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ABC Company has sent you a one-page prospecting letter. It's an invitation to a workshop. It opens like this:

"Dear Mr. Yan,

"My name is Jane Doe. I am writing you today as a representative for ABC Company.

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

ABC is a company specializing in the technologies and tools used to organize and manage information relating the organizational aspects of businesses. I have decided to serve on the Board of ABC Company this

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

Examples of combination products may in

year to follow my heart and dreams, and do my part in making technology solutions available to small and medium sized business. It is my belief that solution providers (not just ABC Company) will start delive

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

ring Enterprise Content Management (ECM) and IT solutions in a manner that is easy for users to implement, and at a price that is affordable to organizations of all sizes."

What's wrong with this opening par

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

graph?

There's no benefit, no purpose, and no excitement. It's long, dry, and doesn't stir your senses. It targets too huge a group instead of pinpointing one or three segments of the group. In short—it's pa

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

Combination pro

nfully boring and won't bring home the bacon.

Let's continue on with another two paragraphs from this actual promotion...

"On Thursday, November 9th, 2006, ABC Company is organizing, for the first time, an

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

event designed specifically for small and medium size business. On behalf of the ABC Board, I would like to invite you to join us at this chapter meeting. This meeting will provide you with the basics of ECM,

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

and will also provide an interactive session where you may discuss your company's IT requirements to many solution providers.

"In addition, many organizations in San Diego are being invited to this event and

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

you will find this the perfect opportunity to network with other successful businesses in our community."

Okay: that's enough. I'm sure you got it because you didn't get it. I didn't either.

Are you famili

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

r with Microsoft Word's Office Assistant? When it's incoherent to what you're typing—it scratches its head in confusion. Well, haven't you been scratching your head?

Because I bet you're still wondering:

Wh

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

t is ECM?

What can it do for me?

What is your definition of affordable?

Why is Jane (following her heart and dreams) important to me?

Aren't there other technology solutions providers?

Can Jane give me s

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

Following aspects would a

omething more concrete than her belief?

I don't know...

Because her letter raises more questions that were never addressed. And it's sad to say, she will attract a majority of the wrong audience (networking

dd to the challenges in developing combination products:

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

junkies) to this event.

Dear reader, I hope you are savvy enough not to send your letters out as Jane did. It's lifeless, doesn't grab you by the jugular, or compel you to respond. It doesn't shout, "Hey mis

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

ter, you really need this!"

Its major downfall is that it's full of logic. Which misses the mark because people make decisions on emotion. Then support that decision through logic.

Here's what Jane could ha

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

e written:

Have You Profited from the Internet Revolution?

"Dear Tommy,

"The Internet is raking in millions of dollars for big companies. And with today's advanced technology, even a housewife in Oshkosh,

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

isconsin can market her goods worldwide. Which begs me to ask...

"Is your company getting its slice of that delicious Internet pie? Or will you bury your head in sand waiting for the Internet to crash?

"If

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

Professional from academic institutions, pharmaceutical industries, health care indust

you think the Internet will be around well after you've retired—then it's time to shift your company into hyperdrive at our next Enterprise Content Management Summit. We'll show you the ins and outs of making

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

money on the Internet because we've helped large companies land on sure footing after making the jump. We'll also help you blah, blah, blah..."

See the difference?

You can create more compelling copy by pai

.

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

nting word pictures and lacing it with emotion. You'll get lots better response and make more money too.

Tommy Yan helps business owners and entrepreneurs make more money through direct response marketing. H

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

Companies that provide selfless information through particip

publishes Tommy's Tease weekly e-zine to inspire people to succeed in business and personal growth. Get your free subscription today at www.TommyYan.com

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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