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It’s no secret that effective headlines are a crucial part of successful marketing. The big question is, how do you create effective headlines t

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

hat command attention. Today, more than ever, attracting the interest of prospective clients is extremely difficult.

Imagine you’ve written a g

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

Examples of combination products may in

eat article, brochure or webpage but most people don’t read beyond the headline – yikes! Make sure your copy gets read by steering clear of some

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

common pitfalls.

Five Mistakes to Avoid When Writing Headlines:

1. Making it about you or your business. SOLUTION: It needs to be about your c

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

ients and the results they will get.

2. Making it boring. SOLUTION: You want people to be curious so they will keep reading.

3. Making it too g

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

Combination pro

eneral. SOLUTION: Be as specific as possible so you attract the right audience.

4. Making it about too many concepts. SOLUTION: if you try to co

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

er too much, the message becomes diluted and un-motivating.

5. Making it too wordy. SOLUTION: Get rid of words that are not powerful and relevan

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

t.

Writing headlines doesn’t have to be hard; in fact it can be fun! Here are some tried and true formulas for creating effective headlines:

-

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

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Writing effective headlines is a

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

skill that can be learned. And like many skills; the more you do it, the easier it gets. When you’re brainstorming possible headlines, try to

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

ome up with at least ten.

For example, here are the headline ideas I came up with for this article that I did not choose:

> Headline Secrets Re

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

Following aspects would a

vealed!

> Headline Fever

> Power Up Your Headlines

> Turbo Charge Your Headlines

> Confused About How to Write Headlines?

> There’s No Subst

dd to the challenges in developing combination products:

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

tute for Great Headlines

> Don’t Make These 5 Mistakes with Your Headlines

> Don’t Gamble With Your Headlines!

> Secrets to Great Headlines

>

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

Are Your Headlines Duds?

I usually ask a few people for their opinion on which headline they like the best. I consider the feedback and then c

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

oose the headline that I believe will be the most effective. I picked the headline for this article because I felt that it provoked the most cur

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

iosity.

Be sure to save all of the headlines you brainstorm in one place so the next time you need to write one, you have loads of ideas to get

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

Professional from academic institutions, pharmaceutical industries, health care indust

ou started. Headlines aren’t only important for articles; they can make a big difference in other areas of your marketing as well.

Where to Use

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

Effective Headlines:

* Websites

* Articles

* Brochures

* Postcards

* E-mail Subject Lines

Simple stated, headlines can mean the difference

.

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

between attracting new clients, or not. Get started now by taking a fresh look at your existing headlines to make sure they are as powerful as p

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

Companies that provide selfless information through particip

ossible.

And use this information the next time you write a headline to make sure your copy gets read. Happy headlining!

© Stephanie Ward, 200

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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