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Main Subject - 'Short' Copy or 'Long' Copy - Which Works Best?
For anyone involved in the development of a marketing message, there has been a long-standing debate for which there is no absolute ans
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
wer.
That debate has centered on whether it is better to use sales copy in advertising, direct mail, even brochures or websites, that is ‘
That debate has centered on whether it is better to use sales copy in advertising, direct mail, even brochures or websites, that is ‘
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
hort’ or ‘long.’
What does that mean?
For most of us, we can think of ads we’ve seen in most magazines. They usually feature a pi
What does that mean?
For most of us, we can think of ads we’ve seen in most magazines. They usually feature a pi
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
cture or illustration, combined with a headline, combined with a small amount of ‘copy,’ or words that tell us more about the product o
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
service, and ask us to do something.
These are ‘short’ copy messages – a couple of paragraphs, maybe even three or four, but not m
These are ‘short’ copy messages – a couple of paragraphs, maybe even three or four, but not m
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
uch more than that. These marketing messages simply make you aware of a product or service, the ‘brand,’ and probably how to buy it
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
or learn more.
These use ‘short’ copy for several reasons. One is simply the amount of space available. But more importantly, a decision was
These use ‘short’ copy for several reasons. One is simply the amount of space available. But more importantly, a decision was
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
made to use that type of media because the creators of the message were targeting a specific market, and chose to stay with a simple, quick
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
to-read message.
Often, that decision will come down to whether the company is doing ‘brand’ marketing, or ‘direct’ marketi
Often, that decision will come down to whether the company is doing ‘brand’ marketing, or ‘direct’ marketi
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
ng. Both have their place, but the trend for the last 10-12 years has been for more ‘direct’ marketing.
Why? Again, there can be many
Why? Again, there can be many
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
easons, but near the top of that list will always be that it is more efficient and more accountable. What does THAT mean?
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
Direct marketing means that the message goes directly to a target audience who buys directly from the marketer. No stores, no
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
iddleman, no distributors.
Starting with the direct mail industry, direct marketing has grown to use other forms of media, to reach the peopl
Starting with the direct mail industry, direct marketing has grown to use other forms of media, to reach the peopl
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
e who are a good market for that product/service. The difference is that direct marketing MUST provide enough information for th
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
prospect to make a purchase decision… right now.
As you can guess, this is where ‘long’ copy comes in. It has proven, in liter
As you can guess, this is where ‘long’ copy comes in. It has proven, in liter
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
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
ally millions of sales letters and direct mail packages, and now websites, to be a very powerful, very efficient way to sell.
Does tha
Does tha
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
mean 'long' copy should always be used? The obvious answer is no. But, if your model includes direct marketing, it is the ONLY
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
way to go.
On top of that, direct marketing makes it much easier to know how well the marketing message is working. It either produces
On top of that, direct marketing makes it much easier to know how well the marketing message is working. It either produces
.
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
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
results that are profitable, or it doesn’t. Direct marketers KNOW what is working, where ‘brand’ marketers must rely more on sales tren
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ds, usually over a longer period of time.
After all that, is the debate over? No… but now you know why there IS a debate
After all that, is the debate over? No… but now you know why there IS a debate
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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