Digg It - Business

Cutting through the clutter and actually getting your prospects to sit up and pay attention is no ea

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

sy feat given the amount of information that's thrown at us every day. When you swamp your prospects

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

Examples of combination products may in

with unnecessary information it works against you: it clouds their minds and confuses them and conf

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

used people don't buy.

So, how do you decide what to include and what to leave out? Here are two im

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

ortant guidelines to get you started.

First: Your target market

All your materials need to

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

Combination pro

be geared to your target market.

What are their pains and problems, hopes and dreams? That's what y

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

ou need to talk about. They have to be convinced that you understand what makes them tick (and what

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

hey need to tick even better!), and that you have a solution to their problems. For your purposes, t

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

hat's all they want to know. Before I ever put a word on paper I spend a lot of time researching my

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

client's target market and figuring out how to hit their hot buttons.

Second: What do they need

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

o know in order to be convinced to hire you?

People don't need to know everything you do. For e

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

Following aspects would a

xample, you may know me as a copywriter and marketing consultant. But did you know that I'm also a b

dd to the challenges in developing combination products:

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

usiness coach? OK, so some of you did! But for those who didn't, I usually don't tell you that when

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

I'm talking to you about my writing services. It's just not relevant to you when you're worried abou

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

the quality of your brochure, wondering how on earth to put an informational booklet together or sw

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

eating over the right wording for a sales letter.

Resist the temptation to include details about ev

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

Professional from academic institutions, pharmaceutical industries, health care indust

ery aspect of your business. Keep your material focused only on what's relevant to the problems of y

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

ur target market and the solutions you can offer.

This information will be specific to YOUR service

.

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

and YOUR target market.

Obviously all the above applies to marketing pieces whose purpose is to ge

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

Companies that provide selfless information through particip

nerate leads. It's a whole different matter if your purpose is to dispense information or to educate

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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Digg It - Your Marketing Materials: What to Include and What to Leave Out

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