Main Subject - Business

My background begins with a degree in advertising, running my own ad agency, followed by 25 years as an advertising consultant for the Yellow Pages. During those 35 years, I believe that I’ve learne

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

d a thing or two or three about what makes a successful ad campaign. I even wrote a book about my directory experiences and how to make more effective Yellow Page ads while saving money. But enough

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

Examples of combination products may in

about me, this is about you and what you need to do to bring in that consumer.

From the title, you have already gathered it starts with the headline. Whether it’s a newspaper, magazine, or Yellow P

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

age ad, the headline is like the ignition of the car. Without one or at least a good working one, nothing happens. The car may stutter or whine, but the end result is wasted time, for both you and t

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

he reader. I was always amazed at what my client suggested for headlines in their YP ads. Can you guess what they asked for?

Most felt that it should just contain their name. In most cases, they fi

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

Combination pro

gured that was enough. Now if their name happened to be, “Jones Plumbing, where we fix all pipes and drains for a low price with 20 years experience and have a full, money-back guarantee,” I would d

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

isagree. Many only wanted their name, like “Harvey’s Appliance Repair” across the entire top. Now what does that really tell us? To begin with, the ad was already under “Appliance Repair,” in the 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

one book. And why would I want to give someone my business simply because his name was Harvey? Even if it was “Smith Toyota Auto Sales,” does that alone convince you to go there to buy your next Cor

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

olla when there are five other Toyota dealerships? I think not.

The headline is an opportunity to challenge the reader and offer a feature or benefit story. It can ask a question, provoke a respons

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

e, or provide valuable information. Rather than describe every possibility, let me list a few examples:

“You Don’t Really Need Insurance, ask us why” (it’s for your survivors, family, etc.)

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

“The 7 Things You Must Do Before Calling a Locksmith”

“Are You Risking Your Life by NOT Seeing Your Dentist Every Year?”

“Don’t Repair Your Brakes Until You Read This”

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

Following aspects would a

li>“We Didn’t Go into Business to Make Money” (to help people)

“Take This Window-Washing Test Before You Call Anyone”

“An Ordinary Pest Control Service Hurts More Than Helps”(using h

dd to the challenges in developing combination products:

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

arsh chemicals, etc.)

“Not All Pet Foods Are Made Equal. Ask Us Why.”

“What Painting Contractors Don’t Want You to Know”

“Why We the Most Expensive Dealer in Town and That’s

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

the Good News!

“Learn the Secret to Better Carpet Cleaning”

“The One Thing that You should Know about your Real Estate Agent”

“Why We No Longer Sell Burglar Alarms” (we sell

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

afety, piece of mind, etc.)

So, what happened to all the business names? They can be anywhere else in the ad that you choose. The main purpose of the headline is to get the reader to cont

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

inue into the heart of the ad. Would you be intrigued by these headlines? Are they better than the name and phone number alone? You can use these as a springboard by plugging in your own type of bus

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

Professional from academic institutions, pharmaceutical industries, health care indust

iness and then explaining in the sub-text what is really going on. Wouldn’t you like to know how you are risking your life by NOT seeing your dentist? It’s because improper flossing can lead to a st

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

roke if the bacteria ends up in your bloodstream.

Anyway, you get the point. Be creative and interesting. Have fun without being obscene or unethical. State a fact you can back up, no matter how o

.

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

utrageous. I wrote headlines for my clients for 35 years. If you want some more advice, check out my best-selling book on my website: www.poweradbook.com It’s about the Yellow Pages but can be app

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

Companies that provide selfless information through particip

lied to any media. Remember, I specialized in helping small businesses with limited budgets. I also guaranteed that I could make them more effective and save them money. Now, that’s a great headline

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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Poems and stories can provide powerful metaphors in training, particularly when you are trying to get a motivational point across. If you think about the things you remember from your past education, you will probably note that most of them have come from rhymes or stories of some kind. I mean how did you learn to say your A,B,C's? I bet you're even saying the rhyme in your head right now!

Political Economy is the study of social relations, particularly the power relations, that mutually constitute the production, distribution, and consumption of resources. In the 20th century there has been a sharp rise in the media industries (i.e. radio, television, film, newspapers, etc.). Corporations are now scrutinizing the economies of these media companies.

We usually think of promotional items as something that businesses give away to promote their company and products, but promotional polo shirts can be used in another way to help give your company an unmistakable identity.

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