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Some things are better left unsaid, and when it comes to writing sales copy, saying TOO much, will in fact, cost you sales.

Look, writing sales copy isn't easy -- everybody knows that. But how do you know when you haven't said enough... and when you've sai

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

d too much?

Here, come closer and I'll tell you a little story:

Well, we've completed our move and we're finally settling into our new home.

If you were one of the people who sent me "good luck" wishes, then I want to thank you VERY much for your kind

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

Examples of combination products may in

houghts.

Here's a funny thing that happened to us on the way over. Anne was in her car with our younger son and our daughter, and Iwas in the Wrangler with my oldest son Nick.

Coming across the state from Fort Lauderdale, we decided to take the more "sc

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

enic" local state roads instead of the interstate.

So we get off the Florida Turnpike at Yeehaw Junction (yes, that really is the name of the city) and started driving west across State Road 60.

No sooner do you get on State Road 60 though, you suddenl

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

realize there are benefits to taking the interstate -- like signs of life, for instance.

State Road 60 is a virtually empty slab of roadway, surrounded by nothing by citrus trees... cow pastures... remnants of what were once "happening" burger joints o

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

Combination pro

n the side of the road, but have long since been reduced to the equivalent of structural road-kill... and...

HUGE FREAKIN' ALLIGATORS!

Yes, alligators.

We were about a half-mile into our westward journey across the state, and on the right side of the r

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

ad -- just outside the fencing around the cattle pastures -- we saw the absolute largest alligator I've EVER seen, lying dead on its side.

As best as I can tell, it had to be somewhere between 7 and 8 feet long, with an absolutely enormous girth around

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

-- who knows, maybe it swallowed one of those cows before it got ran over by a truck or something.

Nick and I immediately called my wife on her cell phone (she was driving behind me) to ask if she had seen the gator, and sure enough -- the three of the

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

were wide-eyed and all excited over it, just like we were.

Today, we're still settling in of course, and fortunately, the lion's share of our boxes were picked up by the garbage guys this morning.

And in a few more days, with some luck, I may even be a

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

ble to see the floor of my office.

Who knows?

Anyhow, let me tell you a quick marketing lesson you can learn, from two very dirty four letter words, I'm having to learn very quickly now.

Those two words are "yard work".

See, back in Plantation, which

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

was a suburb of Fort Lauderdale, we had a small front lawn our homeowners association maintained, and I hired a lawn guy to mow the back yard once a week, for 10 bucks a pop.

No brainer, right?

But now, lakeside living's... a little... different.

For e

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

Following aspects would a

xample, you get a rainstorm -- and all those big cypress trees leave loads of twigs and moss all over your deck out back.

Windy?

Pine needles shed all over your driveway.

Oh, and even though we've got pavers all over the place -- weeds -- and a seeming

dd to the challenges in developing combination products:

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

y endless amount of them at that -- dependably get between every single crack and crevice in those pavers, easier than James Bond can infiltrate an enemy compound.

I live on a gorgeous 93-acre spring-fed lake. The white sandy bottom looks great -- as

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

long as the undergrowth is regularly pulled up.

Put it this way -- in addition to living in a beautiful place, I've also just bought myself (and my sons) a few new chores in addition to the ones we already have.

Now surely, a lot of this stuff sounds wo

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

se that it is, but imagine if the seller (a great guy by the way) had spent time telling me about all that extra work that has to be done, instead of just showing me all the unique benefits of living here?

I MAY not have bought this house, or at least..

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

. I would have given it a LOT more thought.

Are you doing something similar to this in your marketing, unconscoiusly perhaps, without even knowing it?

Are you talking about all the "work" that needs to get done, for your customer to experience the most

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

Professional from academic institutions, pharmaceutical industries, health care indust

out of your goods and services?

Because nearly every single piece of sales copy I review says something like, "Look, this stuff won't work for you on it's own. You've really got to sit down and use it to make your life better."

Or are you being smart

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

and telling your prospects about all the incredible benefits your product's offering them, and how they'll change their life by ordering?

Be smarter than your competition -- just because "yard work" comes along with owning a lake-house -- doesn't mean y

.

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

u want to spend all your time talking about lifting rakes... mowing lawns... and running back-and-forth to Home Depot every other day.

Talk about relaxing out there in the warm jacuzzi overlooking your lake instead.

Make sense?

By the way, I'll post

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

Companies that provide selfless information through particip

up some pictures of our new home sometime in the next few days.

Now go sell something,

Craig Garber
http://www.KingOfCopy.com

P.S. Check out all the prior archives you've been missing, right here at: http://www.kingofcopy.com/tips/tiparchives.htm

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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Winston Churchill’s Famous War Cry Is Fully Applicable for Today’s Entrepreneurs Arguably, the courage and moral leadership provided to the western world by Winston Churchill was the key instrument essential to keeping World War 2 from ending early, and ever so badly for the cause of freedom. The ability to use words as a tool for effecting an outcome was never so vividly displayed, before or since. A demoralized and near beaten people took heart, did not quit in the face of overwhelming losses and turned an imminent route into ultimate victory. This lesson is vital for entrepreneurs to apply to their struggle to gain traction and successfully compete in contemporary markets roiled with competition.

People studying for their MBA and aspiring executives concentrate their learning on marketing, strategy, finance, e-commerce and organisational behaviour but rarely show an interest in project management. Yet the skills of a good project manager, if practised, will improve an individual’s capability in almost all other disciplines and are every bit as valuable as those of a good CEO.

This article, the last of a series of three, gives some tips on deploying and improving a methodology based on a standard framework such as ITIL or PMBoK.

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