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"We don't have any competition. We're a truly a one-of-a-kind company." I've heard that line from clients for years. I wish it were true, but it's simply not. In fact, it wouldn’t matter if you held a monopoly on your particular product or service; you'

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

d still have competition. How? Because your competition doesn't come from a singular source.

There may be no other businesses that sell the product or service you sell, but you still have competition. Once that's understood you have a greater advantage

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

Examples of combination products may in

hen it comes to copywriting. You can recognize the other options your customers have before them and can position yourself as the only logical choice.

Know Who Your Competition Is

Competition comes from a variety of sources. Yes, there are those who sel

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

the same things you sell, but there competition comes in other forms, too.

The Same But Different

Charitable organizations are a good example of "same but different." Your group may be the only one raising funds to save the purple spotted toad of northe

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

n Antarctica but that doesn't mean you'll receive a flood of contributions from everyone you call. Why? Because there are a million and a half other charitable organizations out there all vying for the same money from the same people.

None of these other

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

Combination pro

groups is trying to raise funds to save the purple spotted toad of northern Antarctica, but they are trying to get individuals to donate to their causes. That makes them all your competition.

How do you get around this problem? Assuming your traffic gene

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

ating efforts or your mailing list is highly targeted, you'll want to make a strong case for this little toad. In your copy, let the readers know why the purple spotted toad is important to the environment (he's the only toad in existence that carries anti

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

odies that can cure cancer). Tell them why the world would be a much sadder place without our bouncing little friend. (In addition to being the only purple toad in the world, this guy is the only food the frosty wilder beast will eat so he's vital to the f

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

od chain).

Just like with any other type of copywriting, list the benefits of the purple spotted toad. Why is he important to nature, how will the ecology suffer with his demise and what will happen to the rest of Antarctica if he becomes extinct? All of

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

these are vital to convincing your audience that they should favor you with their contributions instead of some other organization.

Everyone In the Search Results

Go to your favorite search engine and type in "copywriting course" (without the quotes). Wh

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

t do you see? There are a lot of options listed on the search results page. Are all these products the same? By all means no!

Some are live workshops, others are e-courses, some focus strictly on one type of copywriting leaving all others by the wayside

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

Following aspects would a

some are correspondence courses while others are downloadable. But because they all appear in response to the query "copywriting course," they all have the potential to take sales away. Even if your site falls into the coveted #1 position, the others on

dd to the challenges in developing combination products:

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

he page could potentially grab some of your sales.

So how do you get surfers to click on your site's listing? Your title and description have to be first rate.

If your copywriting course has a specialty (sales letters, search engines, catalogs, etc.) say

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

so. Choose the most powerful benefit and a way to set yourself apart (your USP) and use those in the tags for your search results along with your keyphrases. Simply having keywords in your title and description might get you ranked with the engine but it

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

ure won't entice anybody to click to your site.

Other Options

There are options and substitutes for practically everything in the world. If people don't want to pay for a computer and Internet access so they can send email, they can write letters or call

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

their friends and family. If customers decide the cost of groceries is out of control, they can plant a garden and eat a vegetarian diet. There are even alternatives to cars: taking a cab (as most do in New York), bicycling (very popular in London) or wal

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

Professional from academic institutions, pharmaceutical industries, health care indust

ing (great exercise). All of these alternatives can be competition for you.

To overcome the pull of other options, when you write copy be sure emphasize why those other options really aren't viable. The sheer act of writing letters takes time in and of i

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

self. Then you have to mail the letter and wait. If the person wants to respond, they have to get motivated enough to sit down and write a reply and mail it. Then you wait again. The phone? Yes, people could use the phone to talk like they always have,

.

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

but what about when you want to show the person you're talking with something? A picture of your new grandchild or your new car can't be shown over the phone. You get the idea.

Drop the egotistical viewpoint that you have no competition and take a good,

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

Companies that provide selfless information through particip

ard look around. Once you've realized that there is always an alternative to buying what you offer, you'll be in a better mindset to write copy that outlines why yours is the only option the prospect should consider.

© 2005 http://www.learn-copywriting.co

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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