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The Yellow Pages are an advertising medium that shares many of the strengths of other advertising media while, at the same time, avoids some of its competition's limitations or disadvantages. As such, the Yellow Pages are best used to complement or extend the effects of advertising placed in other media. Like other media, the Yel

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

low Pages permit an advertiser to select a well-defined geographic area, ranging from a neighborhood to an entire metropolitan area.

Once the geography is defined, a Yellow Pages ad has permanence; Yellow Pages are kept as a regular reference. In addition, Yellow Pages support your other advertising by providing a conv

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

Examples of combination products may in

nient way for consumers to contact sources and obtain information on the products or services they desire at the precise time they are ready to "take action." Studies on this form of "directive" advertising have shown it works so well that of the people who turn to the Yellow Pages, 83 percent then take action. Also, the Yellow Pages ar

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

e relatively low in cost in terms of both ad production and placement. The disadvantages of the Yellow Pages include their lack of timeliness (ads can be changed only once per year and, as a result, there is no opportunity for "price advertising"), the potential clutter in some classifications and less creative flexibility than other pri

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 media offer.

Yellow Pages ads resemble no other kind of advertising. They're not aimed at motivating consumers to buy a product. Rather, their goal is to convince consumers to buy a desired product from a particular company. Because companies attract business by showing they've got whatever consumers may want, Yellow Pages ads

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

Combination pro

also tend to be full of brand names and information.

The first thing your ad must do is get itself read. Here, your success depends in part on which Yellow Pages directory (or directories) in which you choose to place your ad. The bottom line is to get the greatest amount of exposure. So. compare competing directories on the ba

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

is of their usage figures - not their distribution figures, but the number of actual consumer uses per year. If you then divide directories' uses-per-year figures by their charge for the same size ad, you'll see which directory provides the highest number of uses per dollar. That's the directory that delivers the best value for your mon

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

ey.

Another key factor in determining whether your ad will be read is the size of the ad you decide to buy. Obviously, the larger the ad, the more attention it gets. Once you select the heading or headings under which your ad will appear - and they should be headings for the products and services that give you the greatest profi

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

ability - open to those headings and see what ad sizes your competitors have. You can then choose ad sizes larger than theirs, on par with theirs or smaller than theirs, depending on budget constraints and the competitive stance you want to take.

Once you've decided on directories, headings and ad sizes, concentrate on creating

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

an ad that both attracts attention and stimulates customer response. Experts such as Jeffrey Price, author of Yellow Pages Advertising: How to Get the Greatest Return on Your Investment, say you can achieve those results by including the following in your ad:

Attention-getting artwork. Artwork is the greatest eye-catche

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

for an ad, after size. You can use visuals from your suppliers or even non-copyrighted artwork you locate in out-of-town or out-of-state Yellow Pages. Stick with illustrations whenever possible, since photographs may reproduce poorly. And keep areas of blank space around your artwork, and throughout your ad as well, so your ad is unclu

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

Following aspects would a

ttered-looking and easy to read.

A headline that says what makes you special. Identify the special or unique characteristic that, for your target customer, puts you ahead of the competition. Write a short, to-the-point headline stating that advantage. If your headline must focus on just one of your products or services, choose

dd to the challenges in developing combination products:

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

he one that is most profitable.

Include the complete information buyers need to make a purchase decision. Your ad must convince buyers that you're the best source for what they need. So support your headline with information, usually presented in list form, about your:

Reliability (e.g., years in business).

Autho

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

rized products and services.

Full range of products.

Location (with maps, when helpful).

Business hours.

Special features such as parking, credit cards honored, discounts, licenses, guarantees, delivery policies and emergency services.

Lastly, try to get your ad placed in the most prominent position pos

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

ible under each heading. Since positions are assigned on a first-come-first-served basis, it's advantageous to finalize your contracts with Yellow Pages publishers as rapidly as possible.

As is the case with newspapers, Yellow Pages sales representatives can help write and design your ad at no charge. They can also advise you o

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

n co-op advertising to maximize your promotional dollars. Some can serve as your full-service ad agency and consultant. Unlike other mediums, where your ad only appears or airs periodically, Yellow Pages gives constant advertising exposure - 24 hours a day, 365 days a year.

Everyone persuades for a living. There's no way around

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

Professional from academic institutions, pharmaceutical industries, health care indust

t. Whether you're a sales professional, an entrepreneur, or even a stay at home parent, if you are unable to convince others to your way of thinking, you will be constantly left behind. Donald Trump said it best, "Study the art of persuasion. Practice it. Develop an understanding of its profound value across all aspects of life."

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

trong>Conclusion

Persuasion is the missing puzzle piece that will crack the code to dramatically increase your income, improve your relationships, and help you get what you want, when you want, and win friends for life. Ask yourself how much money and income you have lost because of your inability to persuade and influen

.

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

e. Think about it. Sure you've seen some success, but think of the times you couldn't get it done. Has there ever been a time when you did not get your point across? Were you unable to convince someone to do something? Have you reached your full potential? Are you able to motivate yourself and others to achieve more and accomplish their

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

Companies that provide selfless information through particip

goals? What about your relationships? Imagine being able to overcome objections before they happen, know what your prospect is thinking and feeling, feel more confident in your ability to persuade. Professional success, personal happiness, leadership potential, and income depend on the ability to persuade, influence, and motivate others

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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It's hard to believe that something as simple as color can let an audience know what a product is all about. Each color and shape has an underlying tone that lets the consumer know what to think when it is viewed. It may seem insignificant, but a color is an important extension of a brand's image.

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