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Your marketing materials must grab your prospect’s attention long enough to convince them to investigate further. Assuming you get past this hurdle, your piece’s message must next convince the reader to call or buy.

To make the copy in your marketing materia

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

ls pull its weight…and then some, take this simple test: pretend you’re a potential buyer who knows nothing about your product or service, then answer the following questions:

1. Do your headlines entice you to read the fine print? In other words, do your

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

Examples of combination products may in

headlines use problem or benefit-oriented headlines? If your headlines don’t grab your attention, they won’t grab a prospect’s attention. In today’s fast-paced world, headlines make all the difference. Think about how you read a newspaper. Many readers

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

first search the major headlines, then decide where to start reading the fine print.

The same thing applies to your marketing materials; some readers peruse only the headlines to understand the message and rarely read the rest of the copy. Others read 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

headlines mainly to decide whether or not they even want to read the rest of the piece. To entice your prospects to keep reading, make sure your headlines state a problem or a benefit that clearly speaks to that particular audience.

2. Do you immediately ex

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

Combination pro

plain your headlines in the copy that follows? Once the reader is willing to read the finer print below the headline, make sure you provide the solution or an enticing explanation of that headline immediately in the copy that follows. Readers will quit read

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

ing after less than a paragraph if they feel the headline just set them up and didn’t explain itself promptly.

3. Does the copy clearly speak to your potential buyer? First, you need to know everything about your reader. What are their demographics or cha

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

acteristics? If you sell to consumers, keep in mind their age, level of education, interests, etc. For instance, copy about music that appeals to teenagers should read completely different than copy used to sell retirement homes to an age 55+ audience.

If

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

you sell to businesses, determine the role your prospect plays in his company, identify his education and experience, and find out what matters most to him in using your services and products. Then, make sure your copy speaks loud and clear to that reader.

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

4. Is your audience knowledgeable about what you offer? Do you need to educate them about your products and services? Your materials need to make the reader feel smart by using language that clearly speaks to them. In other words, don’t use jargon, sla

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

ng or highly technical language (unless your audience truly knows the meaning of those technical terms). Examine every word in your marketing materials, and create explanations for terms that require advanced knowledge. Better yet, try your copy on someone

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

Following aspects would a

who is not familiar with your product, and see what words and phrases they stumble over. Then find ways to make that language more understandable.

5. Does your copy use action verbs instead of “to be” verbs? One of the simplest, yet most powerful ways t

dd to the challenges in developing combination products:

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

o liven up your marketing copy is to change “to be” verbs into action verbs. Replace verbs such as is, are, was, were, has, and have with in- the-present action words. Besides making your copy more colorful and interesting, action verbs get your reader exc

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

ited about what you offer. A great book that covers this topic is “Business Writing That Counts!” by Dr. Julie Miller (available at Amazon.com).

6. Is it clear your company has the expertise and qualifications? Unless you have top market share, great visi

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

ility, and name awareness in your industry, you still need to convince prospects your company is trustworthy and experienced. Achieve this with relevant information on your company’s background, testimonials from satisfied clients, certifications, important

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

awards, and even awards you were nominated for, but didn’t win. Also mention any professional organizations you belong to, continuing education seminars and training you and your staff take, and any boards or non-profit organizations you participate in.

7.

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

Professional from academic institutions, pharmaceutical industries, health care indust

Where’s your contact info? Your company’s contact information needs to be on every side of your marketing materials and easily found. If you can’t find your company’s contact information within 2-3 seconds of looking, it needs to be better positioned.

8

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

. What step do you want the reader to take BEFORE they walk away from your marketing materials? Whether you want the prospect to immediately make a purchase, call, send an email, fill out a form and mail it in, call for a free consultation, or join your new

.

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

sletter list, use language that clearly tells the reader the next step they need to take. Consider offering a freebie or an incentive to make that next step more enticing.

One last thought: once you’ve tested your marketing materials, make adjustments to

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

Companies that provide selfless information through particip

the copy. But, don’t stop there – instead, test that piece on people you trust to give you honest feedback. Tighten up the piece some more, then get ready to watch your marketing materials convince prospects you really do have the solution to their problem

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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Rather than promotional model this type of modeling is often referred to as promo girl or promo model. Promotional modeling covers a wide range of work for models including being on stands at exhibitions, handing out leaflets, or even being a 'GridGirl' which is where you are booked at car or bike races.

Organisational inertia is the lack of ability of an organisation to react to external and internal shocks. The inability to react, for example, to a competitor’s dramatic change in prices, or a new government policy or a rapid decline in a country’s gross domestic product, is organisational inertia. To avoid being part of the organisational inertia we need, in those first six weeks of a new role, to do at least two things.

If you type into the search engines the phrase ‘cleaning tips’ you get a choice of something like 14,800,000 websites to choose from and many of those websites will redirect you to scores of other websites. There are specific sites that are dedicated to giving hints, advice and tips on a variety of topics with seemingly no vested interest. Many of these tips are useful. However many cleaning companies include on their websites a cleaning tips page. I would argue that many of these are useless both to the visitor and to the company.

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