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There is money hidden in your business. Money that you could be using. Money that, unless you do something about it, will slip through your fingers and vanish without a trace.

Where is this money – and how do you get it?

Most b

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

usinesses have many hidden opportunities for discovering “windfall profits” – but I want to focus on just one of those opportunities in this article.

That “opportunity pocket” is: marketing and advertising.

In my experience, al

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

Examples of combination products may in

ost every business – whether it be retail, service, professional practice, or “business to business” in its nature – is unconsciously letting profits slip away.

Your biggest opportunity most likely lies hidden inside your underp

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

rforming sales copy (copy that isn’t selling as many units/contracts/ memberships as it potentially could be).

If you want to make more sales without spending a single dime in additional ad costs, this article might be the most

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

mportant document you read this year.

Make Piles of Money With “Upside Leverage”

“Upside Leverage” is a concept I learned from marketing genius Jay Abraham.

We all know what leverage is: using other people’s money to bu

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

Combination pro

ld your business, or other people’s efforts (through delegation, for instance) to increase your own productivity.

“Leverage” involves using one asset (the lever) to increase the value or power of another. The only problem with

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

using “leverage” is the potential downside: if you use financial leverage to borrow money for a business project, the project could possibly fail, and you would be forced to pay back the money. If you use the leverage of delegati

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

n in order to make yourself more productive, there’s a chance the person you’re relying on might let you down.

“Upside” leverage is leverage that involves little or no potential downside.

It’s my belief that underperforming sal

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

s copy is the most potentially profitable of all forms of “upside leverage”.

Please read that sentence again, because it’s too easy to let the profound meaning it contains slip past you:

Underperforming sales copy i

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

the most potentially profitable of all forms of “upside leverage”.

Think of it this way: any ad or promotion costs the same whether it performs well or not, right? If you spend $100 on an ad, and you get $500 in b

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

siness as a result, you made a 5-1 return on your investment. That’s a good return. You did what you set out to do, you made a profit.

But… what if you could take that same ad, and change it in some way that made it 10 times mor

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

Following aspects would a

e effective?

What if now it returned $5,000?

You spent the same $100 for the ad… but you got back $5,000.

Instead of a 5-1 return, now you’re getting 50-1! That, my marketing friend, is “upside leverage”!

Change Your Copy,

dd to the challenges in developing combination products:

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

Change Your Income

There is so much bad copy on the web, it’s almost laughably easy to be better than most of your competitors.

Why is that?

I believe there are a number of reasons, but here are a few of the common ones:

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

b>1. Some people just don’t realize their copy is bad. They wrote it themselves, or their brother or their niece wrote it. They think it’s wonderful – but in reality it stinks like a dead skunk.

2. Others don’t realize ho

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

important their sales copy is. This is a naive belief, and it astounds me that so many people hold it – but they do. Some people seem to think that as long at the copy has “just the facts”, that’ll be good enough. It never i

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

.

3. Some people are just cheap. They spend hundreds of thousands of dollars to start a business, buy furniture, hire staff, provide benefits, etc., but when it comes to the one piece of communication that might actually

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

Professional from academic institutions, pharmaceutical industries, health care indust

cause someone to buy from them – they don’t want to pay for it. They “delegate” this crucial task. Big mistake.

Are you making any of these mistakes? If you are, this is your wake-up call.

Take advantage of the potential “upsid

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

leverage” that exists in every ad or promotion. Make sure you ads are performing – that they are making you sales every day. And that they are making you more sales this week than they did last week, etc.

You do this through co

.

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

stant improvement and testing/tracking.

You also do it by either hiring a copywriter, or investing in educational materials that will teach you how to write your own copy. Either one can work – it’s up to you. If you love to wri

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

Companies that provide selfless information through particip

e, and you think you have a knack for it, then by all means get a good home-study course on copywriting and do it yourself.

Don’t put it off – do it right now. Otherwise, you’re throwing money away that rightfully belongs to you

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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Every room looks incomplete without the touch of sophistication and exotic beauty that a carpet lends to it. Carpets are what legends are made of. They have forever been a subject of fascination for ages now. Perhaps, from the time of the fascinating stories of the Arabian Nights which talked about Djinns and magic and flying carpets- One might hardly be able to recall any snippet from the orient, which was complete without some mention of an exquisite carpet. No movie shot of Baghdad or the Middle East has yet looked satisfactory without frame capturing the huge carpet markets.

Four out of five readers of a headline will not proceed to the body copy. Without a headline an ad fails to grab attention not just of the 20%, but the whole 100% of the readership.

Who are you? What do you stand for? What is your life’s purpose? What is your business purpose? How do you want to influence others? How do you want to contribute to others?

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