Main Subject - Business

Don't use vague generalities in your headlines. Be as specific as possible. For example, you may want to put a date into your headline, or a profit inc

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

rease of some specific percentage, etc. When you use something specific, like a date, an exact dollar amount, or an exact quantity in a headline, it sud

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

Examples of combination products may in

enly becomes more believable.

Using specific numbers makes the reader believe that you really know what you are talking about, you have researched the i

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

nformation, and that you can document what you are saying. Hopefully, that is all true. You never want to lie, it will ruin your credibility and eventu

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

lly destroy your business.

But, having said the above, you may sometimes want to understate your claim. The truth may seem like hype, so you may want t

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

Combination pro

tone it down.

Which headline is more believable?

"Using This Long Lost Secret, Our Business Grew By Leaps and Bounds!"

"Using This Long Lost Secret,

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

Our Business Really Sky-Rocketed!"

"Using This Long Lost Secret, Our Business Grew by 973% in 65 days!"

The last one is the most believable, isn't it?

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

Why? Because it appears to have been measured and it is very specific. An exact percentage in a very specific number of days.

"Using This Long Lost Se

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

ret, Our Business Grew over 900% in a little over two months!" while better than the first two, still is not as believable as the one that is more preci

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

se.

Or how about these sub headlines...

Special Price to End Soon, Buy Now!

Special Price Ends at Midnight, 1 April, Get Your Copy Now While It Is On

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

our Mind!

Only 37 Copies Left, At This Rate We Expect To Be Sold Out In 43 Hours, Get Your Copy Now! Don't Lose Out, When They Are Gone, They Are Gone.

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

Following aspects would a

Aren't the last two more believable that the first?

Here is what Brian Keith Voiles, a master copywriter, has to say about being specific in your headl

dd to the challenges in developing combination products:

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

ines:

"Using specifics in a headline make it almost irresistible to your prospect to not continue reading. You need to use exact numbers: hours, minute

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

, # of days, evenings, dollars, ways, types of something.

Specifics always out-pull generalities. They mean more to our prospect, and they create intri

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

ue about what you're going to tell them in your ad or letter. They draw the reader in."

Let's take a look at a couple more comparison examples. The fir

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

st example is targeted toward marketers who want to grow their mailing list.

"Over 30 Quick and Easy Ways You Can Grow Your List In One Month or Less...

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

Professional from academic institutions, pharmaceutical industries, health care indust

Guaranteed!"

"33 Quick and Easy Ways You Can Double Your List In 30 Days, Guaranteed!"

Which one attracts you more? The second one I'll bet.

Now let'

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

look at a comparison that focuses on people who want to lose weight.

"Over 20 Quick and Easy Ways To Lose Weight In Less Than A Month...Guaranteed!"

"

.

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

21 Quick and Easy Ways To Lose 10 Pounds In 25 Days... Guaranteed!"

Do you see the difference? Specifics create believability.

So, be as specific as p

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

Companies that provide selfless information through particip

ssible in your headlines to increase your believability from the very start of your sales letter or ad and draw your readers further into your sales copy

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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