Advice You - Business

Be daring and be different!

As a former Yellow Page consultant for 25 years, I would recommend you take the time to figure out what makes you different from your competition and work from

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

that base. After all, how else is Mrs. Jones going to choose from the hundreds of plumbers in the directory?

Begin in the beginning. That’s not as easy as it sounds. Build your ad fr

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

Examples of combination products may in

m the headline on down. It’s the place most users will see first. So conceive a headline that takes you out of the ordinary.

Sticking with “Plumbing,” I’ve seen th

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 same headlines year after year:

“Quality Emergency Service.” “Save Money.” “Complete Services.” Need a Good Plumber? Call Us.”

Okay, let’s

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

break these down, in order.

Shouldn’t the user expect “Quality?” And what plumber doesn’t handle emergencies?

Isn’t every broken pipe an emergency?

No, I don

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

Combination pro

’t want to “Save Money. I want to spend more. Dumb.

Doesn’t anyone offer “Incomplete Services” anymore? Also dumb.

And do I “need a good plumber.” W

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

y else am I looking under “Plumbing” in the first place? Did I think this was the “Pizza” heading?

So you’re a plumber, not an ad-man. What kind of headline co

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

uld you come up with that every other plumber can’t offer? Sure it’s tough, but no one said marketing was easy. It’s takes a creative touch and some adventure. Look at ad

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

ertising in a different way. How does it solve a problem? That’s why Mrs. Jones grabbed the directory in the first place. She had a problem: a leaky pipe, Not you have to solve it

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

for her. How? By telling her exactly what you intent to do. That’s the solution.

Huh? What did I say? Well, what does a plumber do? No, not the “Fast Service” stuff. We al

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

eady beat that to death. What do you really do? You fix leaks. Okay, that’s not the headline I had in mind. You also get the water going again. Hmm. So you think outside the box. &ld

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

Following aspects would a

uo;Water Your Expectations?” Now that’s different, or, “Real Men Wear Booties! (to Protect Your Floors)” Get the idea? “Draining Pipes, Not Wallets.” Th

dd to the challenges in developing combination products:

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

at’s a feature and benefit story. “

“Flow Slow?” “Sink Sunk?” “Shower Shot?” “Drain Pain?” I could go on and on, but I won&rs

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

uo;t bore you. You need something catchy, cute, and real. Make a point, tell a story and have fun. Try different headlines in different directories and headings.

Under water heaters, you mi

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

ght try, “Water Heater Leaving You Cold?” Under “Septic Cleaning” try “Tanks for the Memories.” It’s a bit of a game but the trick is to capture t

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 reader’s attention in the few seconds you have in a Yellow Page ad.

Grab a Thesaurus and get to work. Rethink your industry and the various terms they use. Plays on word and puns ar

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

Professional from academic institutions, pharmaceutical industries, health care indust

e obviously acceptable. Write in good taste and avoid anything that even remotely looks obscene or improper. Don’t’ forget the subhead, if needed. For example, “Tanks for

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

the Memories” followed by, “We Offer Memorable Service on Brand-Name Septic Tanks.”

Ignore all the clichés in the other ads, like, quality, dependable, fast, same-d

.

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

ay, emergency, low cost, expert, professional, etc. Save that for the text, if needed. Concentrate on becoming the ad other businesses point to when they are looking for a creative appro

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

Companies that provide selfless information through particip

ch. Then throw them a curve and change the headline every single year!

It’s a challenge but I’m sure you’re up to it. Your business is worth it, wouldn’t you agree

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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