Advice You - Business

I’d like to ask you two questions. Your first question: How many times have you begun reading a brochure only to think to yourself “That’s nice. They sure do a lot” and then thrown it awa

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

y?

Now, for your second question (and this is only for those brave enough to answer it.)

And how many times—do you think--has someone begun reading YOUR brochure only to think to themselve

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

Examples of combination products may in

s “That’s nice. They sure do a lot” and then thrown it away.

(If you were brave enough to answer the second question truthfully,chances are, there were more times your brochure was trashed

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

than you would want.)

And you’re not alone. Most brochure writers – and those who hire them – think that the way to attract customers is to prove to those customers that you’re the greatest

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

company that ever walked the earth. And so the brochure copy goes on, and on, and on, about “Established in the year 2 AD, our company has been on the cutting edge of—blah-blah, blah-blah,

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

Combination pro

blah . . . .”

Bor-ing! Wouldn’t you agree? I mean, really, who wants to read some pompous prose about all the accomplishments of XYZ Company from time immemorial? In the back of your mind y

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

ou’re probably saying, “So what? What’s in it for me?”And if you’re saying it . . . perhaps your prospects and customers are saying it, too.

Frightening, isn’t it?

But before you go wrappi

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

ng fish in all those brochures sitting in your office, vowing never again to mention the word “trifold” as long as you live, let me share with you a marketing copywriter’s secret that will h

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

ave you reeling in your prospects.

And that is knowing the difference between features and benefits.

You see, when most brochure writers – and the people who hire them –think “our brochure

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

” they immediately think “Of course it’s about us.” And they begin writing all that long-winded, self-congratulatory, stuffy, pompous prose that really does work better wrapping fish than re

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

ling in prospects.

That's because that “blah-blah-blah-blah-BLAH” prose contains "features.” What a “feature” is, is what you do. For example, in the brochure for Joe Blow Plumbing, it says

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

Following aspects would a

: “we fix leaky faucets.” That’s a feature. And that’s information, but it doesn’t connect with what the prospect needs. It doesn’t tell the prospect why it’s important to “fix faucets.” And

dd to the challenges in developing combination products:

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

, even more important, it doesn’t meet the prospect’s needs, it doesn’t solve the problem for them. It doesn’t relieve their pain.

So, instead of saying “we fix leaky faucets” Joe Blow’s br

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

ochure should begin by saying something like “Your leaky faucet means your money’s going down the drain. Don’t waste another nickel. Call us.” Or, an even better example (if this is truly a

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

fact.) “For every minute your faucet leaks, you’re sending 5-cents down the drain. That means you’re wasting $3.00 an hour and $72.00 a day. So don’t waste another nickel . . .”

The last tw

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

o examples are “benefits.” And you have just witnessed the magical transformation from “feature” to “benefit” and that transformation is powerful.

This is what Joe Blow’s brochure – and you

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

Professional from academic institutions, pharmaceutical industries, health care indust

rs – should be packed with –piled with benefit, upon benefit, upon benefit.

Even when you have to briefly talk about your company’s expertise, always frame it in terms of benefits.

So to u

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

se the Joe Blow example again. Instead of simply saying: “In business for 50 years” implying your expertise and leaving the reader to say “That’s nice”,Joe Blow’s brochure should say somethi

.

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

ng like “By hiring us, you get our 50 years of expertise. So we really know how to fix your leaky faucet, fast.”

See the difference? You are providing them with important information about

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

Companies that provide selfless information through particip

your business, but you’re doing it in terms of benefits.

So that’s the one thing your brochure absolutely, positively, most definitely needs—it needs to be benefit-driven.

(c)CSC Group, LL

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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Advice You - Business Brochure Writing: The Importance of Benefit-driven Copy

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