Advice You - Business

Want to know one of the biggest mistakes you’re making right now in your marketing? To be honest, it’s a very small mistake. But costing you BI

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

G money.

I’ve written copy for over 153 different industries. That’s why I can safely say you’re making this mistake right now. Doesn’t matter

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

Examples of combination products may in

what you’re selling.

Maybe it’s a product. Maybe it’s a service. Don’t care. The strategy I’m about to give you now WILL put thousands of doll

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

rs in your pocket for sure. And quite possibly tens of thousands. All depends on scale.

Here it is: hey, don’t you hate it when you tell your

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

rospect about what it is you do and sell, yet most of them don’t buy? Most conversion rates are 1% if you’re lucky. Doesn’t it piss you off? Yo

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

Combination pro

know your product or service is good. You know it works.

Yet, when you tell people about it in your marketing, most click off… or turn the pa

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

e. Aren’t you frustrated about WHY this happens?

One thing you need to realize is the power of words. Words can truly change you in an instant

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

Change how you feel. What you do. And where you go. Just a few words can make all this happen in a split second.

For instance, if I was to sa

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

these words to you, “Terrorists have just attacked.” 4 words only. Yet those 4 words cause an instant emotional reaction in you.

Powerful.

I

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

’s your words which are MAKING your prospects look elsewhere. It’s not your product. Your personality. Your looks … voice … education … past …

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

ocation … or any of those excuses.

It’s your words. Whatever words you are using in your marketing right now are telling the majority of peopl

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

Following aspects would a

e to look elsewhere. Think of your prospects like birds landing on a fence. It doesn’t take much to scare them and make them fly away. Well wha

dd to the challenges in developing combination products:

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

scares your prospects away is the words.

Right now your marketing is missing 2 words in particular. Just 2 words. And adding these 2 words im

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

ediately to your marketing WILL increase your sales.

Like to know what they are?

Write these down right now: “which means.” Now here’s what

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

I want you to do with them. I want you to take 15 minutes out from your day. Go to one of your marketing messages. Look for the section where y

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

u talk about your ‘features.’ Maybe it’s a section of bullet points. Or a few paragraphs where you talk about the features of what it is you se

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

Professional from academic institutions, pharmaceutical industries, health care indust

l.

Features are “WHAT IT IS.” But what the customer is looking for is benefits - “WHAT IT DOES.” And guess what pulls out the benefits in your

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

features? Those 2 little words, “which means.” Writing “which means” after any feature forces you to write down the benefits of your product or

.

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

service.

And like magic your marketing comes alive. It suddenly “talks” to your prospect. Tells them what they REALLY want to know. Go and loo

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

Companies that provide selfless information through particip

at some of your marketing right now. Then do what I’ve just suggested. You won’t believe what it will do for your sales.

Warmly.

Brett McFal

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 - One Of The Biggest Mistakes You're Making Right Now In Your Marketing

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