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Producing a television ad can seem a daunting and expensive task. Fortunately, with today's easy access to TV production tools, creating a TV spot is well within your reach. On

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

e caveat: While making a TV ad can be relatively easy, producing a GOOD one is much more challenging. Don't get so caught up in the production process that you lose sight of yo

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

Examples of combination products may in

r advertising objective – it's not creative unless it sells!

Here are 7 steps to producing your TV ad:

1. Set clear goals and a budget

Know and communicate your marketing ob

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

ective. Determine your budget and develop a plan. What do you hope to achieve with your TV ad? Where, when and how frequently will it run? Ad placement can affect your overall

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

production budget. Consider low-cost options, such as cable or the local affiliates of ABC, CBS, FOX, NBC, PBS. Or find your local cable provider in the CAB directory and conta

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

Combination pro

t the advertising sales division for rates.

2. Determine your target audience

Television is still a mass medium, but you'd better know your target before you shoot! Who are y

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

ou trying to reach, and will your message resonate with your intended audience? For a reasonable monthly fee, DemographicsNow.com offers access to comprehensive market data to

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

help you understand your customers.

3. Write your script

Craft your message and determine your content. Be sure to refine your script and storyboard — a visual representation

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

of each shot in your ad — until you're convinced the commercial is ready to shoot. If you're not a scriptwriter, consider hiring an ad agency or a freelance writer to craft you

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

ad. NationalTVSpots.com offers scripting services as part of its TV ad production packages. Find screen and scriptwriters at Guru.com.

4. Plan the shoot

You'll need to decid

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

on the "creative" for your TV ad. Considerations include tone, pacing, mood, style, music, etc. Should it be humorous? Dramatic? Animated? The clearer your vision before the s

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

Following aspects would a

hoot, the better television you'll produce. Cheap-TV-Spots.com, which specializes in producing low-cost spots for entrepreneurs and small businesses, will help you focus your

dd to the challenges in developing combination products:

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

V ad on what makes your business unique.

5. Consider ready-made video

Cut production costs dramatically by using existing advertising video footage and simply adding your aud

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

o message to it. For about $500, SpotRunner.com lets you choose from an extensive library of high-quality ads that you can customize with your own message. 6. Use cable prod

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

ction services Many cable companies and network affiliates offer production services to small businesses. If you're going to place your ads with them, you may be able to negot

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

ate deep discounts on production costs.

7. DIY

Cut costs and maintain total control by shooting your ad yourself. Software called "Visual Communicator" from Serious Magic al

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

Professional from academic institutions, pharmaceutical industries, health care indust

lows you to create pro videos with just a Webcam and some pre-packaged graphics and effects.

Finally, a few other things to keep in mind…

•Focus on a single item in your ad –

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

a product, a service or an event. Or highlight what makes your company unique – fast turnaround, high quality, free delivery or friendly service.

•If you do decide to go it al

.

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

ne, creativity is still key. A good idea with lower production values is still better than a slick ad that doesn't drive home your message.

•Some local TV stations will provid

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

Companies that provide selfless information through particip

commercial production services for an additional fee when you buy an ad schedule.

•Think about other "venues" for your finished TV ad, such as streaming video on your website

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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