Just Answers - Writing and Speaking

The late, great Gary Halbert once said something like copy can never be too long, only too boring. That is why you need to infuse it with charact

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

er! Don't be afraid to put a little stand-out language in your copy. Know why? Because we are so bombarded with marketing messages all the time,

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

Examples of combination products may in

now more than ever we need copy that is a little - no, A LOT more interesting.

But how do you get a sparkling personality down on paper?

Here 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.

re five options you can try.

1) Create a "Yarket" - This is a play on my famous tarket technique where you establish your ta

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

rget market, then distill it down to one single person. When writing your copy, you write to him or her. A "yarket" is creating a persona that is

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

Combination pro

YOU. For example, Do you want to be gruff? Irreverent? Approachable? Write out the qualities of how you'd like to come across in your communicat

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

ions, frame them around you, then step into that character.

2) Identity Theft - Find a larger than life character that you r

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

esonate with and model your copy after how that person would talk. For example, there used to be a comedian by the name of Sam Spade whose onstag

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

e persona was a gumshoe detective from the forties. All of his phrases and tone used language from the forties.

3) Swipe an Identity<

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

/strong> - Read your swipe files and sort out the ones with personality plus. If you find one with the qualities you want your copy to have, go a

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

ead and overlay that voice with your own. For example, if I am writing heavy-duty, testosterone-laden copy, I will first read Gary Halbert, John

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

Following aspects would a

Carlton, or Dan Kennedy. My tone goes through their filter and comes out on the other end as a unique personality.

4) Get a Familiar<

dd to the challenges in developing combination products:

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

/strong> - Don't restrict yourself to a human personality. You can also be more creative by using inanimate objects like your computer mouse, or

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

even a pet. For example, copywriter Michele PW's dog, Nick, writes a column for her newsletter. It's fun to read (and fun to write - just ask Mic

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

hele!)

5) Be Your Heightened YOU - Find qualities about yourself you already like and emphasize them. Act how you would at a

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

party with a couple of cocktails under your belt. For example, I am pretty extroverted most of the time, but sometimes I am not into other peopl

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

Professional from academic institutions, pharmaceutical industries, health care indust

e and vant to be alone, dahlink. Nevertheless, when I sit down to write my copy I am always careful to amp up my energetic side.

Most of all ple

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

ase stop caring what others think. Sure you might offend a few by being edgy. So what?

You won't make everybody happy unless you write boring, m

.

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

ilquetoast copy that's easy to ignore. The first recipient of the Pulitzer Prize, Herbert Bayard Swope wrote, "I can't give you a surefire fo

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

Companies that provide selfless information through particip

rmula for success, but I can give you a formula for failure: try to please everybody all the time." Nothing more need be said on the subject

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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Just Answers - 5 Easy Ways to Put Personality In Your Copy

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