Main Subject - Business

It’s a simple fact. When your customers are presented with inconsistent or muddled marketing messages, they instinctively say ‘no,’ and move on. However, creating consistent selling statements throughout

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

your B2B marketing materials can be difficult. Especially when you’re under the gun to produce a sales letter by the end of the week and a brochure by the end of the month—not to mention a print ad that

; 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 due ASAP.

The solution is creating a comprehensive key message copy platform that serves as the “master message document” for your product, from which you can write all your marketing pieces. Effecti

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

ve key message copy platforms typically include the following sections:

The Problem Your Product Solves. Every product exists to solve a problem or a meet a need of some kind. Make sure your key messag

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

platform includes a clear explanation of the specific need your product addresses, and include it in your marcom materials.

How Your Product Works. If your customers look at your web site, brochure an

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

Combination pro

d data sheet and see three different descriptions of how your product works, you’re in trouble. So develop one good explanation that’s easy to follow, and use it throughout your campaign.

Market Researc

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

h Facts and Figures. Your key message platform is the ideal place to list all the key market stats, facts and figures you need to substantiate the marketing claims you want to make about your product.

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

nique Selling Proposition (USP). To effectively market your product, it’s ideal to have a unique selling proposition (USP) that makes it superior to its competition. Write a strong statement about your

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

product’s USP, and use it as the golden thread that is woven throughout your marketing campaign.

Emotional Selling Proposition (ESP). Next, summarize your emotional selling proposition (ESP). For examp

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

le, a product that restores a person’s hearing also restores their hope and makes them feel more vibrant and confident. Capture this emotion and put it in words that become a focal point of your marketin

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

campaign.

Product Positioning Statement. Do you want your customers to think of your product as the high-quality, low-cost alternative to the top brand in the market? Or do you want them to think of i

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

Following aspects would a

t as the premium product that is socially in vogue or has no peer? Describe how you want your target market to perceive your product, and then write your marketing copy using a style and tone that suppor

dd to the challenges in developing combination products:

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

ts your objectives.

Testimonials. Testimonials from industry leaders can be pure gold for your marketing campaign, so collecting them is a must for your key message platform. A renowned industry expert

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

making strong statements in favor of your product will do more to influence the opinion of his or her peers than statements made by your company.

Product Features and Benefits. Make a detailed list of

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

your product’s features and benefits. Here is an example of a feature/benefit statement from a key message platform I wrote for a product called Axis.™ Axis is a solvent-dehydrated, preserved human derm

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

is product that is used in surgical procedures.

•The omni-directional fibers in Axis (feature) result in consistent high tensile strength and quality (benefit).

Key Message Statements. Now comes the p

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

Professional from academic institutions, pharmaceutical industries, health care indust

art of a key message platform where you actually get to write key message statements! The following is an example based on the feature/benefit statement I cited above for Axis.

Axis™ Is Strong. Axis de

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

mis has omni-directional fibers that give it consistent high tensile strength and quality. It’s dense network of collagen bundles interconnect in every direction—making it that much stronger. Every piece

.

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

. Every time. So why leave strength to chance?

Imagine the power you will have in your hands when you include all this detailed information about your product in a single resource document—before you ev

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

Companies that provide selfless information through particip

en begin writing your marcom materials. It’s easy to see why first developing key message copy platforms is a much better strategy than writing marcom pieces one at a time on a make-it-up-as-you-go basis

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.mainsubjects.org.ua/article/25477/mainsubjects-Key-Message-Sales-Copy-PlatformsThe-Secret-To-Increasing-The-Power-of-Your-B2B-Marketing-Materials.html">Key Message Sales Copy Platforms-The Secret To Increasing The Power of Your B2B Marketing Materials</a>

BB link (for phorums):
[url=http://www.mainsubjects.org.ua/article/25477/mainsubjects-Key-Message-Sales-Copy-PlatformsThe-Secret-To-Increasing-The-Power-of-Your-B2B-Marketing-Materials.html]Key Message Sales Copy Platforms-The Secret To Increasing The Power of Your B2B Marketing Materials[/url]

You may be wondering why you'd want to have a mail order business when you can have an internet only business. A mail order business is something that you can run even if something happens to your computer or internet service. Here are some tips to build a successful mail order business.

Does it make sense to become franchise consultant these days? Would this make a good career choice? Well franchising is a very rewarding field and good franchise business consultants are needed, as the failure rates for Franchising Companies is 75%.

Question: What is one of the easiest ways to get a sustained increase in sales in your travel business? Answer- track and monitor the amount of people you give a quote to versus the number people who buy. Look at ways of improving the conversion rate to sale. Now this sounds simple but in theory hardly any travel business or any business does this effectively. But I am convinced after coaching 146 businesses that this is one of the easiest ways to get sustained improvement.

Tags

Links

Main Subject - Key Message Sales Copy Platforms-The Secret To Increasing The Power of Your B2B Marketing Materials

Related Articles: