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Advice You - Five Words to Never Use in an Ad
Google the term "magic advertising words" and you'll instantly get over 8 million results. But caveat emptor -- don't buy into everything you read, because your prospective buyer certainly won't.
From the time marketing began, there has never been a shortage of se
From the time marketing began, there has never been a shortage of se
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
lf-appointed experts who claim to have identified the words that will unlock your customers' wallets. In the Internet age their advice is even easier to come by. They promise that words such as "you," "guarantee," "easy," "limited-time," and the old standby, "free,
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
" will generate surefire results. If only it were that simple.
As a smart business person, you probably know that there are no such things as magic words, particularly in a culture that has been saturated with advertising. But there's something else you should kno
As a smart business person, you probably know that there are no such things as magic words, particularly in a culture that has been saturated with advertising. But there's something else you should kno
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
: Not only do magic advertising words not exist, several of them actually work against you. And chances are, you're using at least one of them in your advertising now.
Brace yourself. Here are five of the advertising words you should never use:
Quality
Th
Brace yourself. Here are five of the advertising words you should never use:
Quality
Th
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
is may be the most overused word in advertising, which is the primary reason why you should stay away from it. What exactly does "quality" mean? In a Lexus, it may mean hand-crafted finishes, supple seats, or a smooth ride. In a Hyundai, it's more about the extende
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
d warranty than anything.
The point is this: every product worth buying is a quality product. It may be high-priced quality or it may be low-priced quality, but it's quality either way. That means every company believes it can use the word "quality" in its adverti
The point is this: every product worth buying is a quality product. It may be high-priced quality or it may be low-priced quality, but it's quality either way. That means every company believes it can use the word "quality" in its adverti
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
ing. Too many have, and as a result, now it has become just seven empty letters.
Value
Like quality, value has been ruined by overuse. Go back to the Lexus and the Hyundai examples -- which car is the better value? It depends -- on the buyer, on the purcha
Value
Like quality, value has been ruined by overuse. Go back to the Lexus and the Hyundai examples -- which car is the better value? It depends -- on the buyer, on the purcha
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
se occasion, and on what features and benefits value is being judged. Both vehicles are good values depending on the purchase context.
Or take another industry, retail: Wal-Mart provides good value, but so does Tiffany. Value, like quality, is in the eye of the be
Or take another industry, retail: Wal-Mart provides good value, but so does Tiffany. Value, like quality, is in the eye of the be
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
holder, and every product or service has its own value equation. Saying "we provide the best value" is, therefore, virtually meaningless.
Service
Have you ever heard an ad promising lousy service? Of course not, which is the reason why claiming good servic
Service
Have you ever heard an ad promising lousy service? Of course not, which is the reason why claiming good servic
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
just falls on deaf ears. It's funny, but the companies that make the claim of good service the most tend to be those that deliver it the least.
Of course, most organizations do have sincere intentions to provide outstanding service and commonly cite Nordstrom as
Of course, most organizations do have sincere intentions to provide outstanding service and commonly cite Nordstrom as
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
the example to which they aspire. But Nordstrom is Nordstrom for a reason -- the company's entire culture and identity is built around the service concept. Nordstrom is the exception, most companies can't get there from here, and simply promising great service won'
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
t make it happen.
Caring
Do you really believe your company cares more about your customers than your competition does? It may feel good to say so, but the claim flies in the face of common sense. If your competitors didn't care about their customers, they
Caring
Do you really believe your company cares more about your customers than your competition does? It may feel good to say so, but the claim flies in the face of common sense. If your competitors didn't care about their customers, they
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
couldn't stay in business.
It's particularly easy for service companies to get caught up in the "caring" self-deceit because they don't sell a tangible product. But to say "we care more" in an ad presumes that your competitors care less, which is ascribing motivat
It's particularly easy for service companies to get caught up in the "caring" self-deceit because they don't sell a tangible product. But to say "we care more" in an ad presumes that your competitors care less, which is ascribing motivat
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ions to them that can't be proven. Consumers know this and are not only hesitant to believe your claim, they are likely to consider it bad form.
The above four words all fail for essentially the same reasons. Not only are they overused, they're based on variables
The above four words all fail for essentially the same reasons. Not only are they overused, they're based on variables
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
that will be different for everyone. There's a quality/value/service/caring continuum in each person's mind for every purchase occasion, and it is a continually moving target.
But the fifth word is different. The fifth word doesn't work precisely because it's not
But the fifth word is different. The fifth word doesn't work precisely because it's not
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
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
ariable. The fifth word is binary.
Integrity
A company either has integrity or it doesn't. It's either honest or it isn't. And most people give companies the benefit of the doubt in believing that they operate with integrity. When a company talks about int
Integrity
A company either has integrity or it doesn't. It's either honest or it isn't. And most people give companies the benefit of the doubt in believing that they operate with integrity. When a company talks about int
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
egrity in its advertising it's for one of two reasons, neither one of them good: They're either trying to cover up some lack of integrity (which never works) or they're implying they live by a higher standard than their competition. That's impolite, to say the leas
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
t. Every company needs to have integrity. No company needs to advertise it.
Do you want your customers and prospects to view your products and services as being high quality and of good value? Of course. Do you want them to appreciate your caring service and stron
Do you want your customers and prospects to view your products and services as being high quality and of good value? Of course. Do you want them to appreciate your caring service and stron
.
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
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
integrity? Absolutely. But every company wants those things. Those that win the hearts and minds of consumers don't talk the talk, they walk the walk.
What you think about your company doesn't matter. All that matters is what your customers and prospects think. T
What you think about your company doesn't matter. All that matters is what your customers and prospects think. T
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
he next time you're tempted to use one of these five words in an ad, stop and ask if there's a better way to get the message across. Using common words that have become empty cliches is a shortcut to nowhere. Just because you sell it doesn't mean people will buy it
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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