Advice You - Business

Copywriting can seem overwhelming for some. Some do not even know how to begin. Here are a few tips to make it a little easier.

Before y

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

ou begin your copywriting, here’s what you should do.

First, take a piece of paper and list down what you think are the needs and wants

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

Examples of combination products may in

of the parents are. It’ll probably be somewhere along the lines of a trustworthy caregiver to care for their child or a daycare centre th

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

at is near their house, a clean and hygienic daycare centre or even a daycare centre that is affordable. We’ll call this List A

With tha

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

t in mind, list down the things / services that you possess which you think will be able to meet those needs and wants. For example, a go

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

Combination pro

d track record or it is a new centre or you offer the lowest rates in the neighborhood. That will provide you with the foundation to star

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

t your draft. We’ll call this List B.

Traditionally, advertisers use the AIDA (stands for Attention, Interest, Desire and Action) model

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

as a guide to generate highly successful advertisement copy. It is fairly simple, once you get the hang of it.

“A” stand for Attention.

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

There should be an element in the copy whose job is to capture the audience’s attention. It usually is the headline or a photo/graphic. I

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

t should be arresting and should entice the potential parent to want to read more. The headline can be anything which you think will capt

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

re the attention of the reader. It can be in the form of a statement or a question. For example, you can use “The cheapest daycare charge

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

Following aspects would a

s in Town A” as a headline or “Are you looking for a cheap and reliable daycare centre?

"On the average, five times as many people read

dd to the challenges in developing combination products:

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

the headlines as read the body copy. It follows that, unless your headline sells your product, you have wasted 90 percent of your money."

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

David Oglivy

Therefore a headline is extremely important.

“I” stands for Interest. The copy of the advertisement should aim to gene

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

rate the audience’s interest. It should address their concerns / needs or provide them with a solution to a problem, using the informatio

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

gathered from List A as well as List B.

“D” is for Desire. The next step is to get them to “buy” into your idea / product and really wa

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

Professional from academic institutions, pharmaceutical industries, health care indust

nt the product. There should be a hook / bait such as testimonials, free gift, or even a time based discount etc.

The final and most imp

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

ortant step - Action. Many advertisements miss this out. After telling your audience how your company is going to solve their problems, y

.

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 need to tell them what to do next. Do you want them to call a hotline to make an appointment or come down to see your open house or br

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

Companies that provide selfless information through particip

ing this advertisement for a free gift. Don’t leave them hanging. Close the copy by telling them what to do.

Good luck and happy writing

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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