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On a copywriting board I frequent, someone expressed bafflement that several respected marketers criticized the tone of a sales page he wrote. "Why did they apologize to th

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

eir subscribers while linking to my pitch? This approach sells," he said.

Hype was the problem. If you use the following tactics, many educated shoppers cringe and go elsewh

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

Examples of combination products may in

ere:

Overblown claims. "If You Can Write Your Name, You Can Write a Book in 30 Days - Guaranteed!"

Overexcited tone. Lots of exclamation points, phrases in bold capital le

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

ters with underlining and a drumbeat of emphasis. "Programmers poured out their TOP-SECRET strategies that you, too, can use to earn a GATES-LIKE FORTUNE in the software busi

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

ness!!" "Take out your credit card and order RIGHT NOW!"

Unsupported and extreme superlatives. "The most important new product launch, ever."

Adjectives and adverbs you wo

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

Combination pro

ld not encounter from Exxon or IBM. "Mind-blowing" "Exclusive" "Huge" "Incredible" "Wildly" "Literally" (necessary to distinguish truth from hoopla).

Exaggerations. "They'

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

ve made millions under the radar." (When most haven't made that sum and the "secrecy" is just not having been asked.)

Sounds impressive but untrue. Calling someone a best

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

selling author who has not appeared on a recognized best seller list.

Lack of qualifiers. Statements that should include a bit of backpedaling but don't. It's really not "a

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

l," "only," "never," "sure-fire" or "will."

Marketers who favor a style full of hype argue that the numbers prove these techniques succeed, whatever the audience. When they

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

tone down the pitch, sales drop. When they toss decorum to the winds and reinsert that hammering excitement and the fervid embellishments, sales return to previous levels.

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

Case closed, they say.

Assuming their numbers are valid, this argument does have a point, but one of limited relevance to many situations. Hype may sell, but it may also und

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

Following aspects would a

ercut other business goals, in these ways:

Reputation. In whose eyes do you want credibility? Use this tone and you can expect snickering rather than respect from establis

dd to the challenges in developing combination products:

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

hed journalists, academics, Fortune 500 companies, most people with postgraduate degrees and colleagues who use any of those groups as their benchmark of respectability.

Par

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

nerships and opportunities. If you're aiming at joint ventures with banks, universities, community organizations, trade associations and the like, hype counts very heavily a

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

gainst you. You may also endanger your chances of getting a contract from a major publisher if that's among your goals.

Trust. Are you aiming at a one-time sale or a long-t

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

rm customer? Hype works better in the former situation, especially where a buyer believes they can obtain a refund if the purchase doesn't live up to the promises.

Staying

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

Professional from academic institutions, pharmaceutical industries, health care indust

out of legal trouble. Some of the techniques listed above either flirt with deception or cross the line to lies. The other day I read through a Federal Trade Commission jud

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

gment against an Internet marketer for deceptive marketing and believe me, this is wrath you do not want to bring down upon yourself! Make sure you have a nitpicky lawyer to

.

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

vet your copy if you favor a hyped style.

Please note that it's possible to use a hard-hitting, dramatic direct marketing style with descriptive bullet points, calls to acti

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

Companies that provide selfless information through particip

on and so on in connection with entirely truthful and completely respectable copy.

Hype does sell. But that's far from settling the issue of whether or not you should use it

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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