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After thirty years in the ad design business (a dozen of them devoted exclusively to Yellow Pages advertising), I’d say these are the top four complaints I’ve hear

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:

1) "They're far too expensive,”

2) “I get poor return on my investment,”

3) “my directory sales rep is a $#@!%,” and 4) “they made an error in my ad.”

While

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

Examples of combination products may in

I can’t comment on your directory sales rep, and I do think having the wrong number in your ad is cause for complaint, I’ve always felt the first tw

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

complaints were really one compaint - “My ad aint working!” - and that it wasn’t fair to blame the Yellow Pages themselves for a badly designed ad.

So I’ve liste

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

d the top 5 Yellow Page design blunders below. Each mistake will bludgeon your ROI to a pulp. So read 'em, DON'T do 'em and you'll be overjoyed when your ad resp

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

Combination pro

nse jets off into the stratosphere.

1) Your Headline Is Your Business Name, Logo, and/or Photo

Fact is, your prospects don't car about who YOU are, what Y

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

OU look like or what YOU'RE all about. All they want to know is... "who's going to solve my problem in the most effective way possible?" Make your headline speak

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

directly to your prospects needs and desires. Make it unique and irresistible. Spend the bulk of your ad development time on your headline because your response

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

rate will live or die by it. Create an ad with a weak or nonexistent headline and you can wheel it to the morgue.

2) You Want EVERY Type Of Customer In Town
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
>

If your ad is desperately trying to attract every type of conceivable customer, you will attract very few. Focus your ad on one specific type of prospect. Thi
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
s way you can engage readers in a much more thorough and personal way. The more tightly you focus your audience and message, the greater your response will be.

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

Following aspects would a

b>3) Your Ad Copy Consists Of Nothing But Bullet Points

Bullets will kill, if they're not used properly. You must include persuasive ad copy that speaks to y

dd to the challenges in developing combination products:

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

ur prospects needs and helps differentiate you from your competitors in a powerful way. Bullets are OK, just as long as you also include supporting copy that spea

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

ks to your prospects emotional needs and desires.

4) Your Photo Or Illustration Is Meaningless

Don't use expected, generic images. They make eyes glaze o

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

er and push readers to your competitors' ad's who may have more compelling images. Use "unexpected" images that leap off the page and grab readers' eyes. Make su

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

re your images are positive (solution based) and that they help support your main headline theme.

5) You Have NO Powerful Call-To-Action

If you don't tell

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

Professional from academic institutions, pharmaceutical industries, health care indust

them to act, they won't. Place a strong call to action near your phone number. Make it as inviting and irresistible as possible. "Mention this ad for a FREE repo

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

rt and $50 OFF your 1st purchase".

Your prospects are ready to call you, right now! But in order for that to happen, they've got to FEEL GOOD about calling you.

.

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

You can bet they won't get those safe, comfy and warm feelings if you're guilty of any of the five crimes above. So when you sit down to create your next Yellow P

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

Companies that provide selfless information through particip

age ad masterpiece, steer clear of these five top Yellow Page response murderers. If you need some help along the way, call me at 800-726-7006. I'll keep you safe

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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Gone are the days when a change initiative was launched by a memo from above. Today, change must be facilitated. A well scripted and placed vision story is step one.

People constantly come into your office and you are always sending out mail to new, potential clients.

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