Advice You - Business

Every good copywriter knows that before you begin to write an ad, you first consider your target market.

You determine who they are and what they d

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

ream of, hope for, and fear. Some of the best advertising is written to appeal to the hopes, dreams, and fears that they don't even consciously admi

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

Examples of combination products may in

!

For instance, consider a young mother who is about to purchase a new vacuum cleaner. She will obviously look at features such as durability and e

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

se of use. She may be focused on price. But if you can convince her that your expensive model will do the best job, she may decide to spend more mon

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

y. Why?

Let's assume that she has a young child who crawls on the floor. So you can assume that her motivation is to keep it as clean as possible t

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

Combination pro

keep her child healthy. Yet, she knows plenty of other young women whose floors are filthy and their kids are fine. So the real reason might be to

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

rove she's a good mother or perhaps a better mother than someone in her circle of friends or family.

Who is she proving it to? Herself? Her mother?

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

Her sister? Her friends?

But what if common sense tells her that a vacuum at half the cost will do the job just as well? Will she spend the extra

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

oney to impress someone? And will they be impressed because she has the extra money or because she's such a good housekeeper that she'll sacrifice o

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

her pleasures to buy this expensive cleaning tool?

Obviously you can't come right out and say "Your friends will be jealous when you buy this machi

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

e," but you can drop enough hints to make sure she gets the message.

Next time you want to stir up a controversy and elicit some laughs at a party,

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

Following aspects would a

try debating why a certain group of people is interested in and will buy a particular product.

State the obvious first, and then ask "Because?" Go

dd to the challenges in developing combination products:

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

o How to Write Advertising that Sells and find the true motiv

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

tion behind one customer's purchase of an expensive exercise machine.

Then try using the same machine to figure out why a different prospect would

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

purchase. Will you come up with the same answer? Maybe, but maybe not.

Every product sold has some emotional reason why people buy. If you don't be

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

ieve that, try thinking of just one that doesn't. Think of how you feel if you need that product and it isn't there, and you'll realize the emotion

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

Professional from academic institutions, pharmaceutical industries, health care indust

hat makes you buy.

Emotion drives the sale, but logic justifies it. So don't forget to include some concrete, defendable reasons why your prospect

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

hould buy.

In the case of the expensive vacuum cleaner, it might be long-term cost:

This is a sturdy machine that will hold up through yea

.

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

s of use.

This machine is bagless... it will save hundreds of dollars over its lifetime.

I can buy this on time at zero percent interest

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

Companies that provide selfless information through particip

l>

Use your imagination, come up with all the reasons for people to buy, and then target your ad toward the reasons you think are most motivational

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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