Advice You - Business

1. Be reader-centered, not writer-centered.

Many brochures, websites, and direct mail I see from nonprofits is focused on how great th

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

eir services, products and organizations are. Hello? Audience, anyone? Consider your reader thinking, "What's in it for me?" If you can, talk with some

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

Examples of combination products may in

f your current donors, volunteers, members and clients and ask them 1) why they chose you, and 2) what they get out of your product, service or giving.

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

HINT: To instantly make your copy more reader-focused, insert the word "you" often.

2. Focus on the benefits - not just the features.

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

The fact that your program, service or giving and volunteer opportunities offer a lot of neat features is great, but describing these features is not en

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

Combination pro

ugh. Focus on benefits - what the features do for your audience.

Let's say your organization provides health services to the uninsured and to Medicaid

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

and Medicare patients. Feature/ benefit sets to incorporate into marketing materials might include:

Feature: Access to healthcare services for everyone

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

Benefit: You'll be healthier, feel better and have more energy. As a result, you'll miss less time from work and family responsibilities.

Feature: Ap

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

ointment times guaranteed within 15 minutes.

Benefit: You have to take off less time from work and can accurately predict when you'll return.

Feature:

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

Medical staff is skilled in environmental health problems in the local community.

Benefit: Peace of mind. You can rely on the medical team's skill in d

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

agnosing and treating health issues that are unique to your community.

3. Draw audiences in wi

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

Following aspects would a

th a whammo headline.

The first line your reader sees means the difference between success and failure. Today's promotions are typically cleve

dd to the challenges in developing combination products:

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

headlines that play on words. They're cute, but most of them aren't effective. There are many ways to get attention with a headline, but it's safest to

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

appeal to your reader's interests and concerns. And again, remember to make it reader centered. That's what counts.

Blah: "Nonprofit Leadership Center

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

Offers Unique New Accounting Training Program."

Better: "Turn Your Nonprofit's Finances Around in 60 Days!"

4. Use engaging subheads.

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

Like mini-headlines, subheads help readers quickly understand your main points by making copy "skimmable." Read through your copy for your main promoti

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

Professional from academic institutions, pharmaceutical industries, health care indust

onal points, then summarize those ideas as subheads. To make your subheads engaging, it's important to include action or sales elements.

Bad: "Our Orga

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

ization's Success Stories."

Better: "Meet Three Clients Who Won Their Legal Battles With Our Help."

5. Be conversational.

Write to 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

ur audiences like you talk to them. Don't be afraid of using conversational phrases such as "So what's next?" or "Here's how you can join today." Avoid

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

Companies that provide selfless information through particip

ormality and use short, simple words. Why? Even if you think your copy can't be misunderstood, a few people won't get it or take the time to decipher 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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