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"Brochure" is French, and it comes from brocher, meaning to stitch. According to The American Heritage Dictionary, a brochure is "a

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

small booklet or pamphlet, often containing promotional material or product information."

Accurate, yes. And also incomplete.

For one thi

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

Examples of combination products may in

ng, brochures aren’t always small. Sometimes they’re quite large. As for brochure contents, they vary greatly depending on the situation. A

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

brochure definitely can be more than a pamphlet or small booklet, coming in all shapes, sizes and a range of folds.

While brochures are f

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

ound practically everywhere -- used by businesses and organizations of all types and sizes -- they’re not the answer to all communication n

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

Combination pro

eeds. Nor are they obsolete due to the Web.

What Can a Brochure Do?

Actually, a lot. First, determine your purpose or objectives.

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

Will your brochure generate sales or leads? Fulfill inquiries, support the sales force or be displayed at the point of sale? Will you use

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

your brochure as a direct-mail piece or a leave-behind?

The brochure can do one or all of the above with careful planning. Here are some

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

more functions of the brochure:

Provide product and service information
Support trade shows and conventions

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

Provide news (about products, services, company, industry)

Build company identity

Educate prospects and customers

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

What are you trying to accomplish? Once you decide, you’re ready to start putting your brochure together.

What Goes in a Brochu

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

Following aspects would a

re?

Following are some common subjects for three areas brochures cover most: products, services and corporate or organization capabili

dd to the challenges in developing combination products:

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

ties.

Introduction
Products
Services
Features
Benefits
How It Works

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

li>Markets/Audiences

Applications

Specifications

Testimonials

FAQ

Company history

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

Call to action

Client list

Mission statement or business philosophy

Awards

Contact info

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

>

Keep It Simple

Although a brochure can do a lot, keep it simple. Zero in on your audience and purpose, and the rest will

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

Professional from academic institutions, pharmaceutical industries, health care indust

fall into place. Consider the format, page size and how the brochure will fold. Decide on visuals, fonts, colors, paper stock and other des

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

ign characteristics.

As for copy, put a strong headline on the cover. Capture the right tone, and make sure copy has a logical flow. As a

.

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

rule, keep sections short, incorporating plenty of subheads.

It’s always wise to include a call to action. What do you want people to do a

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

Companies that provide selfless information through particip

fter they read the brochure? Finally, make sure you know how your brochure fits into your overall marketing program.

(c) 2005 Neil Sagebie

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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