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Tips on writing great copy for your marketing efforts.

It's just four steps that I call the Writing Path

1. I create a deadline for something to be produced. This creates pressure that I think is

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

very important. Because I write this e-newsletter-BIGNews every other week, I must find an idea and the time to write. If I didn't have a deadline looming, I think procrastination would be a lot e

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

Examples of combination products may in

sier.

- Do you have a specific goal and a deadline? If not, just make one up. If you don't, you'll have no focus to keep you on track.

2. I define a problem, predicament or challenge I believe my

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

audience is facing. And since I've faced most of these problems myself, they are very familiar to me. It might be the problem of creating a marketing message, writing an e-newsletter or putting to

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

ether a proposal. I only spend a little time thinking about a problem and one usually pops into my head in a few minutes.

- Can you identify several problems your prospects and clients have experi

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

Combination pro

enced in the past? What are they currently struggling with? What's missing for them? Then pick just one.

3. I think about my solutions to this problem. Since I've solved many of these marketing pr

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

blems in the past, I usually have a good idea of what will work and what won't work. I just reflect for a few minutes about various solutions and approaches to the problem until I feel confident I

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

have something valuable to communicate that will make a difference to those who read what I write.

- Do you have solutions, techniques and strategies you can apply to the problems of your clients

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

nd prospects? Can you express these solutions in a way that is easy to understand and apply?

4. Then I just start writing. I don't worry about doing it perfectly the first draft. I just follow the

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

Writing Path as I've outlined above. I try to avoid theory and stay very practical, giving very detailed how-to information. If I can make things clearer with a story or example, I'll use those to

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

. My main concern is: Can my readers use this information to improve their current situation? If they can, I've succeeded.

- Are you ready to start writing using this basic Writing Path? Are you w

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

Following aspects would a

illing to do it imperfectly and then go back and edit and rewrite until it makes sense and flows well? And that's my simple Writing Path.

If you are stuck, I believe it's all you need to get star

dd to the challenges in developing combination products:

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

ed. And the more you write using this formula, the easier it gets. Not only that, the more you write, the more all your other marketing activities improve because your thinking gets more focused an

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

d your communication becomes more persuasive. So take a shot at it and see what you come up with! What will you write about today?

Recap:

* Deadlines - You'll have better results if you have a r

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

gular deadline for writing. Interestingly, I found that a bi-weekly deadline was more powerful than a monthly deadline. Set it up so that the consequences of missing the deadline are worse than doi

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

ng the writing!

* Problems - A good way to prime the pump is to list every problem you can think of that your clients and prospects have faced. Then trim down and prioritize the list until you hav

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

Professional from academic institutions, pharmaceutical industries, health care indust

several good topics you can write about.

* Solutions - Beside the list of problems, write the main solution that will be the foundation of the article. For instance, beside "Writer's Block" I'd p

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

ut "Writing Path." These sets of problems and solutions will be the foundation for several articles.

* Just Write - The writing that gets the highest readership is writing that is conversational.

.

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

hrow out most of what you learned in English class and just write like you talk. And then read what you've written out loud until it flows naturally.

* Stay Present - Don't worry about what people

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

Companies that provide selfless information through particip

are going to think of what you've written. Just focus on your ideas and communicate them with clarity. If your ideas make sense, people will read what you've written and get the value you intended

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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