay and never earn any profit unless you get the hard facts about how auctions really work.

Public relations (PR) agencies represent about half the total public relations budget of most companies. It is important that you hire a public relations firm that understands your financial prudence and has a working knowledge of your business. A public relations firm on same wavelength as your business needs, with independent thought processes, goes a long way in establishing a positive image of your company.

If you run a business, you are sure to have some customers who require a lot of follow-up before they pay you. Often you spend too much time and energy to collect money that is rightfully due to you. Giving this task to a collection agency will help you:

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Advice You - To Market your Small Business, Get Out of the Crowd

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