Advice You - Business

As a PowerPoint user, it is sometimes necessary to accurately translate a company's marketing collateral to slide format. Often, this infor

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

mation arrives in the format of a company brochure, or copied blurbs from the website, or a long Word document bogged down with New Age sal

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

Examples of combination products may in

es jargon and irrelevant "stuffer" copy.

It is your job to find the needles of information in the haystacks of hype, to reduce lengthy par

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

agraphs to mere phrases, to provide your audience with only the information they need to know. Brevity is your goal, bullet points your cra

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

t.

When tackling these projects, which can be nothing short of arduous for lengthy documents spread across multi-page presentations, there

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

Combination pro

are some best practices and tactics to make your life easier and the final product better.

1. Read the content several times. Sometimes i

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 takes a few takes to understand exactly what is being said, especially if the copy is technical in nature. This step is especially critic

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

al for freelancers, who might not be as familiar with the corporate messaging as an in-house designer or marketing support person.

2. Prin

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

the document out and read it from paper. This can help comprehension, and makes it easy to highlight passages or make notes.

3. Highlight

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

key passages. Look for "power words." These are the words or phrases that pop off the page, are descriptive, and reinforce the message wit

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

h color and purpose. Use these words in your PowerPoint slides. For instance:

"In the past year, the company sales team has achieved a ten

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

Following aspects would a

percent increase in numbers, well beyond initial projections. Leveraging our recently implemented database, profit margins continue to ris

dd to the challenges in developing combination products:

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

despite several personnel additions and our office expansion initiative."

Could be:

* 10% in sales over last year
* Better than pro

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

jections
* Profits rise despite expansion

4. Bullets are always better than full sentences. They are punctual and easy to digest. Nev

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

er use full paragraphs unless you specifically want your audience to not read what you have to say.

5. Trim copy to get to the core messag

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

e. Eliminate frivolous and clich?d marketing speak like "leverage existing technology" and "innovative solutions." These weak strings of bu

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

Professional from academic institutions, pharmaceutical industries, health care indust

zwords barely meant anything when they were first published, and the only response they elicit now is the glazing over of your audience's e

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

yes.

6. Find the numbers and take advantage of them! People like to see numbers -- they are easy facts to understand, and give meaning to

.

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

ambiguous phrases. It is always better to say "Our sales this month are 25% more than a year ago at this time" than "Our sales have increas

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

Companies that provide selfless information through particip

ed over the last year." Also, use actual numbers like "25%" rather than "twenty-five percent." It saves space and gives the text more punch

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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Know your past achievements. An achievement is something that excited you, gave you a feeling of pride, something that you enjoyed doing. Each achievement is made up of factors that have made you successful: creativity, for example, or management, directing, leading, or selling.

A professional services firm, just like other types of businesses, needs to develop a strong brand and a favorable impression in the minds of prospects, clients and stakeholders in their business. In smaller professional service firms, there are limited financial resources for advertising as a primary branding vehicle. Therefore, as strategic approach is imperative to maximize the impact of available resources to rand your professional services firm. How do you influence your market in a strategic way that produces a favorable image of your firm in the minds of your prospects, clients and stakeholders? Your strategic thinking business coach recommends the following strategic approach.

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