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"Advertising doesn't work." I hear it from my clients all the time. One client was about to file for bankruptcy because she wasn't getting a good response to her radio ads, and the cost was killing her

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

. But she knew her target market was listening; she knew she needed to get her name out there to generate more business. What should she do?

Owners of small businesses and professionals like yourself

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

Examples of combination products may in

realize that to take your business to the next level, you need to get your products and services in front of a larger audience. You want to generate more leads, get more prospects to contact you and bu

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

y from you. Advertising is essential but how do you get more out of your advertising dollars?

Have you been disappointed by your advertising campaigns?

I felt the same way about my family's VCR. I pa

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

id good money for it (though probably not nearly as much as most people pay for advertising) and as far as I was concerned I could never get it to work the way I wanted it to. I spent way too much time

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

Combination pro

fiddling with it and I still couldn't get it to record a TV show or a movie reliably when I was away. After a while I stopped trying to use its record function.

Sound familiar?

Compared to programmi

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

ng a VCR, creating a successful advertising campaign is simple. Note the operative word here is "successful". It's easy to put together an advertising campaign, but creating one that helps you make mor

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

than you spend should be the objective. The following seven elements are what separate a successful advertising campaign from one that just costs you money.

Elements of A Successful Advertising Campa

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

ign

1. Choose the media that will reach your target market. It sounds obvious, but make sure your target audience will see and/or hear your ad. Select a publication or radio or cable station that your

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

target audience reads or tunes to. If you're advertising on the web, your keyword selection is critical here.

2. Write ad copy that your prospects will want to read. Your prospects' primary interest

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

is in what your product or service will do for them, not what it actually is. Which would you be more likely to read, a headline that reads, "Accounting Services" or one that reads, "How to Avoid Over

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

Following aspects would a

paying Your Taxes"?

3. Have others establish your credibility. If space allows, include testimonials in your ad verifying the outstanding results your products and services generate.

4. Motivate pro

dd to the challenges in developing combination products:

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

spects to contact you Include a limited-time offer or something for free — a report, appraisal or bonus product — to prompt your prospects to take action.

5. Tell prospects what you want them to do a

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

nd how to do it. This is your "call to action". Tell them to call you, visit your web site, send you an email, fill in the reply card, etc.

6. Follow up your offer with the information prospects need

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

to make a purchase. Too many people make the mistake at this point in the sales process of launching into a s.ales pitch. Whether your prospect is on the phone with you or is visiting your web site, he

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

lp them clarify the problem or concern they have and detail the solution you provide. Then remind them what action you want them to take.

7. Continue to educate your prospects and clients. Stay in to

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

Professional from academic institutions, pharmaceutical industries, health care indust

uch with likely prospects by contacting them at least every month. Get the conversation going by discussing a common problem. Give your prospects a quick tip they can use and, of course, mention the so

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

lutions you provide.

A successful advertising campaign will include all seven of the above elements, not just one or two. When you put all these elements in place, your advertising will generate more

.

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

leads and sales and you’ll see a good return on your advertising dollars.

By the way, the client who came to me on the verge of bankruptcy is now back on solid financial ground. Once she understood ho

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

Companies that provide selfless information through particip

w to write her advertising copy and manage her advertising campaigns, her radio advertising started to bring in a steady stream of new business.

2005 © In Mind Communications, LLC. All rights reserved

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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The mornings can be hard for some of us to get going. For a morning person maybe not, but the rest of us require a little help. The most popular way to get moving in the morning is with a warm cup of coffee. Since life moves at a fast pace, there is no time during the week to sit and enjoy your cup of coffee. That is what makes travel mugs so helpful; you can enjoy your brew on the go.

There are several reasons people find themselves evaluating their careers. Perhaps you lose interest or you find something that interests you more. Perhaps your company is downsizing. The first step to take is to make sure what you really want to do is change careers. Following are 10 considerations to ensure a path toward career change success.

Any business has physical resources, such as machines, buildings, equipment and facilities to run its operations. These fundamental resources are also called enterprise assets. Organizing these assets in an orderly and systematic manner to produce an integrated unit is called enterprise asset management.

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