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Often the most powerful headlines are those that include some specific benefit within them while simultaneously peaking th

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

e interest of the reader as to what may be inside the article.

Let's look at the following as an example...

"5 Secrets t

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

Examples of combination products may in

o Doubling Your List In 90 Days"

This headline includes both a benefit statement and specificity.

Specificity in include

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 in three ways, the number of secrets (5), the benefit of doubling your list (specifically says what it will do), and spe

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

ifically in what period of time (90 days).

Now if you were a reader who was interested in building a list, do you think t

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

Combination pro

his headline would get your attention? I think it would.

Remember the purpose of a headline is to stop the reader (or sca

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

nner) dead in their tracks and pull them into reading the article or other form of copy.

Lets assume you are an Internet

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

marketer or small business owner and have the desire to increase the size of your mailing list (either email or snail mail

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

. You are scanning a newspaper, journal or magazine looking for something interesting to read.

Your eyes fall upon the fo

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

llowing three article headlines:

Headline # 1: "How To Grow Your List"

Headline # 2: "5 Secrets to Doubling Your List In

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

90 Days"

Headline # 3: "The Importance Of Growing A List"

Which one do you think you would turn to read first?

In this

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

Following aspects would a

case both the first and second headlines contain a benefit statement, but the second headline includes specificity which

dd to the challenges in developing combination products:

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

he first does not.

Under the above scenario, I believe that the reader would read the article associated with headline 2

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

first, then since headline one also includes a benefit statement (implies that it will reveal methods, techniques, strateg

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

ies, or tactics on how to grow you list, which is something you would like to know), the reader would read the first artic

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

le if he or she had enough time available to read both. While the article associated with headline three would probably ge

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

Professional from academic institutions, pharmaceutical industries, health care indust

passed over.

Why would article three get passed over, you ask? Well, it is boring. It implies that it will simply tell y

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

ou something that you most probably already know, given the scenario, so why waste your time reading what you feel is alre

.

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

ady obvious.

Additionally, headlines one and two are in the active voice, which is more powerful that the passive voice.

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

Companies that provide selfless information through particip

Takeout: Include a benefit statement in your headline with as much specificity as possible and watch your sales skyrocket

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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