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One of the biggest marketing mistakes I see constantly, in the newspaper, on the web, within company brochures, is the missing word: YO

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

U.

I cringe as I notice how enthralled these companies are with themselves. For instance, a sales letter I received late last year sta

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

Examples of combination products may in

ted:

==> "We have been in business for 10 years"

==> "We’re having a sales contest to see how many we can sell"

==> "We have won ma

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

ny awards…"

==> "We serve clients in the Los Angeles area"

Now, I hope you’re thinking what I'm thinking... "WHO CARES?"

Right?

Ther

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

isn’t any mention of anything that benefits me. It speaks only of themselves with a proud self-serving tone.

Why would I do business

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

Combination pro

with someone that doesn't care enough to learn more about my needs, wants, and desires?

This business was too busy telling me about 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

em and not enough about the customer.

They’re not alone, however.

Almost every direct mail piece I receive in the mail is filled with "

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

I", "me," "our," and "we."

Now, it's really not all that practical to write a letter without saying "I," "we," or "our" - but you shou

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

d certainly have the word "YOU" 5 or 6 six times for every reference to "us" or "my" company.

Here are some examples of how you can easi

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

ly change the way you present yourself from a "ME" mentality to a "YOU" attitude."

Instead of: “I am pleased to tell you..." ==> Sa

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

y: "You will be pleased to discover..."

Instead of: "Our staff is experienced..." ==> Say: "Your will be handled by qualified, experi

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

Following aspects would a

enced people who can answer just about any area of expertise..."

Instead of: "We sell only quality products..." ==> Say: "You will

dd to the challenges in developing combination products:

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

ove the XR250 model or you will receive double your money back!"

Does the wording make more sense?

When you write a sales letter, copy

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

for a website or email, put yourself in the mindset of the reader of your letter.

You should constantly say to yourself:

"If I were t

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

he customer, why would I be interested in this…?”

It's the oldest lesson in sales. Maybe you've heard it this way: "What's the radio sta

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

tion everyone listens to?"

"WII FM" (What's in it for me?)

If you aren't constantly telling the reader what's in it for her, she won'

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

Professional from academic institutions, pharmaceutical industries, health care indust

read your marketing messages.

To help you get the best results with your copy, here's something you can do that I learned from one of

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

my teachers.

After writing your copy, go back and highlight each-and-every "I," "we," "our," and "us." Then, re-write each sentence w

.

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

ith a "you attitude."

Let your prospects know you care about their interests.

Speak in terms of the benefits they will receive. Tell th

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

Companies that provide selfless information through particip

em what is in it for them.

They do not and will not care about you, until they know how much you care about them.

© 2001 By Craig Valin

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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