Useful Advices - Business

If you’d like to know 5 copywriting secrets for truly knowing your niche customer then you’re in for a treat. The most important element in good sales copy is appealing to

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

your reader -- by writing about something that interests them. In other words, you have to give them what they want.

This means appealing to their self-interest. Their pe

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

Examples of combination products may in

rsonal desires. Getting to know their feelings … etc. So how do you do this? By intimately knowing your audience … which is what these copywriting secrets are all about.

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

Here are a few copywriting secrets the pros use on a regular basis:

1) Read all the best-selling books relating to your subject / target market. Note the book’s title, the

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

n any sales copy or reviews on its back cover. Open it up and review the table of contents and index. Finally, read the first and last chapters. Makes notes on all the de

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

Combination pro

ails / benefits readers are promised to find inside. These will give you a heads up on what your market currently desires.

2) Find all the magazines relating to your subje

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

ct / target market. If you’re at the library get as many back issues as you can. Leaf through these and note any recurring themes or subjects. These will be the popular o

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

es … the ones your target is hungry for.

3) Even more importantly … carefully read all the ads in these magazines. Find the ads appearing over and over in each magazine –

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

from issue to issue. These ads are probably money-makers. What do they sell? What are the emotions they appeal to? What are the key benefits they promise? The key words

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

used? Etc.

4) Hold on … you’re not done with the magazines yet. One of the most overlooked of all copywriting secrets is reading letters to the editor. They’re filled wi

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

th strong feelings and emotions. Emotions powerful enough to motivate a reader to sit down and write ... then go through the hassle of addressing an envelope ... stamping i

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

Following aspects would a

t ... and then mailing it.

5) Now you’re ready to confirm all the research you’ve done up to this point. By using the biggest secret of all - - which is getting the indus

dd to the challenges in developing combination products:

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

ry “controls” already being mailed to your subject / target market.

Direct mail packages that keep mailing over and over again are surely profitable … and a winning standar

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

d for whoever is mailing them. These are referred to as “controls” in the direct mail industry. And the following resources are relatively inexpensive ones you can use to

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

ind such controls:

a) Who's Mailing What! … found at http://www.whosmailingwhat.com/

You have to pay for a one-

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

year membership. This basic subscription allows you to get information about direct mailers. Paying extra fees gives you access to industry controls. They even identify t

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

Professional from academic institutions, pharmaceutical industries, health care indust

e “grand controls,” which refer to direct mail packages mailed many, many times … over a lengthy period.

b) Inside Direct Mail … found at y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

insidedirectmail.com/">http://www.insidedirectmail.com/

This excellent resource also tells you what’s currently mailing to your market. Get a hold of these controls.

.

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

ead them very carefully. Note every benefit promised. Every emotional hot button. These mailings can be worth more to you than gold if you’ve got a great mailing list and

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

Companies that provide selfless information through particip

a great offer.

Alright. That’s enough for now. Use these copywriting secrets to your advantage, and enjoy success with your direct mail!

Copyright 2006 Joseph Farinacci

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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