Your Space - Writing and Speaking

It's well known that 99 cents 'sounds' like a lot less money than one dollar. And that a car selling for $19,995 'sou

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

nds' like much more of a bargain than $20,000. Amazing isn't it? That something can be just $5 less (which amounts to

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

Examples of combination products may in

about an unimaginable small fraction of a penny over the life of a car loan) and yet it sounds like you've gotten it

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

on the sly.

Don't even pretend this doesn't work on you. It does whether you want it to or not, sorry to point out.

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

In advertising, we tap into that one endlessly. It's a no brainer. We START with those tricks.

Now what can you lea

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

Combination pro

n even from YOURSELF and how you 'hear numbers' that can seriously add some muscle to your articles?

Easy. Take this

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

exact human 'listening and evaluating' condition and use it in your favor. To do this...

Try to NEVER, EVER, EVER,

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

se numbers that fall on a 5 or on 0 (zero). Meaning don't use 5 or 25 or 65 etc.....and don't use 10 or 30 or 90. (Al

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

l numbers OVER 100 push different types of buttons, but for now and since we're talking about short articles, let's d

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

al with all numbers UNDER 100.)

The reason you'll... from now on... NEVER use these numbers is that they seem too PR

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

E-FAB. Using numbers like 5 and ten and twenty feel as if they've been almost automatically 'prepackaged up nice' and

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

Following aspects would a

they don't hold real value. A dozen eggs feels expected. Nine eggs gets your attention. (Hmmm.)

Don't fall into the

dd to the challenges in developing combination products:

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

trap of thinking that six is always more than five. It's not. Good marketers know that. And now you know that. Rememb

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

er, find success and emulate it...over and over.

Think about it, if you write an article entitled "Five Magic Tricks

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

Tricks You Need To Know This Halloween", VERSUS writing one entitled "Six Magic Tricks You Need To Know This Hallowee

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

n"...which one 'sounds' more unusual...more real?

Which one of those two is MORE LIKELY to have you reaching for you

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

Professional from academic institutions, pharmaceutical industries, health care indust

mouse to learn more?

And so a great way to incorporate this is to use ODD numbers so make your article sound more r

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

eal.

Offer four tips instead of five. Eleven instead of ten. Break things up so they don't sound as if they've falle

.

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

off of an assemble line. Give your numbers the human touch...and watch what happens.

Article writing and number usi

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

Companies that provide selfless information through particip

ng is a great way of pulling more readers. I highly recommend trying it.

Nine times out of ten it REALLY works! (lol

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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