Advice You - Internet and Businesses Online

People visit your website for the content. So, ideally, you're giving them content that's timely, relevant, and useful (and sometimes even entertaining). Deliver and present that content to readers in a professional manner and you have yourself a

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

winning newsletter. Well, almost. Most of you have competitors. There's no reason why they can't publish valuable content, too. In fact, it takes considerable skill, innovation, and effort to stand out through content alone (just ask those who've

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

Examples of combination products may in

managed it). Injecting personality into your publication is one way to give yourself a little edge in the battle for the hearts and minds of the market. You're probably using your newsletter to "build long-term relationships and a better rapport w

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

ith customers or prospects.” Valuable content is the foundation on which this is based. Personality is the icing on the content cake. A little dose of personality helps build that reader rapport and adds uniqueness to your publication; it's someth

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

ng competitors can't copy so easily.

The right personality can also complement the image of your brand, products, services, or company, essentially reinforcing whatever impression or message you're trying to communicate. This is all well and good

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

Combination pro

, but what is this personality? No doubt there are various dictionary definitions, but I prefer to think of it like this: If content is what you say, then personality is how you say it. It's the sum of all the distinctive characteristics that make

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

s your website’s voice and writing unique: your style, tone, humor, emotion, vocabulary, attitude and more.

So how do you give your website the right dose of the right personality? Think of your website as a one-on-one conversation. Just imagine

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

itting in a coffee shop talking informally with a customer. That's the starting point for your approach—a more personable and appropriate "human" voice will come naturally. When you picture the coffee shop scenario, you quickly see how inappropria

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

te (not to say ridiculous) some of the more traditional styles of customer communication can sound on a website. Drop the jargon, drop the sales pitch, be as honest as you can, and talk like a human being. Refreshing idea, isn't it?

The personali

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

ty of the writing itself needs to gel with the other elements of the website, particularly your image, content, audience, design, and objectives. What's appropriate and what isn't? Only you can answer that question. Ideally, have people write the

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

ontent that fits the required personality naturally, who can write as themselves, subject to a few publication-related constraints. If you need to define specific personality "rules" that people should follow when writing or preparing content, the

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

Following aspects would a

n ensure they're closely defined and easily understood. Then appoint someone to act as guardian, someone who can read the content and spot inconsistencies or aberrations in the personality projected. This kind of defined personality can sometimes

dd to the challenges in developing combination products:

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

better fit the needs, and ensures consistency, even when the writing or production team changes. It also lets you build a personality around some other element of your business (an advertising spokesperson, your product, your CEO, whatever. . .).

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

You can have as much or as little personality as is appropriate. But what if people don't like it? You can be pretty sure some people won't like your tone or style. And that’s a good thing, too. It's hard to get anyone engaged in your website if

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

ou're trying to be all things to all people. Most importantly, the potential loss of a few subscribers is well worth the additional rapport you'll have with those who remain. Or you can be very boring, very dry and very safe, and disappear in the

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

morass of your competitors' offerings.

I’ve also come across websites where tooting your own horn turns into the “let’s talk about me website, and by the way have I told you, it’s all about me on this website.” You need to find the right balance

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

Professional from academic institutions, pharmaceutical industries, health care indust

; small doses of "personal" information tend to work well in terms of relationship building. But be very careful not to overdo it. Be especially careful with the use of opinion. On-topic opinion is a good thing and can be a great content element.

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

ut while talking about your dog can, at worst, provoke disinterest, sounding off on unrelated topics can actively offend. Take care, and don't let a newsletter become anyone's ego vehicle.

I also enjoy a picture of someone looking friendly and at

.

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

tractive on the website. A human voice can even be better through audio. It is easier to connect with people at a more human level if they can relate to a name or face, whether invented or real. So sign editorials, give authors a byline, or list s

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

Companies that provide selfless information through particip

ome names down in the administrative section of each issue.

Take a look at your favorite websites. Sure they'll have great content, but what else is it that makes them stand out in your inbox? I bet you it's the voice and personality that does 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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