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In 1904 a relatively unknown copywriter by the name of John E Kennedy sent a note to A. L. Thomas, the head of the Lord & Thomas advertising agency. The note read:

“I am in

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

the saloon downstairs. I can tell you what advertising is. I know you don’t know. It will mean much to me to have you know what it is and it will mean much to you. If you w

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

Examples of combination products may in

sh to know what advertising is, send the word ‘yes’ down by the bell boy.” Signed John E Kennedy

The note would have been trashed if Albert Lasker had not intercepted it. L

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

asker was the rising star of Lord and Thomas and at the age of 24 he was a partner earning $52,000. Yet he did not know to his satisfaction what advertising was. Neither cou

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

d he find anyone else who knew.

So he summoned Kennedy to his office. And Kennedy whispered three powerful words to him. Those three words changed the face of advertising f

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

Combination pro

rever.

What were they?

Salesmanship in Print.

After being exposed to this powerful concept, Lasker commissioned the brilliant Kennedy to write the set of principles into

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

a series of lessons which were used to train Lord & Thomas copywriters.

Soon Lord & Thomas became the training center for the advertising world. Their copywriters were bein

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

paid $4000/year, a fantastic salary for the time. Yet, other agencies were hiring them away by offering salaries up to $15000/year - just to get the magic of Salesmanship-i

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

Print into their agencies.

So what does this mean to you and your business.

Well how about making your ads work harder to sell your products or services?

Your ads are pa

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

rt of your sales team. You’re trying to reach thousands of customers you otherwise wouldn’t reach. You’re trying to persuade your prospects to respond to what you’re offerin

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

to them.

You’re not trying to entertain. Or be creative in your ads. Or keep your name circulating. You wouldn’t employ a sales person to keep your name out there, would y

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

Following aspects would a

u? Of course not! You’d demand sales from him. Or else he’d be out.

So how do you go about writing ads that sell? Good question.

Let’s start by reviewing the laws of selli

dd to the challenges in developing combination products:

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

ng.

People like to buy. But not be sold to.

People buy for emotional reasons. Not rational reasons.

However once they’ve decided to buy they then justify their decision w

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

th logical reasons.

Well the first one is fairly self-explanatory. Nobody wants a pushy salesperson in their face. However on the other hand we do as buyers like to buy.

N

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

w, regarding emotions. What emotions should your ads appeal to? Well try these for starters. Fear. Greed. Laziness. Vanity. Anger. Curiosity. Patriotism. Guilt. Those are pr

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

obably the main ones. In fact all your marketing should be saturated with emotions.

Never try and batter your readers with logical reasons. Not until you’ve hit your prospe

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

Professional from academic institutions, pharmaceutical industries, health care indust

ts emotional hot buttons.

So how do we find those? Well you’ve got to know your prospect. His or her wants, beliefs and desires. And marry them up with your product or serv

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

ce.

Once you’ve hit his emotions you then pile on with the proof. State facts. Figures. Ways to enhance your credibility. Use everything in your armory.

Persuade. Persuade

.

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

. Persuade.

Tell em how their life is going to improve. How they’ll live longer…generate a windfall of profits…slash their costs…how they’ll be running around like a teenag

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

Companies that provide selfless information through particip

r…launch golf drives like a laser guided canon…their computer will be more powerful and run faster…

Salesmanship in print. Never forget it.

It’s what advertising really is

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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