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Do you want to get a measurable response from your advertising, or do you want to generate awareness for your business? The answer to this question will direct you to a marketing strat

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

egy that generates new, interested prospects, or a branding campaign that creates awareness to an unknown number of prospects in your area.

If you want to generate awareness so that p

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

Examples of combination products may in

eople are aware of your business and may eventually come to your practice as a result of hearing and seeing your company name in various media, you better have a big bank account, beca

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

use this form of marketing, which is also referred to as branding, is a very costly, time-consuming, and risky strategy.

If you want to generate new leads, prospects, and referrals fo

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

r your business then direct marketing will become your best friend. Direct marketing is about generating a response from your advertising versus the opposite effect, which is generati

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

Combination pro

ng awareness.

Direct marketing is not about blasting your company name on the radio, television, and print media so that people become aware of you. It's a costly strategy that you c

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

annot measure. Branding can be effective, but it is a very risky and costly way to promote a business. Only large companies with deep pockets can afford it.

Do you want to generate a

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

response from each of your advertising strategies so that you can measure the effectiveness of your marketing piece and or strategy? If you answered 'Yes', here is step one to creatin

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

g an effective direct response piece:

One of the great legends in advertising, David Ogilvy, once said, "If you haven't done some selling in your headline, you have wasted 80% of you

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 clients money." He also said, "The headline is the 'ticket to the meat.Use a headline to flag down readers who are interested in the products you are promoting." What this means is

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

that a good headline will grab your intended readers attention and get them interested in the rest of your ad.

David Ogilvy says that four out of five readers will read the headline a

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

Following aspects would a

nd skip the rest of the ad. This tells you that your headline must make a clear, compelling, selling proposition. An exceptional headline can evoke a response instantly. An ineffecti

dd to the challenges in developing combination products:

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

ve headline can be disastrous.

What makes a good headline? There are many ways to write an effective headline, but let's keep it simple. Ask yourself what the biggest, best benefit

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

you provide your clients and use that as your starting point. Let's say your best benefit is that you help families save money for college so that they don't have to go into debt. Al

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

so, another effective technique is to target a specific group of people with your headline. For example, do you work with people who have 5 million in net worth or above? Do you work

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

with retirees? Do you work with businesses with 50 employees are more? In the example so far, we are discussing families of college bound children. Shall we work with that for now?

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

Professional from academic institutions, pharmaceutical industries, health care indust

Here is another tip: A great way to instantly improve your headline is to add ‘How To' in front of it. ‘How to' is a proven winner for many direct response ads.

Now I will put all o

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

f these tips into a headline example:

Attention: Families of College-Bound Children Do You Want to Pay For Your Child's College Education Without Borrowing a Dime?

Or,

How To Pay Fo

.

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

r Your Child's College Education Without Borrowing a Dime!

As you can see, these two headlines are Clear and Compelling which shouldl get parents of college bound children interested

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

Companies that provide selfless information through particip

in what you have to say.

A headline is a powerful tool in direct response marketing. A well-crafted headline can create a stampede of new leads that are eager to do business with you

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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