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Your prospect is actively hiding from you.

One of the biggest mistakes you can make when choosing a copywriter is to hire one the same w

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

ay you'd pick a champion archer.

In archery, you should look for the bowman with the strongest shooting arm, heaviest bow, straightest a

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

Examples of combination products may in

rrows, keenest eagle-eye, most number of arrows in their quiver and steadiest aim.

Many businesses look for the copywriter who knows the

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

most techniques, the best persuasion methods, the most killer headlines, the most tempting offers and the most satisfying guarantees.

Wh

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

at's the problem with that?

Archers have it easy -- their targets stand still. The bullseye is obvious.

The copywriter's toughest -- ye

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

Combination pro

most important -- job is simply to FIND their target -- the prospect!

Prospects are not standing stationary in one open area, for all t

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

o see . . .

No, your prospect is going about their life. They are totally uninterested in advertising. The copywriter must seek out the

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

small part of their brain which is biologically hardwired to be on the lookout for solutions to the problems of their life.

THAT is the

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

opywriter's target -- the prospect's desire for a better life.

If the copywriter does not hit the prospect square in the middle of his n

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

eeds and desires -- the ad fails. To get through to the prospect's self-interest, you must hit them with a benefit they need in a way tha

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

's new, interesting and credible.

Then -- and only then -- do the other aspects of copywriting (headline, lead, Big Promise, testimonial

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

Following aspects would a

s, offer, guarantee and so on) matter.

A copywriter can write a headline that reads terrific -- great benefits, arouses curiosity, gets

dd to the challenges in developing combination products:

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

the reader's attention, makes a wonderful promise, sounds really really good.

That is, it seems like a great headline to other copywrite

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

s.

But if it isn't aimed at the target market, it's a failure.

That can be a problem while you're learning copywriting. You read a lett

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

er by a terrific copywriter, you think it sounds terrific . . . but if you're not part of the target market, you don't really know.

That

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

s why it's important for copywriters to learn from sample sales letters that have been proven in their marketplaces.

That's why copywrit

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

Professional from academic institutions, pharmaceutical industries, health care indust

ers need to be careful what they swipe and how they swipe.

If a copywriter tries to apply the appeal of a proven health headline to a fi

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

nancial package, it may not work because the markets are different.

So it's better to swipe from proven sales letters or ads in the mark

.

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

t you're aiming at.

If you swipe from outside your market, swipe structure but not emotional appeals, promises or benefits.

If the copy

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

Companies that provide selfless information through particip

writer can't aim their copy at the bullseye of the prospect's self-interest, they're no better than a archer who shoots arrows at the sky

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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Board games have been played for thousands of years in all human cultures. They are a source of fun, social interaction, as well as amateur and professional competition. However, the use of board games as a focused and specific tool for developing thinking and other skills is a recent and less known practice. This article presents innovative uses of board games in management training, and demonstrates the power of this technique with some example games.

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