Advice You - Business

When you are creating advertising design for the newspaper, magazine or direct mail, what do you think might be one of the most important consideratio

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

ns?

If you answered readability, congratulate yourself! Fancy graphics may get the ad noticed, but readers must be able physically to read the words.

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

Examples of combination products may in

This elementary concept sounds simple enough, yet is often ignored. If they can't read it, they can't understand enough about your offer to respond

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

With today's sophisticated and virtually unlimited graphic computer options, it is easy for the graphic design advertising person to get sidetracked

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

into believing what is on the screen looks like a true work of art!

Here are some advertising design questions to ask:

1. Want your ad to lo

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

Combination pro

k different? Examine a few past issues of the publication where your ad will be appearing. Often publications create ads themselves ("pub-set") and th

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

ey can tend to look similar. See if you can spot them. Then try to develop a graphic look different than the other ads. Set your ad apart by using a d

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

ifferent type face family that is easily read.

2. Is the advertisement legible? In their desire to be different and stylish, some of todays' m

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

gazines make reading difficult.

Here are some common problems. White type on a light pastel background. Or light pastel type on a slightly darker bac

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

kground of the same color. Or colors that don't contrast well when viewed in black and white, such as dark forest green type printed on a background o

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

fire engine red.

It is better to go for the headline in big, lighter type against a much darker background.

3. Trying to cram too much infor

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

Following aspects would a

mation into a small space? One of the big problems is trying to fit too many words and concepts into a small space.

Here is where small space is actu

dd to the challenges in developing combination products:

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

ally your friend. It forces you (or the writer) to break down your ideas into simple words and simple concepts. Bear in mind that the goal of many adv

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

rtisements is to solicit an inquiry, not to tell the entire story.

Often readers look to the details to figure out if they want to act. The type show

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

ing those details should be large enough to see and comprehend, even for those who have trouble with their vision. Type in color really needs to be 10

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

point, if not 11 to be read by the entire population.

With black and white newspaper ads, it is possible to use typefaces as small as 8 point because

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

Professional from academic institutions, pharmaceutical industries, health care indust

their comprehension is made easier by black type on newsprint. In magazines, black type as small as 4 points (on a white background) has been used. T

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

he clarity is astounding, but many people need a magnifying glass!

In conclusion, ignoring these three considerations can spell disaster for the read

.

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

r who is trying to understand the advertising message. Good advertising design creates graphic effects that enhance the writers' words and contribute

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

Companies that provide selfless information through particip

to the overall success of the ad.

© 2006 Jon Sinish

This article may be reprinted and distributed as long as the resource information remains intact

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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