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It’s only natural to wonder. Do those hype-y, over-the-top ads actually work? Are publishers who beg, plead, and cajole readers to b

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

uy actually making sales? And, is it possible to publish a profitable newsletter without resorting to slimy tactics?

The answer, of course,

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

Examples of combination products may in

s yes. (To all three questions, by the way.)

Before I explain how to publish profitably without slimy copy, let’s take a look at the number

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

one question I get about newsletter advertising–where on earth should the promo copy go?

Assuming all copy being equal, if you put

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

our promo at the very top of your newsletter (before any other content, but after the nameplate), you’ll make the most sales. You’ll also get the mos

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

Combination pro

unsubscribers and complaints.

If you put your promo in the middle, you’ll make fewer sales and have fewer unsubscribers.

And if you put your ad at

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

the very end, prepare to make very few sales. But, hey, no one will complain.

As you can see from NIF, I usually put the ad in the middle. It strike

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

me as a good balance–it’s visible, and you can always skip it if you’re not interested.

When might you put it elsewhere? If you on

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

y have one piece per newsletter, and that piece is really short (say, you send out a regular quote or paragraph of coaching), putting your ad at the

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

ottom makes sense–it’s after the great content, but still pretty visible.

If you’re launching a new product or service or trying to

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

prove to your boss or client that a newsletter can deliver the sales, the top might make the most sense. It’s all about priorities.

Once you’ve dete

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

Following aspects would a

mined the right placement for your newsletter, you’ve got to actually write the darn thing. And that, like most newsletter tasks, is easier said than

dd to the challenges in developing combination products:

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

done.

There is a straightforward way to do it, though. And that’s this: simply describe the experience your reader can expect to ha

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

e. Render it with as many details as possible, covering the basic who, what, where, when, and how.

If you do a great job with your descripti

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

n, you’ll probably find it’s too long for your newsletter. But the editing should come after you’ve actually written it out. Don’t edit as y

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

u go.

What’s the right length? Shorter is better, but if what you’ve written is compelling, friendly, and enjoyable-to-read, length

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

Professional from academic institutions, pharmaceutical industries, health care indust

doesn’t matter nearly as much.

Include as much of the description as you think is necessary–it is your newsletter, after all. You’l

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

get better at sharing the just-right details as you practice more, and along the way, your readers will probably be more patient with you than you e

.

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

pect.

So, put your ad where it belongs. Write it as long as it needs to be (and no longer). And let yourself get comfortable with the idea of presen

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

Companies that provide selfless information through particip

ing what you have to offer for your readers to consider. It’s a sure way to publish a newsletter that’s both profitable and a joy for readers to read

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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Digg It - Where Do the Ads Belong? And Other Newsletter Marketing Mysteries

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