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Digg It - Direct Mail Advertising Copywriting - Twelve Ways to Evaluate Direct Mail Copy
How can you know if your direct mail sales letter is ready to mail? Check it
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
against these guidelines from Don Kanter, the US direct mail specialist.
1.
1.
; 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
oes the writer know the product? Has the writer dug out every selling point a
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
nd benefit? Has the writer concentrated on communicating product benefits ins
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ead of features only?
2. Does the writer know her market? Is she aiming at t
2. Does the writer know her market? Is she aiming at t
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
he most likely prospects rather than at the world in general?
3. Is the writ
3. Is the writ
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
r talking to the prospect in language that the prospect will understand?
4.
4.
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
Does the letter look like and read like a letter written by one individual an
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
intended for another individual? Or does it sound like it’s written by an or
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
ganization, and intended for the masses?
5. Does the writer make a promise t
5. Does the writer make a promise t
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
the prospect and then prove that the writer can deliver on that promise?
6.
6.
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
Does the writer get to the point soon enough? Does she make that all-importan
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
t promise quickly?
7. Is the copy relevant and specific to the selling propo
7. Is the copy relevant and specific to the selling propo
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
ition?
8. Is the copy concise?
9. Is the copy logical and clear? Does it fo
8. Is the copy concise?
9. Is the copy logical and clear? Does it fo
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
llow a logical progression?
10. Is the copy enthusiastic? Does the writer ob
10. Is the copy enthusiastic? Does the writer ob
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
iously believe in what she is selling?
11. Is the copy complete? Are all the
11. Is the copy complete? Are all the
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
questions answered, especially obvious ones like product size and colour?
1
1
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
. Is the copy designed to sell? Or is it designed to impress the reader with
.
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
the writer’s ability? You don’t want prospects to exclaim, “That’s a great ma
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
ling!” You want them to exclaim: “That’s a great product, and I want one now.
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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