Main Subject - Business

What ingredients make an effective ad that produces higher yields?

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

After thinking about this, I thought of thirteen (a bakers dozen for

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

Examples of combination products may in

the non-bakers in the audience) essential ingredients for an effect

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 high yielding ad. Here are the thirteen ingredients.

1. Determ

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

ine the objective or desired outcome for the ad.

2. Always seek th

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

Combination pro

name, email address, postal address and telephone number for respon

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

ses to the ad.

3. Develop a compelling headline for the ad.

4. P

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

resent at least two of your competitive advantages in the ad.

5. U

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

e the word “FREE” in the ad. It is the most powerful word in market

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

ing.

6. Use a photo of a real person in the ad. Studies have show

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

a higher response to ads with close up photos that show the eyes of

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

Following aspects would a

real people.

7. Refer to “frustration” and/or “pain” in the ad th

dd to the challenges in developing combination products:

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

at will be reduced, relieved or removed by what you are advertising.

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

8. Present the “benefits,” rather than the “features” of the produ

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

ct or service being advertised in the ad.

9. Provide a “risk free”

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

offer in the ad.

10. Present a specific “call to action” in the ad

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

Professional from academic institutions, pharmaceutical industries, health care indust

.

11. Make it very easy and simple to respond to the ad (e.g. phon

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

e call or visit a web site).

12. Create a “sense of urgency” to re

.

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

pond by including a real or artificial deadline in the ad.

13. Inc

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

Companies that provide selfless information through particip

lude a “tracking” process to measure the effective “yield” of the ad

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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