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Marketing guru Gene Schwartz wrote: "Your headline has only one job – to stop your prospect and compel him to read the second sentence of your ad."

You can apply

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

that to any marketing piece you write, including print ads, brochures, emails, web pages, letters and more. Without a compelling headline most readers will stop right the

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

Examples of combination products may in

re, and then discard the rest. And your message will nose-dive into oblivion.

Think about it, if you run an ad in your local paper, do you think anyone will be looking ou

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

t for it (apart from your mum)? Heck no! It has to almost wave or yell at them to make readers notice. If your headline doesn't do that, the rest of your ad will go unread

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

Outcome = no sales.

Heading for ?29m in sales

If Schwartz hadn't bothered to come up with a half-decent headline, the company he wrote for would never have sold

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

Combination pro

1.98 million copies of a single $25 (?14) book that brought in $50m (?29m) worth of sales.

Like David Ogilvy and many other experts, Schwartz believed the headline is the

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

most important part of an ad. So do I. In fact, I'd go so far to say that a great headline is vital.

“On the average, five times as many people read the headlines as rea

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

d the body copy..." says Ogilvy. "It follows that, unless your headline sells your product [service or business], you have wasted 90% of your money."

Buyers make their

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

decisions at the headline

What’s more, around 60–80% of all people will read your headline and no more. If it doesn’t capture their interest enough, your message will

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

stand little chance in an increasingly competitive marketplace. And your prospective client will move on to the next website, the next advert, the next email...

But if i

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

t really packs a powerful punch, a headline is capable of making the sale there and then. Advertising legend John Caples wrote: "In a print ad, 75% of the buying decisions

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

Following aspects would a

are made at the headline alone."

Top copywriters understand these concepts very well. They know how essential it is for the headline to command attention by figuratively

dd to the challenges in developing combination products:

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

grabbing the prospect by the shoulders. And that’s why they spend the bulk of their time crafting a strong and appealing headline.

The thing is, hiring a professional cop

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

ywriter to write a first- rate headline for you can set you back hundreds upon hundreds, even thousands, of pounds.

Not such a big deal. For here, to set you off on the r

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

ight track, are five steps to never-fail headlines:

1. Write down the benefits your product or service. What will it do for the buyer? Does it save time?

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

Make people look younger? Include everything you can think of, but only if it's true!

2. Turn them into a set of 30-50 different headlines. Don't stop to ponder wh

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

Professional from academic institutions, pharmaceutical industries, health care indust

ch you will use. Just get them down on paper. And don't try too hard at this stage. The point of this exercise is to stir your subconscious into throwing up something that

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

will work.

3. Put your list in a draw and forget about it for a day or so.

4. Read your list out loud. Which headlines sound interesting? Believable? Exci

.

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

table? Shortlist those and improve on them if you can, emphasising any offers you're currently running. Keep thinking, "What does this do for my customers?"

5. Ask

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

Companies that provide selfless information through particip

yourself which of your shortlisted headlines really grabs attention and makes the reader want to read on. The one that resonates the most is the one you should test drive

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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Ever heard of FACTA? Most of us would say “No”. Have you heard that you can get a free credit report? To that we would say, “Yes”. So you have heard of FACTA. But how does that affect me?

Perhaps you have not considered the wealth of information that is available on your competitors. Public companies are required by law to give away all their financial information and most all of this is available on the Internet for free. This information is there for investors to know exactly what the company is doing so they can make a good informed decision of whether or not to buy their stock.

It seems that every manufacturing company is now trying to adapt the Lean Philosophy, invented and mastered by Toyota Corporation. Lean manufacturing has also spilled over into non manufacturing industries. Unfortunately, many companies don’t completely understand the true meaning of Lean Manufacturing. Lean Manufacturing, simply put, is “continuously improving your processes to eliminate waste”. This sounds simple, but many companies will fail to become truly Lean because they don’t have an environment to implement and maintain Lean.

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