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Forget what you know about your business Your goal is to see your Yellow Page display advertisement the way a directory user sees it. You can’t act like you know anything about your enterprise that isn’t there, on the page. Loo

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

k at your ad without pride or being identified with your operation. If you pretend it’s someone else’s, you can spot the flaws you’d otherwise overlook. Mentally put the competition’s name on your ad. Does what you say apply eq

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

Examples of combination products may in

ually well to them? If it does, you haven’t effectively set yourself apart.

When all the ads seem alike buyers think they can get the same thing from any of them (and are more likely to select by price). The goal isn’t just to

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

look different, but to actually be different in ways customers notice and care about. Does the ad provide the facts readers and callers need? Directory users have already decided to buy something. So they’re looking in the Yell

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

ow Pages to find who provides it. This is the educational phase of the buying process. As soon as a person finds enough information to take the next step, they close the directory and move on.

Customers want information. They’

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

Combination pro

e looking for some reason to prefer some business over the rest. Well-thought-through ads make their job much easier. So give readers the precise information they’re looking for. It’s hard to do that unless you understand your

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

customers’ mindset and priorities. It helps to be absolutely clear about how you’re different from other businesses in the heading. Look at the ad as a whole Now squint your eyes so you can’t make out the words. This lets you g

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

t the overall impression.

Most ads just get scanned, so the words themselves are only read if there’s a double-take that captures the reader’s attention. Is the whole image pleasant to look at? Does it reveal an attractive, un

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

ique personality of the business? Is there a business-like, competent tone? Do all the parts, from the fonts and images, to messages, all mesh and express the same distinctive flavor? Are there distractions from the image or me

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

sage? Does every element carry its weight and support the whole mood? Fat borders and cutesy graphics use valuable space, without much pay-off. If there’s color, is it used effectively? Does it contribute or distract? Notice th

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

e business name. Does it tell you what the enterprise actually does (aside from the category it’s in)? Generic names like R&J Enterprises don’t cut it. If the name isn’t informative, you might need a slogan or tagline - but do

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

Following aspects would a

make it unique to you. Is the information arranged to be easy to read?

Every ad is a compromise between saying enough and arranging it to clearly communicate an attractive impression. Does the most important information stand

dd to the challenges in developing combination products:

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

ut? Is it easy to find (without being too packed in)? What catches the eye first? Second? Third? How complete is the information? Does it provide what callers are most likely to ask about? Customers are concerned about convenie

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

nce. Does the ad include crucial location, hours, extra services, parking, payment options, after-hours contact, etc.? Is there a way for them to get extra information (like a booklet or from a Web site)? Give bonus points for

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

hat. Look word for word. Is every one essential? Is anything important left out? Is it organized with bullets or clusters so related information hangs together?

Next, consider the ads around it A Yellow Page ad never appears i

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

n isolation. And what goes on with the nearby ads influences the way people respond to yours - more than the specifics of your ad. What else is on the page, and the pages before and after yours? Be honest now, do they do a bett

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

Professional from academic institutions, pharmaceutical industries, health care indust

r job of grabbing the eye? Is the whole page a blur - without a clear attention grabber? And if there is one, what makes it stand out better than yours? How can you improve on it? Assessing your ad is the first step to making a

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

better one.

The real value of critiquing your Yellow Page ad is to sharpen your own eye to pick up the crucial differences among competing ads. Practice in other categories where you don’t have a stake. Soon you can tell in a

.

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

glance which ads have more appeal - and why. Find free expert assistance in developing a first-rate Yellow Page ad at http://www.yellowpagesage.com. or arrange for a pr

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

Companies that provide selfless information through particip

ofessional critique of your ad, so you don’t miss a trick. Either way, you’ll find ample ways to improve your ad that will improve its performance. And you will be ready when the next directory comes around. ©2004, Lynella Gran

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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Change and learning are highly correlated. Think about it: We learn at school and we change. This is a gradual change. The process of learning makes that we open up and see new possibilities we previously not imagined. We continue to learn at high school or university and there we change even more. The knowledge that we have gathered becomes a powerful source with which we can select what we want.

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