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Many professional copywriters estimate that the headline contributes to 80% or more of the success of any ad, article, or sales letter.

One direct marketing expert goe

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

s so far as to credit the headline with 100% of the success or failure of any ad or sales letter, because if the headline fails to pull the reader into the main body of the a

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

Examples of combination products may in

d or sales copy, then there is no chance of success!

And they are both right! If your headline fails to perform its' function of getting the reader to read further into

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

your copy, then the headline is fully responsible for the failure of the ad or sales letter.

However, if the headline is successful, then other sales copy factors come

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

into play, such as the benefits presented, the guarantee, the offer, the close, etc. Now they all share in the effectiveness of the sales copy as well. But if the headline

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

Combination pro

fails, they then play no part.

Think about how you read a newspaper or magazine. Do you start with the first article and then read every word from front to back of the

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

publication?

Of course not!

Instead, you quickly scan the headlines, looking for something that interests you, either because of curiosity or because there might

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

e something in it for you. You skip over all the rest!

Well, guess what. That's the same way your readers view your ad, article, sales letter, or sales page.

So

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

, here are the three main reasons for headline failure.

1. You Fail To Grab Your Reader's Attention!

Your headline serves as the ad for your ad, arti

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

le, or sales letter. Its' mission is to grab the reader's attention, stop them dead in their tracks and get them to want to read further down into the article. If your head

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

line fails in its' purpose, then the whole ad, article, or sales letter will fail because they will never get read!

2. You Fail To Tell The Reader What Is In It Fo

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

Following aspects would a

r Them To Continue Reading!

Where possible, your headline should present your strongest benefit to the reader. If the reader can identify a want they have with fi

dd to the challenges in developing combination products:

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

ding a solution to that want in your ad, article, or sales letter, then they will continue reading. If they don't see any benefit to reading on, they won't. Remember, it is

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

all about what is in it for them, the reader.

3. You Fail To Connect With The Reader!

If your headline is not addressed to the reader, they will not b

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

interested in what you have to say in the rest of your ad, article, or sales letter. There must be a match between the message and the target audience, of which the reader

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

is a member.

So, in summary, if your headline doesn't stop your reader dead in their tracks and get them to read further into your copy, then all is for naught!

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

Professional from academic institutions, pharmaceutical industries, health care indust

The time it takes a reader to scan most headlines and decide whether or not to stop and read your copy or move on is less than 3 seconds!

As a result, many professional

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

copywriters spend as much time creating their headlines as they do for the rest of their copy.

Creating 100 or so headlines before picking the headline which the writer

.

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

feels is most likely to succeed is not uncommon.

Alternative headlines can often be used as subheadlines in long copy. These subheadlines help pull the reader further

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

Companies that provide selfless information through particip

along into the copy and towards the ultimate goal of a sale.

Be sure to give your headlines the time and effort they deserve and they will reward you with sizable sales

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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