Delicious - Writing and Speaking

When you are selling a product or service you can’t just say, ’my product is great!’ and expect people to buy it. You need to find ways of persuading potential customers to

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

act. And persuasion is the language of copywriters...

Don’t talk about your fertilizer; tell me about my roses!

The real difficulty here is that not every person

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

Examples of combination products may in

ikes to be persuaded in the same way. You have to know who you are talking to and what will motivate them to buy before you begin. Is your target market driven by a sense

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

f belonging or motivated by their individuality? Do they operate by moving away from problems or toward goals? Answering these kinds of questions means you can tailor your

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

anguage for the greatest impact. And in case you are wondering, writing for ‘everyone’ is not possible – different markets require different approaches.

To know them is

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

Combination pro

to love them:

Read the magazines your clients read; look at promotions that have succeeded or failed in the past and figure out why; study ads and brochures to see if

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

they hold any clues about a clever new approach. You need to be constantly on the lookout for better ways of communicating if you want to avoid annoying or offending your c

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

stomers.

Begin with the end in mind:

Knowing the right words to use with your customers is not enough. You also need to know what sets you apart in the marketplace

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

and what real benefits you are selling. And that means research. Researching your competitors. Looking at your product as if you are a customer seeing it for the first time

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

Finding those things that make dealing with you a unique and worthwhile experience.

Once you have done this, work out the most logical structure for all your selling poin

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

s. This step is especially important when writing for the web where customers give up if they can’t immediately find what they want.

Writing is only a small part of the

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

Following aspects would a

process:

As you can see, none of what you do up to this point is the ACTUAL WRITING. Research and planning is about 50% of what a copywriter does.

That’s because

dd to the challenges in developing combination products:

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

here is no point beginning to write until you really understand who you are writing to, the way they like to receive information, as well as what you a

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

e writing about.

No more writer’s block:

The best thing about all the research and planning is that you end up with loads of useful information, tons of ideas,

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

as well as a good structure to work from. You are now ready to create a rough working document (this is the writing part), before you move on to the task of refining.

E

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

en Ruth says: “Be Ruthless”

Refining (or editing) your work involves choosing the clearest, tightest and easiest to understand language possible. It means being brutal

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

Professional from academic institutions, pharmaceutical industries, health care indust

with every word. And just so there is no confusion here, PEOPLE LIKE TO READ PLAIN ENGLISH. If you ask someone to spend time deciphering flowery language because you think

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

it sounds impressive, chances are they will not read your document.

Rome wasn’t built in a day:

Ask anyone. It takes no time at all to write a ton of drivel. What

.

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

akes time is communicating simply and effectively. So don’t try to write something in half an hour. It takes five to eight hours to write a tight, crisp, one-page letter an

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

Companies that provide selfless information through particip

you can work upwards from there for larger documents.

So if you don’t have enough time to do your job justice, you might want to consider hiring a professional copywriter

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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