Advice You - Business

Clayton is great; I subscribe to his newsletter, and I love every issue.

But Eugene Schwartz explains in two ways why certain times, a big

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

benefit headline will flop…”Why Haven’t TV Owners Been Told These Facts” outpulled “Fix Your TV By Yourself” type of headline.

First, the c

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

Examples of combination products may in

omment of Patrice is on target. Telling the customer not to do something or not to buy something implies revealing some secret or new inform

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

tion (benefits) to the reader…therefore the headline : ” Why this or that doesn’t work” addresses the reader’s skeptism, confirms his doubt,

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

and tells him :”Here’s a chance to know for sure why this or that doesn’t work” and this chance is a BENEFIT.

Second, in Breakthrough Adve

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

Combination pro

rtising, which I guess most of you must be familiar with, Gene Schwartz talks about market awareness and market maturity and life cycle of m

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

rkets.

I think the power of benefit headlines is tied to the market awareness in these ways: is the customer aware that he can have the ben

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

efits you’re offering, is he prepared to believe the benefits you’re offering? If the prospect is not aware of the benefit, that the benefit

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

can be obtained, if he is not aware of the need, but only feels that there is a general problem, a benefit headline might not win against a

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

“Skepticism Headline” or ” questioning the status quo headline”.

Second, market maturity explains why benefit headlines become impotent. If

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

200 products are being presented using the same benefits (super-generous guarantee,outselling everybody else, offering employee discount,or

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

Following aspects would a

other performances or offers…etc), after a certain time the benefits will be common ground and 1)they will have less impact on the reader 2

dd to the challenges in developing combination products:

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

no company is really offering something different.

Claude Hopkins says something similar about market maturity, in My Life In Advertising.

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

Basically, if everybody is screaming that their beer is pure, then nobody is really making a favorable impression on the beer drinker…the be

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

er drink has grown accustomed and tired of the same old claim of purity. The claim of purity has lost its power.

Therefore the maturity of

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

he market (how many products have been presented to the prospect, how many wild, and wilder claims have been presented to him, how much of t

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

Professional from academic institutions, pharmaceutical industries, health care indust

hese wild humongous benefits is he willing to accept or reject)…the maturity of the market explains why Benefit Headlines would not work on

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

a SPECIFIC PRODUCT at a SPECIFIC TIME.

I hope I was clear: Level of Awareness on the Part of The Prospect and Market Maturity can tell you

.

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

hy a Big benefit headline will flop. If I were not clear, please get yourself a copy of Breakthrough Advertising, anywhere you can, anyway y

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

Companies that provide selfless information through particip

ou can.

Benefit Headlines will not work for a specific product at a specific time of the product life and the market maturity.

Swans G Pau

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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