Advice You - Business

Creating great creative is one thing. Knowing how to present creative ideas is anot

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

her...but a HUGE part of your daily life in advertising as a copywriter.

Okay, here's one

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

Examples of combination products may in

of the biggest presenting skills you're going to need to learn, AND FAST...

...make 100%

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

sure, from day one, that you VARY YOUR PRESENTATION ORDER. Make sure that you NEVER go in

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

ront of the same people twice with the same order of work.

Meaning...NEVER present the wo

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

Combination pro

k you want to sell first and then show the rest of your concepts. NEVER show your favorite

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

work always in the middle of your entire group and make people pick it out for themselves

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

And NEVER put your best work at the end and present it last every time.

Why? Because the

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

minute your bosses and your clients 'know what's coming,' you're dead. They'll be able to

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

see through you and see your agenda.

You never want that to happen.

You want the people

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

ou are presenting to TO BUY THE CONCEPTS THEY WANT TO BUY, NOT THE ONES YOU ARE TRYING TO

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

Following aspects would a

SELL. If the people you are presenting to can smell which ad or spot or commercial campaig

dd to the challenges in developing combination products:

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

YOU are trying to push...they will usually not go that way.

You have to remember that yo

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

ur agenda is your agenda. The clients' agenda is making sales.

Massive difference.

And t

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

e sooner you understand just how big a deal this is, the faster your becoming a copywriter

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

efforts will pay huge dividends.

Let me repeat, because I only WISH I had known this secr

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

Professional from academic institutions, pharmaceutical industries, health care indust

et before I started my career. Vary your work every time. Keep people guessing (especially

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

your clients BUT INCLUDING your Art Director.)

Using this tactic will also keep you 'fres

.

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

her' as a presenter as it will FORCE you to vary your intensity of HOW you present each pi

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

Companies that provide selfless information through particip

ce.

You'll do well once you know several unique ways how to present creative ideas.

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 - How To Present Creative Ideas: Part 1

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