Others - Writing and Speaking

1. Isolation technique
It doesn’t matter how good your copy is if they don’t read it. Put blinders on and read each line (includi

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

ng the headlines and subheads) as if they exist in total isolation. Ask yourself if it makes sense on its own. For example, I was looking throu

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

Examples of combination products may in

gh Esquire Magazine and saw an article on a celebrity. The headline was “That Voice.” Does that headline compel you to rea

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 on? It didn’t do it for me. A mistake many copywriters make is to write too cleverly, insisting that “if you only read the rest of the copy,

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

you will understand my masterful headline.” Uh – wrong. Make it clear enough to stand on its own.

2. Hire child labor
It’s okay

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

Combination pro

f little Johnny isn’t old enough to vote. If he’s old enough to read, he has the potential to work under you as a mini entrepreneur. Here’s wha

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

t you do. Find a child between 8 and 12 years old (much younger or older and this trick won’t work). Have him or her read your copy out loud. E

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

very time little Mary stumbles or doesn’t know a word, pay her a buck. If the prospect has to think about what a word means, you risk taking hi

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

m or her out of the “reader’s trance” and losing the prospect forever. Use short words and sentences and you’ll save a lot of money with this

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

test.

3. Show it happening NOW
Use active voice rather than passive. In other words, make your subject do things rather than hav

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

things done to him or her. The copy reads more dynamically that way.

Example of passive:
“Over 500 qualified prospects were sent an i

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

Following aspects would a

nvitation to the meeting.”

Example of active:
“We sent out over 500 invitations to qualified prospects.”

4. Get headlines and su

dd to the challenges in developing combination products:

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

bheads to work harder
Sometimes you only need to change a word or two to vastly increase your conversion rate (the number of online vis

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

itors who convert to buyers).
I’ve seldom seen one that couldn’t be tweaked for more impact.

Example,
“Put music in your life”
Ver

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

sus
“Puts music in your life”

Simply adding the “s” increased conversion over 400%. Do the isolation technique on those heads and subhead

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

. Then ask yourself after each one, “So what?” If it makes you want to read further, good. You’re on the right track.

5. Add lists

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

Professional from academic institutions, pharmaceutical industries, health care indust

Some of the most highly read parts of any copy are the bullets or numbered lists. They are bite-sized and easy to understand with one quick

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

glance. (Whether online or offline). So make it easier on your prospect by spoon feeding him or her Here’s a tip. Be put your strongest bullet

.

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

first and last. When a prospect scans, those are the two most thoroughly read positions. the information. Hey, you’re reading one now!

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

Companies that provide selfless information through particip

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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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