Digg It - Business

Copy that inspires larger donations, motivates more advocacy, or spurs greater response of any kind begins with knowing your donor,

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

your prospect, your audience. That's why a fundamental rule of writing strong copy is... "Know Thy Audience."

Know

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

Examples of combination products may in

ing doesn't refer to mere demographics or geographic segments of the population. Deep, powerful knowledge of your audience comes f

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

om psychographics. Their desires, fears, beliefs, frustrations, interests, and past donating preferences.

So how do

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

you get to know them? What are the tools that reveal donor thinking and psychographics?

Study complaint letters

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

Combination pro

you receive. They usually reveal a great deal about your donor's expectations and feelings. Study any letters from donors an

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

d prospective donors.

Examine the mailing list data card. Begin near the top of the card. Here is a useful descrip

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

tion of what the prospects have responded to or donated to in the past. Next is the profile data. I recommend you be skeptical of

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

his information. Finally, the golden data on the card comes from the usage history. These are "competitors" who have

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

used the list for continuous runs.

Take a close look at who else is successfully using the list. Study their web site

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

, publications, and copies of their mailings. Learn about their mission as it compares to yours. All this reveals insight into wh

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

Following aspects would a

at emotions motivate the donors.

Talk to your major donors. Have someone in your organization in a high position

dd to the challenges in developing combination products:

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

make the phone call - such as the Executive Director, Director of Development, or possibly someone on the board. First thank them f

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

r their generosity. Then ask them a few questions about why they give to your mission. What do they like best about what you're doi

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

ng? I strongly recommend making these calls.

Do what they do. Check out the magazines, books, newsle

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

ters, web sites, ads, and products targeted for your donors and prospects. Examine them and get a feel for what's working.

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

Professional from academic institutions, pharmaceutical industries, health care indust

LI>

Armed with this knowledge you can "become" the donor or prospect. You understand how they think and what they t

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

hink about. You know their beliefs; what keeps them awake at night; and what they respond to.

And this is the foundation for grea

.

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

copy that hits your donor's hot button... triggers an emotional reaction... and motivates them to act - to donate. Your fundraisi

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

Companies that provide selfless information through particip

ng efforts will improve when you know your donors and you write copy that resonates with them based on this knowledge

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 got to be perfect - actually it doesn't. 'Good enough' is better. Reluctant salespeople please note.

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