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What is the single most important part of your solo ad?

In Part 2, I talked about the 7 essential questions to ask before posting an ad in any ezine. In Part 3, I want to talk about <

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

b>maximizing how and where your ads are performing.

About ezine list size and pricing... The truth is, just because a list is large doesn’t mean it should be expensive. Just because it’s small do

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

Examples of combination products may in

esn’t mean it should be cheap. Find quality, find your target market, be selective and go for it.

1000-2000 subscribers does not mean it’s a bad list. It could be just getting going with no waiting list, us

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

ually if it is new. Often those smaller lists can have really high quality response.

When beginning a new campaign, you only need to send out one mailing/ad with each ezine. Determine your cost per lead. If your c

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

ost per lead is low, continue with that ezine even if sales don’t come in right away. Some people need time. You may have heard the saying that people need to see an ad 7 times before they do anything about it. You

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

Combination pro

r long-term strategy is building your list and sales.

When you find one that works, place an ad 1 to 2 times per month. Test it out, but don’t do it every week, or it might get displayed out. Your audience might g

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

et numb. If you’re not getting good results in a good newsletter, look at your ad copy and the headline.

When you find an ad, go with that ad for a while. However, do change it up a little bit from time to time.

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

f your list sees the exact same ad over and over again, again, they can get numb. If you change the body, change the subject line, it’s like they never saw it before. Just be sure track your changes. When response

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

dips, then change it.

Of course, you need to track all your ads. Either set up different capture pages or different URLs that redirect to your website, but have some way of tracking which ezine ad generates whi

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

ch lead. Some good resources include TrackThatAd.com, or AdMinder.com.

When doing a solo ad, the most important is going to be subject line. If it is not motivating enough to stop and open email, it’

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

s like flushing money away. Just like when I'm reading the newspaper, I scan headlines until something catches my eye, then I read the article. If no one is enticed to open your headline, your ad will never be read.

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

Following aspects would a

How do you write a good subject line? There are many techniques for this. The technique I prefer the most is the Power of Unfinished thought – leaving things incomplete. (Have you noticed?) Try writing your subject li

dd to the challenges in developing combination products:

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

ne as a question, or leave it so that someone has to open your email to finish the thought or question. This is extremely powerful. No matter what technique you go with in your subject line, write 100 of them and pick the

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

best one. This may seem very tedious and pointless, but it is worth the time. Sometimes even changing just one word in your headline/subject line can increase response rate by 2 or 3 times.

You also do event

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

ally have to become good at copywriting. This will not happen overnight, but you must invest in yourself to become good at it. There are many very expensive programs out there that do work (I recommend YaniksCopywritin

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

gSecrets.com).

However, you can study all the best sales letters and get a feel for the style, flow, and let it soak into you. Read ads from Mark Joyner, Joe Vitale, Yanik Silver,, and Cory Rud

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

Professional from academic institutions, pharmaceutical industries, health care indust

l. These guys are masters. If you subscribe to the newsletters these guys write, it’s like having a personal library of some of the best copywriting examples out there!

When it comes to ezine advertising, you

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

get out what you put in. If you spend the time to dig in, you will find a goldmine when you find the right ezines. It takes some work to find the good ones. Not a lot of people are taking advantage of it. Plus, the

.

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

re are new ezines with different interests popping up every day. You can find tons that work for you.

Once you learn how to do it, it becomes effortless. Compared to other marketing types, there is not a lot of technical

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

Companies that provide selfless information through particip

stuff to know (unlike Google AdWords). The groundwork is laid in finding quality lists and people to collaborate with. This creates the residual marketing that will pay you over and over again.

End of Series

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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Just Other Articles - Ezine Advertising - Essential Tactics (Part 3 of 3 Series)

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