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It still never ceases to amaze me why B2B advertisers who pay good money for print ad do not

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

have headlines in their ads.

Four out of five readers will see the headline and not the rest

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

Examples of combination products may in

of the ad (body copy). It's the one in five who is caught by the headline will read on and pr

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

oceed to the body copy.

Without a headline, not only have you, as the advertiser, lost some

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

0% or your readership, but chances are you have lost 100%. Why? Simple, what was used to capt

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

Combination pro

re your reader? Nothing.

Unless the rest of the ad has graphics that will grab the reader by

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 neck, that person will proceed to the next page. Expecting a reader to go to your body

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

opy, without a headline to grab him/her, is really expecting a lot. A heck of a lot. Again,

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

because you have to first catch that person and entice him/her to proceed with to the body co

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

y.

Headlines I've found that work well are "How to's", "Direct offers", "Unique product stat

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

ments", "Questions" and a few others.

Many years ago, Samuel Johnson said that "promise, lar

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

Following aspects would a

ge promise, is the soul of an advertisement". This promise can be carried in the headline and

dd to the challenges in developing combination products:

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

elaborated on in the body copy. Without the headline, that advertisement does not only go wit

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

hout a soul, it becomes a meaningless piece of communication and certainly does not fulfil an

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

aim that was set for the ad, ie, to elicit an enquiry.

Before considering re-running an ad

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

ithout the headline, consider carefully if the ad does what you intended it to do. If, becaus

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

Professional from academic institutions, pharmaceutical industries, health care indust

e it has your logo up top, you like the look of the ad, why not add a headline that will grab

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

the reader and make that person want to read on to the rest of the ad.

It's not that hard, b

.

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

ut will earn you the satisfaction of producing a communication piece that works. And, one tha

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

Companies that provide selfless information through particip

will do the job that it's supposed to do...get you enquiries and consequently more customers

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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The process for a private company to go pubilc can be complex and time consuming. This article details some of the top-level factors that affect the timing.

In general gifts are given in business to promote goodwill and foster good relationships. They are also given to show appreciation. How do you know what is a proper gift?

Do you find yourself changing ad copy, tracking conversions and trying to make tiny tweaks all the time? Not that this is a bad thing, but do you know at which point in the decision process your potential customers are presented with your ads? If you don't, read on. Because this has a major impact on your RoI (Return on Investment).

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