Advice You - Business

When you are writing copy or preparing a sales presentation you need to be very careful about the words you choose. The wron

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

g word can instantly turn a prospect off, whereas the write ones will lead to greater success. It’s easy to speak without 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

inking, but when you depend on your message to put the bread on the table you can’t afford not to pay attention to what you s

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

y.

Anybody who has done an extensive amount of selling will tell you there are certain words that help seal the deal and oth

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

ers that will kill the deal. For instance, whenever you have contract that needs to be signed refer to it as an agreement.

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

Combination pro

Legal documents and contracts scare people but agreements are different. It is the same thing with the price of your product

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

or service. People don’t like to “pay” for anything, but if you ask them if they want to invest than that is a different st

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

ry.

I can remember one amazing real world example of this. There was a marketing company producing some kind of product tha

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

t helped take the hassle out of your marketing efforts. In a mailing they did they used the headline “Put Your Marketing On

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

utopilot!”. While there response was good, they did some testing and made a one letter change that improved response dramati

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

cally. Can you guess what it is …? They changed the headline to read: “Puts Your Marketing On Autopilot!”. Now why would s

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

Following aspects would a

uch a simple change boost response? Because the word “Put” implies that you have to do something, whereas “Puts” implies tha

dd to the challenges in developing combination products:

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

something is done for you – a minor change and a huge difference.

Whenever you describe your products and services you want

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

to couch them in language that implies quality, value, and above all ease of use. Here are some bad words to avoid when you

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

write copy: cost, price, complex, learn, work, earn, deal, but, worry, difficult, decision, liability, obligation, hurt, deat

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

h, failure, and sell. If you notice, these words all imply some kind of negativity or at the very least effort when your pic

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

Professional from academic institutions, pharmaceutical industries, health care indust

ure them. Now, here are some words to make sure you use when writing sales copy: experience, get, love, proven, value, fun,

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

and, trust, deserve, new, right, discovery, safety, and profit. Each of these words carries a positive mental picture when

.

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

ou think of them. If you focus on eliminating these negative words from your sales vocabulary and replace them with positive

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

Companies that provide selfless information through particip

ones you will see your closing percentages increase. Words matter. What you say is at least as important as how you say it

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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There are many sites that offer to provide free background checks. Usually these free searches offer basic information that is publicly available already such as yellow page or white page information or anything that is already published on the net.

There are vastly more entrepreneurs seeking start-up funding than there are available funding sources and investment pools. This is a fact. And yet, 499,000 incorporations occurred in 2005 without the cover of an investment funding commitment. Many of these new businesses will fail. Nevertheless, the urge to seek the fulfillment, financial security, freedom and the satisfaction of overcoming the odds still drives us to try.

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Advice You - Words In Copywriting and Sales – The Value of One Word Versus Another

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