Just Answers - Writing and Speaking

Attention Entrepreneurs! The following copywriting techniques will provide your company with the basic foundation for selling with words! How?? Creativity. Stressing Benefits. Knowing your aud

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

ience.

Though the above paragraph may sound promotional, it is actually a rather simple example of a few common copywriting techniques mentioned under "Tricks of the Trade."

Copywriting is f

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

Examples of combination products may in

ocused on promotion of a business through a variety of methods and materials – in essence, it is sales on paper! It can be a rather frustrating concept to grasp in that it sometimes goes again

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

st the concept of structured writing. In advertising copywriting, longer and/or more structured sentences don’t necessarily catch the attention of the reader.

The following is a list of some

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

of the more common advertising and public relations materials:

Blogging & ezines
Brochures
Flyers
Other promotional materials
Website cont

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

Combination pro

ent

Commercials

Ads

Direct mail campaigns

Media releases

Feature articles

Newsletters

Media releases and articles are c

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

onsidered Public Relations as they are focused on getting your company information into local media for publication or news coverage. Newsletters, whether online or direct mail, are another gr

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

at way to update your clients or customers with the latest industry news and important events. However, newsletters should not be utilized strictly as a promotional tool; though they can be us

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

ed to advise your clientele of new products or services, it should be done in a more informative manner.

Tricks of the Trade:

Short sentences – Catches the reader’s attention and g

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

ets to the point!

Use of bullets - Definitive list of important selling points or products/services

Testimonials – Provide credence to your product/service through rave rev

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

iews from past clients or consumers.

Call to Action – "Contact us today!"

Catchy headlines – "Announcing a Reward for Referrals: Seeking anti-aging and skin rejuvenation ca

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

Following aspects would a

ndidates"

Questions – "Have your patients asked you questions about all of the latest anti-aging treatments & products?"

Alliteration – "Reward for Referrals", maintaining

dd to the challenges in developing combination products:

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

the same sound structure.

Critical Concept in Copywriting – (There is that Alliteration thing again). Features describe a product or service while benefits are the perks as

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

sociated with the product or service.

In order to successfully promote a product or service, it is critical to communicate the benefits from purchasing a particular product. For exampl

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

, a printer may have fax, scanning & copy capabilities; and while these are important features, this does not relay what the purchaser/consumer will get out of the product. Benefits wo

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

uld be saving money, convenience, ability to save documents to your PC, quality and speed (ok, I guess the last one depends on your printer).

When writing advertising copy, it is also importa

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

Professional from academic institutions, pharmaceutical industries, health care indust

nt to understand your audience and their expectations in order to communicate benefits. For example, if you are selling to consumers interested in the latest anti-aging treatments and products

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

, then focus on skin rejuvenation, quality of product, cost, treatment methods, positive aspects (radiant, younger looking skin or elimination of unsightly scars or veins).

There are numerous

.

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

online resources available to assist the business owner in producing creative and quality material that sells. In addition, there are many great books including "The Copywriters Handbook – A

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

Companies that provide selfless information through particip

Step by Step Guide to Writing that Sells" by Robert W. Bly and "The Complete Idiot’s Guide to Copywriter’s Words & Phrases" by Kathy Kleidermacher.

Write well and write to sell!

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

Tags

Links

Just Answers - Copywriting 101

Related Articles: