Just Answers - Writing and Speaking

You have two seconds to get all you want from your Classified Ad and this lies in your headline. Your headline will get people to read further and click, sign up, order, register, subscribe, o

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

r take action that eventually leads to a sale. Knowing this as fact, if you had just two seconds to seize everything you’ve ever wanted in sales, would you know what to write?

Most of us woul

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

Examples of combination products may in

not. Skillful writers or wordsmiths hold the real power in sales. They are the speechwriters, journalists, novelists, advertising copywriters and the like. And if we had one at our beck and

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

call, we might submit our barely breathing headlines and watch as they perform open heart surgery by merely changing some of our words.

People are moved by words; poets have known this for cen

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

uries. Certain phrases or words create strong mental pictures in our minds. Mentally we are always busy. We never stop thinking even in sleep. If you can raise a question with your headline

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

Combination pro

that drives your reader to look for the answer, then you’re going to get them to read the body of your copy.

It’s not the product or service that inspires the customer’s desire for it. Rath

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

r it’s the anticipation, the feeling that they will experience as a result of owning it. Therefore, stop describing all the wonderful features. Instead paint a mental picture of how their lif

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

will change once they have the benefit of using it.

Campbell Soup gave us a simple mental image with, “Mmm mm good”. That mental image has worked for millions of buyers. Avis convinces us “

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

e try harder” so when we think of renting a car, we first think Avis. I know many guys who only wear Levi jeans and in particular “501 Blues”. Wendy’s tells us it’s okay to be square. These a

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

re all mental images that endure.

Someone coined the phrase ‘sell the sizzle, not the steak’; a great example of mental imaging. If you’re not advertising a mental image, you probably have a

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

arely-breathing headline. It matters little how grand the text of the ad is, no one will get that far. In simple math -- you lose 10 to 100 times the cost of your product in the time you spen

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

Following aspects would a

creating your headline.

Do You Make These Mistakes In English? Here’s a title that offers a direct challenge. The hook is in the word “these” and it compels you to investigate. Do I make t

dd to the challenges in developing combination products:

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

ese mistakes you might ask yourself? And if so, there seems to be a promise of help if you do. Eliminating the word “these” would not force a reader to inquire further.

Compare these two hea

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

dlines for appeal -- We’ll Help You Make More Money or, We’ll Help You Pay Your Rent. The lesson here is the magnetic use of the specific. A monthly obligation is fixed and distinct in the mi

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

d. “More Money” is just too general.

“Free” is, of course, a rather trite and moss-covered word. Yet no one has come up with a substitute for it that is equally as strong or less blatant. I

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

still works for virtually everyone, but if you are aiming at professional or more affluent prospects you might think of replacing it with “complementary”.

Each day we are subjected to hundred

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

Professional from academic institutions, pharmaceutical industries, health care indust

of ads on television, billboards, store fronts, and just about anywhere we turn. Ad agencies refer to this continual rush of advertising as “noise”. Small wonder we have become immune to adv

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

ertising. The only ones we take particular interest in are the ones that rise above the “noise”. Many do this with comedy.

David Ogilvy will be best remembered for his famous Rolls Royce copy

.

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

At 60 miles an hour the loudest noise in the new Rolls Royce comes from the electric clock”. Notice that a long headline that really says something is much, much better than a short headline

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

Companies that provide selfless information through particip

that says nothing.

Incidentally, when engineers back at the Rolls Royce factory read Ogilvy’s copy, their response was: “We really must do something about that darn clock”.

© 2005 Esther Smit

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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Tenants and homeowners who don't want to put their property as collateral can seek unsecured personal loan, as it doesn’t necessitates the presence of collateral.

If you are looking for finance to either start up a business or expand your existing one you have to spend time preparing for the interview with the Bank. But many people have a problem in presenting themselves in front of strangers! Let’s consider why people find the idea of selling themselves and their business a daunting task.

You can make a Blue Ribbon presentation each and every time if you follow these 14 rules.

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