Cases - Business

I was having a conversation with fellow speaker Ari Galper of Unlock the Game at a recent event

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

we spoke at. We were talking about how copy is in absolutely EVERY aspect of your marketing. A lot of p

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

Examples of combination products may in

eople think copy is something they will get to eventually. Or they will hire someone to do it for them.

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

But Ari put it in a way that I really had not thought of before. He said, “We are ALL in the publishing

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

business. You should share with your list what an average day is like for you and how important writing

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

Combination pro

is on every level.” Okay, Ari. Good idea. Here is my average day (if there is such a thing):

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

30am Get ready for the day, get the kids to the bus, walk the dog

7:30am Drive to and from Tae b

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

o, shower

10:30am Write emails (COPY)

11:00am Write article for ezine (COPY)

12:

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

30pm Lunch

1:00pm Write promotional email for list (COPY)

1:30pm Write affiliate email (

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

COPY)

2:00pm Meditate

2:30pm Write promotional (COPY)

3:00pm Write landing page

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

copy (COPY)

3:30pm Write emails (COPY)

4:00pm Phone calls

4:30pm Boys come home,

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

Following aspects would a

FAMILY TIME So of my working hours, OVER HALF of my time requires copywriting skills.

dd to the challenges in developing combination products:

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

Yes, I’m a trained copywriter, but all entrepreneurs should really be spending this much time

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

marketing. In other words, you should be spending this much time WRITING COPY. Think about ways you can

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

improve your copywriting skills this year. Pay attention to your junk mail. Raise your awareness to how

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

other marketers are trying to get your attention. Study the works of those who have already cracked the

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

Professional from academic institutions, pharmaceutical industries, health care indust

copywriting code. Every year you don’t have copywriting under your belt dollars are slipping --n

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

o, pouring -- away. The good news for you is it’s never been more economical to get this sk

.

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

ill down solid in record speed. Just poke around my copywriting closet and get your copy on at HALF PRIC

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

Companies that provide selfless information through particip

E. www.redhotcopy.com/closet.htm

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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An interview almost invariably closes with the potential employer asking if you have any questions. Often an applicant will ask for clarification on benefits -insurance, vacation time, etc. While these are obviously important for you to know, they plant a seed in the interviewer's mind that maybe you are more interested in what the job can do for you than in how you can help the employer.

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