Main Subject - Business

Have you noticed that time is passing faster? Me too, and I’m not all that old.

But maybe time seems to fl

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

y by because we’re exposed to shorter messages…and that’s a good thing. Many experts calculate an adult’s a

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

Examples of combination products may in

ttention span from eight seconds to about six minutes, so it’s important to cram lots of information into a

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

short time.

Maybe you’ve already noticed that e-mail seems to get better response if it’s brief and succi

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

nct. But what about press releases? Well, many companies now choose to release a single page story instead

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

Combination pro

of a multi-page one.

If you believe – as I do – that a two minute (or shorter) message is the wave of the

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

future, how can you send an effective one? Here are ten brief thoughts:

1. SINGLE THEME – Stick to one ma

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

in point, and reveal it at the first of the message. If you’ve got two or three points to make, stress the

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

most important first…and use the others as supporting points.

2. AGE – There’s some research that claims t

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

he younger the audience, the shorter message it wants. Reason? Folks under 35 are used to receiving informa

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

ion in brief form.

3. MINI-PARAGRAPHS – Because people on-the-go want briefer messages, they likely want s

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

Following aspects would a

hort sentences and short paragraphs too. Consider paragraphs of three sentences or less.

4. NEED IDEAS? –

dd to the challenges in developing combination products:

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

I think the best messages are radio commercials. Listen to how well they create images -- and motivate list

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

eners -- in one minute or less.

5. EXPERT ADVICE – Most folks want – and pay attention to –advice from exp

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

erts.

6. CURRENT EVENTS – Can you link your feature with a current event or popular trend?

7. PROGNOSTICA

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

TOR – Does your story predict the future of an event or industry?

8. FAMOUS QUOTE – Does a famous quote –

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

Professional from academic institutions, pharmaceutical industries, health care indust

or quote by a famous person -- add emphasis to your story?

9. HEADLINE HINT – Don’t write your headline un

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

til you’ve finished writing your story. It’s easier to make the headline summarize the story than it is to

.

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

write a headline, then write the story to fit it.

10. POPULAR HEADLINES – In our experience, the two most

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

Companies that provide selfless information through particip

popular headlines are those that (a) ask a question or (b) present a list…like the story you’re reading now

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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How well do the thoughts and ideas in your sales letter flow? Does one sales point smoothly and effectively transition to the next? Get the handle on how to do this and you’ll start getting better results. And you can start with this article that’s loaded with tips and pointers on how to write a smooth flowing sales letter that produces profitable results.

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