Advice You - Business

Customer Focused Headlines

Grabbing a customer's attention often begins by making 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

e reader feel the copy was written specifically for them. Do this by leading with a problem

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

Examples of combination products may in

that is relevant to the reader.

For example: "Is your new business keeping you up at night

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

" "Are you tired of boring workshops?" Another twist on this approach is to define the au

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

ience - "For all small business owners who...." In each case, the reader identifies with th

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

Combination pro

headline and is more likely to continue.

Urgent News

If you have something new, pr

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

mote it in your headlines. Words such as "Introducing" or "Announcing" or "New" are strong

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

in headline copy.

You can also use your headline to create a sense of urgency. Date orient

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

d terms such as "Beginning" or "On" and price oriented terms such as "Only" or "Reduced By"

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

encourages readers to pay attention.

Long, Relevant Headlines

A headline does not n

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

cessarily have to be short. As a matter of fact, a long, well written, interesting headline

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

Following aspects would a

is perfectly acceptable - if it grabs attention and speaks to the reader.

A terrific examp

dd to the challenges in developing combination products:

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

e of a long, effective headline was written by advertising expert David Ogilvy. He consider

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

the following to be one of his best headlines:

"At 60 Miles Per Hour The Loudest Noise In

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

The New Rolls Royce Comes From The Electric Clock" It's long, yet, it holds the attentio

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

of the reader because of the dramatic twist. In one line, Ogilvy managed to connect the co

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

Professional from academic institutions, pharmaceutical industries, health care indust

pany name to a clear buyer benefit - Rolls Royce - Quiet Ride!

Leave the Best for Last<

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

>

Many people will read only your headlines, so it is tempting to lead with your company n

.

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

me. However, if you haven't captured the reader's attention, you haven't earned the right

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

Companies that provide selfless information through particip

o present your name. Use creative headlines to encourage the reader to find out who you are

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 - Long and Short Headlines

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