Main Subject - Business

Here’s the scenario: Your company has made the final cut and you and a partner are scheduled to make the Big Presentation to the purchasing committee. Close the deal and the two of yo

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

u will split a high five-figure commission, with significant residual income throughout the life of the contract.

No question about it, you and your partner are going to spend a subs

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

Examples of combination products may in

tantial amount of time preparing, organizing and rehearsing your presentation. You’ll make sure you cover every key benefit and that you give extra time and attention to those feature

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

s and benefits of particular importance to your prospective client. And because you’ve been told that every presenter will be given exactly 90 minutes, you’ll take pains to see that y

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

ou have a tightly organized presentation, where each point quickly and smoothly transitions to the next.

How to make your copy flow so that more people will read it

Here’s my

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

Combination pro

point: If you want your direct mail program to be successful you’ll be sure to put forth the same effort on every sales letter you write. (After all, it well may have been a sales let

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

ter that triggered your prospective client’s initial inquiry and ultimately led to the Big Presentation.)

And just as in the Big Presentation, you should pay careful attention that 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

ach point in your sales letter quickly and smoothly transitions to the next. Because a sales letter that has an easy and natural flow to it is more likely to get read and acted on.

G

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

iving the thoughts and ideas expressed in your letter a smooth and easy flow may be as simple as beginning a sentence with “and” or “so.” Here’s an example from my own files:

“Ouc

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

h! Renewing your property lease in a tight market can be painful. And let's face it, we both know that's the type of market we're in right now.

“So what do you do?

“

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

o you just take a deep breath, take out your pen and "re-up" at higher rates? Maybe. And maybe not. But one thing's for sure…”

Notice how the ideas in each sentence and sent

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

Following aspects would a

ence fragment are logically connected to one another -- and the smooth and easy flow of thoughts from one paragraph to the next?

In addition to single word transitions such as “so” a

dd to the challenges in developing combination products:

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

nd “and” there are a number of excellent transitional phrases that can be used quite effectively. A couple of my favorites are “what’s more” and “most important.” These phrases can be

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

of great help to you when you want to transition from benefit to benefit. Here’s an example of both, again, from my own files:

“Years of experience have brought us proficiency, s

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

kill, expertise -- or as you and I might call it -- just "plain ol' smarts." The "smarts" that enable us to know what questions to ask. And, after listening carefully to your answe

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

s, quickly determine how bar coding technology can benefit your company.

“What's more, in short order, we’ll give you a good idea of how much of an investment your system will

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

Professional from academic institutions, pharmaceutical industries, health care indust

require. As well as how fast -- and how substantial -- your payback will be. (Most bar code systems pay for themselves in a year or less.)

“Most important, when you deal w

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

ith the experts at BCI…”

Other excellent transitional phrases are:

“Best of all,…

“What does this mean for you?

“That’s why…

“The result?

“That’s where

.

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

_______ fits in.

“So remember,…

“And that’s not all!

“These are just a few of the…

“But there’s even more.”

Put these tips and pointers to work, and your

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

Companies that provide selfless information through particip

"presentations on paper" are sure to have a smooth and easy flow that keeps your prospects reading, and ultimately pays off for you in more profitable results.

© 2006 Ernest Nicastr

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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We’ve learned that we can use the energy of the wind and the sun. We’ve also learned to harness energy stored in the form of coal and oil. Creative energy, like any other kind of energy, can be harnessed and managed. Involve your people and tap into their creative energy.

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Main Subject - How To Write A Smooth Flowing Sales Letter That Produces Profitable Results

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