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With the explosion of the internet and online businesses many business owners forget how important it is to market offline as well. One of the main pieces in your company’s marketing should be a brochure. You should have a 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

rochure for your online and offline marketing.

Brochures have many advantages over most other marketing tools available to you. Probably the most important advantage is that brochures can convey a lot of information about y

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

Examples of combination products may in

ur business. Brochures can tell a detailed story about your business that cannot be told through display advertising. A brochure gives you the flexibility to communicate your message with both words and graphics.

In the inf

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

ormation age people expect to get the information they want and need quickly. And that is exactly what a brochure does. It gives prospects the information they want in just a few seconds.

In most cases the more you tell the

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

more you sell. People don’t read brochures unless they are seriously interested in gaining information. They are not interested in “white space;” they are interested in learning more about your business and your product or s

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

Combination pro

rvice. And they resent it if you don’t give them enough information to buy what you are selling.

Your sales letter should be warm, human, sincere, honest, personal and one-on-one. But your brochure should be technical. It

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

showcases the attractions, components, advantages or positive benefits of your product or service. It should be written in concise one-sentence or one-paragraph statements that give a solid list of facts and benefits. Reprin

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

or excerpt your best testimonials, endorsements and recommendations.

You should begin your brochure with a headline that summarizes the contents. This is very important because your headline is the ad for the brochure. Her

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

are some important tips to help you create a winning brochures:

* Tell your prospects why they should buy your product or service.

* Tell your prospects why you are enthusiastic about your product or service.

* Give some

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

important facts that your prospects should know about your product or service.

* Tell your prospects why your product or service will benefit them; Give facts, figures, and testimonials that confirm the case for buying you

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

product or service.

* Use visuals, photos, graphics, and illustrations that help create a desire to buy.

* Use a three-fold (six-panel) brochure that fits neatly into a #10 envelope.

* Use a larger brochure with a flap i

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

Following aspects would a

side the rear cover to hold 81/2 x 11 sheets of paper. This helps you personalize your brochure to specific prospects.

* Create a brochure that can be used for many years. For example, instead of saying, “We’re ten years ol

dd to the challenges in developing combination products:

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

d,” say “We were founded in 1995.”

* Always end your brochure by summarizing the entire proposition of what you’re selling. And restate your guarantee very powerfully and prominently.

The job any brochure is to get your pr

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

spect interested in your product or service. So make sure you give them all the information necessary to make a decision, and then offer them a way to move directly to either purchase or request more information. Your brochu

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

e should act as a tour guide for your company.

The goal of any brochure is to convey your key message quickly and concisely. Prospects want to know what’s in it for them. They want to know how your products or services will

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

help them. Always remember, prospects have to be told what to do. So make sure your brochure does that. Your brochure is a call to action.

Run ads that invite prospects to call, write or e-mail you for a free brochure. You

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

Professional from academic institutions, pharmaceutical industries, health care indust

brochures should be given to prospects who request them or have a high probability of purchasing from you. By doing this, you can give many reasons to purchase from you without paying for the advertising space to do so. The

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

you add the names of the brochure-requesters to your mailing and e-mailing lists and write to them regularly. One final note, never send out a brochure without some type of letter with it.

Use your brochures to spread the

.

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

word about your company. Use ads, your customers, the internet, and any other outlets you can think of to have your prospects request them. The more places you use, the more effective your brochures will be. Your brochure wi

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

Companies that provide selfless information through particip

l compliment every part of your marketing. It will leave your prospects with everything they need to help turn them into buying customers.

Copyright© 2005 by Joe Love and JLM & Associates, Inc. All rights reserved worldwide

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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