Subjects - Business

What I'm about to reveal are myths that most people think are 'true.'

They seem set in stone yet they are deadly to the advertiser.

I'm certain you'll be surprised. Certainly you may even doubt what I re

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

veal to you. But I've discovered that these myths must *NEVER* be followed - unless of course you like throwing your hard earned money down the drain!

There are essentially five common 'Newspaper And Magaz

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

Examples of combination products may in

ine Advertising Myths'…

Before I go any further I have a proviso to what I'm about to reveal to you about advertising. Here it is…

Everything I talk about here has one goal: To help you make more money

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

- substantially more, with your marketing, sales, and advertising.

If you're looking for 'pretty' advertising or advertising that looks good without getting you leads and orders then you should look else

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

where.

So when you're reading through these advertising myths and facts, be aware that I'm only talking about newspaper and magazine advertising that makes money - plain and simple!

So let's get started…

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

Combination pro

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Advertising Myth 1: Your ad must first 'look good' before it is placed in any publication

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Many people (not your prospects

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

by the way!) judge newspaper and magazine advertising on the 'look and feel' of the ad. In fact one of the mysteries of the modern world is having advertising awards for aesthetically appealing ads. That'

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

s just plain nuts!

It doesn't matter how good your ad looks. What counts is how much money you made from the ad!

Of course I'm not saying your ad cannot look good. What I'm saying is your number one objec

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

tive is to get the sale (or at least a response.

Never forsake this goal for creating a good looking ad!

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Advertising Myth 2: Your company name needs to be prominen

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

t in the ad

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Regardless of how familiar your company or service is to your prospects you should always place your company name at the bottom of the ad. Never ever p

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

t your company name at the top of the ad.

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Advertising Myth 3: You should never use a reply coupon because it looks 'unprofessional'

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

Following aspects would a

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Many design agencies frown on response coupons because once again they don't look 'good.' A coupon has the ability to *double* your response instantly.

You must therefore have a very good reason

dd to the challenges in developing combination products:

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

not to use a coupon in your ads. (By the way I've never come up with a good enough reason - unless of course you're restricted to space!).

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Advertising Myth 4: Yo

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

u should use a design agency to create your ads

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Like all professions there are good and bad design agencies. However only use a design agency that uses 'direct resp

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

onse' advertising principles.

All other design agencies will never get the results you should expect with your newspaper and magazine advertising.

In almost every case you are better equipped to create

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

your own advertising rather than using a design agency.

You'll save thousands of dollars and almost certainly make more money from the advertising you create.

****************************************

Adve

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

Professional from academic institutions, pharmaceutical industries, health care indust

rtising Myth 5: Your ad must not have too much copy (words) and have lots of white space

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This is the number one mistake people make with their newspaper and magazin

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

e advertising.

You cannot ever hope to get a high response to your advertising if you don't give people a reason (or several reasons) to respond. This means that your ad needs to be *FULL* of copy.

Contr

.

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

ary to popular belief an ad crammed full of relevant and benefit written copy always *substantially* wins over an ad without lots of copy.

***

So there you have it. If you want more sales and more succes

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

Companies that provide selfless information through particip

s from your newspaper and magazine ads you must step outside the box.

You must break from tradition. You must forget about creating good looking ads. Do this and I promise your sales and profits will soar

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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