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Success in any advertising campaigns depends on four things: a good product or service, good ad copy, the right market and repetition. The item or service that an advertiser is promoting is a major variable in the equation for successful advertising. Unfortunately, that is something that companies such as ours cannot help you with. Once you have the product or service that you are going to promote and you are certain that it will be of value to o

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

thers, then we can help! Here’s where we start...

How to write an effective classified ad...

The single most important thing in an advertising campaign is GOOD AD COPY. We all understand the importance of having an ad that illicits positive responses from readers. What everyone does not understand is how to achieve this. To assist you, we have come up with a few basic rules to writing an effective classified ad. Here’s where you start...

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

Examples of combination products may in

Effective classified ads should have three basic parts.

1. THE HEADLINE
2. THE BODY
3. THE CALL TO ACTION WITH CONTACT INFORMATION

THE HEADLINE is the most important part of your ad. It is in the headline that you will either get the readers attention and pull them in or you won’t. If you don’t spark their interest with the headline, then you have lost them and they simply will not read you ad. A good headline shou

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

d have action verbs that encourage the reader to do something. It should also be believable. Examples of how to use action words in headlines are as follows.

“Earn up to $3000 per month!”
“Save $$$ on grocery bills!”
“Get the financial independence you’ve dreamed of!”

THE BODY is where you need to elaborate on the headline. Don’t overdo it, keep it short and simple. With a classified ad, you are generally trying to keep the

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

word count to 15 to 25 words, so you never want to actually sell the reader in the ad, you just want to spark their interest enough to make them want to learn more.

A common error that many unsuccessful advertisers make is trying to put too much in an ad. This results in a busy ad that lacks focus. To make matters worse they often abbreviate words to the point they lose meaning. Through the years, we have made many a telephone call to customers

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

Combination pro

to have them explain to us what they are trying to say in over-abbreviated ads. Unless, an abbreviation is commonly recognized by the common person avoid using it. You do not want sacrifice an ad campaign to save a buck!

THE CALL TO ACTION is basically the end of the ad. Generally, it is not much more than a sentence in length. Effective classified ads will not have just a phone number or web address at the end of the ad. They will have 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

ontact information paired with action words. Sometimes in trying to keep the price down for an ad, advertisers will omit simple words like “call now” or “log onto”. This is not recommended as readers need this simple call to action to entice them one last time to respond. Studies have been done and it has been shown that these simple words increase response to classified ads.

Here are well written examples:

“For FREE information, call now! 1-80

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

......”
“To get started, visit www......”
“Call Toll-Free! 1-877....”

One last bit of advice for this portion of the ad is to pair it with a special offer. Being able to use statements like “limited time offer”, “special bonus to first 100 customers” or “this week only” can significantly increase response.

How will your customers contact you?...

Here are a few more pointers that advertisers should know. The means that cust

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

omers respond will dramatically effect results. A toll free telephone number is still the best means to generate leads. This is not used by all advertisers for a variety of reasons, but those who have the capability and the budget are encouraged to include a toll free number. If a toll free number is not in the budget then a regular long distance number is the next best thing. A live person answering the calls is going to result in more sales tha

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

an answering machine providing the operator is knowledgeable and courteous. The easier you can make it for a reader to respond and buy your product or service the more successful you will be!

Web addresses are more and more popular in classified advertisements. Adding web addresses to ads, will generally increase the responses, but if it is in conjunction with a phone number (which we recommend) you will get fewer calls as some readers will sim

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

ple go to the website instead of calling. So make sure the website is professional and properly functioning. If you are considering using a web address in the ad as a sole means of contact, please keep in mind that not all people have web access or are comfortable doing business online so you will be limiting the number of potential responses.

Anytime readers are required to write for more information, responses drop. However, the up side to thi

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

Following aspects would a

s option is that there is less expense to the advertiser. Through the years, we have seen a variety of successful advertisers utilize write in responses, so it can be done. The most important thing to remember is to have professional literature to mail to the potential customers. This literature will make or break your sale so make it good!

Probably, the worst method of responding that we have seen time and time again is asking the customer to s

dd to the challenges in developing combination products:

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

nd money in the mail for a product or service. These will not work for a variety or reasons. First, you are requiring a small classified ad to sell something in three or four sentences. A difficult task to say the least. Second, most people are understandably wary of sending money in the mail to a company that they know nothing about. The public has been warned time and again about scam companies who prey on people using this means of advertising

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

. If you have a good product or service avoid going this route. You simply will not be pleased with your advertising results!

Where to Advertise and How Often?....

Once you have a good ad written, the next step is to seriously consider your budget. We get calls from new customers regularly who ask for guidance in what program they should purchase. The first thing we always ask is what is your monthly budget. It is surprising to us that m

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

ny advertisers cannot answer that question. Before you begin, look at your finances and figure out what you can comfortably invest in advertising on a monthly basis. Take that figure and divide it by four to get a weekly figure. Then, unless you are limited in geographic regions, search according to price range on our website. For example, if you have a $175 weekly budget, go to the $100-$199 buys and see if there is anything that would suit your

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

needs. Keep in mind that you could run one buy for $175 or several smaller buys to meet your budget. If you are limited to a certain geographic region, you will want to search by state.

The most important thing is to stick to a budget so that you can afford to run the programs for a four week run. There are several advantages to this method. First, you will get repetition which will greatly improve your response rate. We will talk more about th

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

Professional from academic institutions, pharmaceutical industries, health care indust

s a little later! Secondly, we have several programs that offer multiple week discounts at four weeks. If you purchase four weeks at one time you can save a great deal of money and possibly allow you to buy into an additional market with your savings!

As for the importance of repetition, we cannot emphasize enough how critical this is! Repetitive advertising builds credibility in your advertising campaign and allows the reader to feel comfortabl

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

e in responding to your ad. Repetitive advertising also builds responses. In college, we were taught the Rule of Seven. Basically, the Rule of Seven claims that a reader must see an add seven times before he or she will respond to it. New advertisers are often surprised by this number because they are not realistic in their expectations. The facts are that a newly published ad may not get noticed the first few publications, then when a reader see

.

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

it, they may or may not respond. Most customers do not respond to ads the first time they see an ad, but each time they see the ad, you are building trust with them. As you get more and more visibility, you will get more responses and increase sales. The first week you advertise will never be your best. If you do a four week trial run for any program as suggested, you will be off to a good start and get a good feel for what the program will do fo

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

Companies that provide selfless information through particip

r you.

Professionals can assist you with copy writing when you order from their service like AdvertisingResults.com, but it is important that you learn to recognize a good ad when you see it. You know your business better than anyone else. Who is the best choice to promote your product or service than the one person that knows your business inside and out... YOURSELF!

copyright (c) 2005 Leigh Ann Kristiansen, American Classified Services, Inc

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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