Advice You - Business

Successful sales people dress their best when in front of prospects. And so do successful sales letters. Here are some tested sales letter design an

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

d layout tips, some of them from direct mail designer Ted Kikoler, and excerpted from The Lead Generation Handbook by Bob Bly.

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

Examples of combination products may in

ONTS

Use a serif typeface for the body. A popular choice is to set the body in Times Roman and the headlines and subheads in Helvetica

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

bold.

Type the body of the letter in black. Use an accent color for subheads if you wish.

To add emphasis to your headline, make

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

it bold, a larger point size than the letter, and center it.

Make sure your typeface is large enough for your readers.

MAR

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

Combination pro

GINS

With a standard 8 ?'' x 11'' letter, set your margins at one inch on all sides.
Make the right-hand margin "ragged rig

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

t" (also called "left justified"; never justify it).

INDENTATIONS

Indent all paragraphs five characters.
Fo

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

r block quotes and other copy that you want to highlight, indent the entire paragraph by 10 characters on each side.

PARAGRAPHS

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

Keep your first sentence and first paragraph short.
Limit all paragraphs to seven lines.
Single space the letter.

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

Put one blank line between all paragraphs.

Never end the last sentence on the page with a period. Always break the sentence in two

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

o that the reader must turn the letter over and keep reading.

Do not add "Over, please" to the bottom right. That's patronizing.

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

Following aspects would a

l>

SUBHEADS

If you want your letter to look like personal correspondence, do not use subheads.
If using subheads, cente

dd to the challenges in developing combination products:

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

them and make them bold.

Do not set subheads in all caps.

EMPHASIS

Use emphasis sparingly. If you emphasiz

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

e everything you emphasize nothing.

Underline words or phrases that should be emphasized.

If you have facts to present, render t

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

em as a bulleted list.

If you have a number of points to present in order, render them as a numbered list.

THE END

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

Shorten the first name of the writer to sound friendlier and to close the gap between reader and writer: Bill sounds better than William, Ka

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

Professional from academic institutions, pharmaceutical industries, health care indust

hy sounds better than Kathryn.

Make the signature legible.

If you are mailing small quantities (say, a few hundred at a time), p

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

rint the letter without a signature, then sign each one individually with a blue pen. This creates a look and a feel very close to a personal letter

.

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

Indent the entire body copy of the P.S. by five characters so the letter's P.S. stands out.

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

Companies that provide selfless information through particip

reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the Author" message)

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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