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Digg It - Writing Marketing Copy That Sells
When your prospects see your marketing materials, your brochure, your web site or your ads you want them to read them. You want prospects to read not just the first sent
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
ence but the majority of your copy. Once they've read it, you want them to decide that they need your product or service and either make a purchase or contact you for mo
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
re information.
When prospective clients and customers see your web site, ads or brochures, you want them to be captivated and impressed. You hope they'll read not just
When prospective clients and customers see your web site, ads or brochures, you want them to be captivated and impressed. You hope they'll read not just
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 headlines, but all the way through the copy. And you want this scintillating copy to motivate them to take the next step, and make a purchase or contact you for mor
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
information.
Is it working?
Do prospects read your marketing materials? Does the copy convince them that they need your products and services? Do they understand th
Is it working?
Do prospects read your marketing materials? Does the copy convince them that they need your products and services? Do they understand th
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
e value you provide?
Do they contact you?
What's the key to writing marketing copy that grabs your prospects' attention, overcomes common objections and leads to a sal
Do they contact you?
What's the key to writing marketing copy that grabs your prospects' attention, overcomes common objections and leads to a sal
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
e or an inquiry?
When you finally call a plumber to fix that leak under the sink, does he spend ten or fifteen minutes talking about how long he has been in business, t
When you finally call a plumber to fix that leak under the sink, does he spend ten or fifteen minutes talking about how long he has been in business, t
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
he wrenches he uses or the process he uses to solder a joint together? Of course not.
You have a problem and, in most cases, you need it solved immediately. You don't n
You have a problem and, in most cases, you need it solved immediately. You don't n
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
cessarily care how he does it - you just want your leaky plumbing fixed. Of course you want to spend as little as possible, but you see the plumber's fees relative to th
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
e damage you're incurring from the leak.
Likewise, prospects' own problems and concerns precede their interest in your products and services. To capture their attention
Likewise, prospects' own problems and concerns precede their interest in your products and services. To capture their attention
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
and get them to read your marketing copy; focus on what they want; don't begin your marketing copy with descriptions of the solution you provide or your credentials or
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
processes.
Prospects' problems come first, then your solution. Problem; solution. Prospects want to see themselves and their concerns clearly identified in order to fee
Prospects' problems come first, then your solution. Problem; solution. Prospects want to see themselves and their concerns clearly identified in order to fee
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
confident that you understand their needs. By addressing this, you create the context so that when you do describe your products and services, they are the obvious sol
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ution to your prospects' needs.
Take a look at your marketing materials, including everything from your business card to your web site. Who and what are your marketing
Take a look at your marketing materials, including everything from your business card to your web site. Who and what are your marketing
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
materials about; you or your prospects' concerns?
Make a list of five to fifteen things that your prospects want. Turn these into questions or statements about your pro
Make a list of five to fifteen things that your prospects want. Turn these into questions or statements about your pro
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
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
spects' problems. Asking questions is particularly effective in getting prospects to think about solving their problems.
If you're a financial advisor you might ask, "D
If you're a financial advisor you might ask, "D
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
you want to learn how to make more in both up and down markets?" If you help people with marketing their businesses you might ask, "Do you want to learn how to attract
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
more clients and increase sales?" If you sell golf clubs you might ask, "Do you want to hit further and more accurately with less effort?"
To attract new clients you n
To attract new clients you n
.
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
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
eed to get their attention, demonstrate that you understand their concerns and clarify the value your products and services provide. Focus your marketing copy on your pr
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ospects' problems, ask them questions and couch your solutions in terms of their objectives. You'll start more conversations, sell more products and sign up more clients
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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