Others - Writing and Speaking

For all of us involved in advertising the challenge of producing that one piece of copywriting magic that sends our sales soaring is never far from our minds. Face

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

it, copywriting is not all about aesthetically pleasing language, it is about sales. The most aesthetically pleasing copywriting is not necessarily the most persua

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

Examples of combination products may in

ive that will produce the greatest sales. More often than not, simple language is what produces the most sales. This, in no way implies that you should abandon yo

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

r artistic abilities when writing your ad copy.

Great copywriting demands discipline, imagination, creativity and hard work. You will not become a great copywrit

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 overnight. Even for the best of us, it takes time to master the skill of ad copywriting. With hard work, dedication and purpose you will be able to acquire the

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

Combination pro

echniques that will have you producing great ad copy.

In this article you will learn about the pitfalls you must avoid if you wish to improve your ad co

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

Wrong or Misleading Information There is nothing worse

than an ad copy that misrepresents it products or services. The only person it hurts i

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

you. Yes, you make a few quick bucks but misleading information will eventually destroy your credibility.

Solution: Thoroughly check th

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

facts of your copy before submitting it.

No call to action

Many times we are guity of producing great ad copy be omit the call to

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

ction. You must tell your readers exactly you expect of them, whether to sign up to your mailing list or buy your product. The call for action is what turns vis

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

tors into customers.

Solution: State precisely what action you want from your readers

Sexist language

Sexist o

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

Following aspects would a

gender specific language can be offensive to people and will only serve to alienate your readers.

Solution: Use gender-neutral phrases. Use of plu

dd to the challenges in developing combination products:

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

als is also recommended.

Alienation of Readers

Your audience should always be the primary focus of copywriting and thus your writing

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

style should reflect that of your audience. Unnecessary words and phrases will confuse your audience and take the punch out of your ad copy.

Solution:
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
Avoid the use of technical jargon. Simplicity is the key to effective communication. Make sure your copy is concise. Don't speak over the heads of your readers or
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
ry to impress them with words and phrases they do not understand.

Emotionless Language

Emotion is the "central nervous system" of co
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
ywriting. People buy on emotion not words. Bland copy does not appeal to the emotion of your readers. To write emotionally charged copy that creates an attac
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ment between your readers and products you must first understand your customers needs, moods, personality and desires.

Solution: You must try to unde
.

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
stand what motivates them into buying your product. Get to know your customers and understand what motivates them into buying your product. Appeal to the emotions o
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
your readers. Emphasise with your customers.

If you keep those tips in mind when preparing your ad copy, you will see significant improvements in your copywriting

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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Others - Five (5) Major Pitfalls of Ad Copywriting and What YOU Can Do To Avoid Them

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