Actual - Writing and Speaking

Did you know that people buy with their hearts and not their mind? In other words, it is actually the power of emotions that turn prospects into buye

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

rs, not logic.

There are several hot emotional buttons that you can push to make people eagerly buy from you. If you can identify these buttons and

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

Examples of combination products may in

bring them into play in every promotional effort you run, then you will see a hefty spike in your sales conversion rates.

Not long ago, I read an in

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

eresting ebook written by Cris David Young that reveals all the 22 hot emotional buttons that if we push them throughout our copywriting, we will be

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

able to sell more things to more people more often.

I was very surprised to discover all of these precious theories in his copywriting tips and star

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

Combination pro

ed to realize that the big copywriters have been using and exploiting these same hot buttons all this time to drive hordes of sales!

To make it more

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

uncomplicated, all of these 22 hot emotional buttons can actually be classified into 6 groups:

Basic Human Needs Buttons

We always try to a

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

void pain and maximize pleasure. We seek for security, power, acceptance, freedom, community, and more. Fear, self-centered, curiosity, free and sex-

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

ppeal are hot emotional buttons related to basic human needs.

Feel Good Buttons

We always want to feel good and pursue any route that leads

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

us to certain condition that can fulfill this need. Instant gratification, enthusiasm, specificity, exclusivity, five-senses, acknowledgement and fla

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

tery are hot emotional buttons that can make people feel good.

Easy Buttons

All of us want everything done as easy as possible. We always lo

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

Following aspects would a

ok for solutions so we can work less and spend less money. All-in-one concept and convenience are hot buttons in this subject.

Don't Worry Button

dd to the challenges in developing combination products:

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

s

People usually have objections and sales resistance. If you can understand what your target market is worrying about, you can overcome that fe

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

ling to make them feel safe. The fear of making a mistake, credibility, consistency and truth are hot buttons regarding to people's objections and re

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

sistance.

People Like Me Buttons

For most of us, agreeing with others is more comfortable than going our own way. The hot emotional buttons

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

elated to this tendency is the social proof and authority buttons.

Trust Buttons

There are people who are skeptic and pessimist. These peopl

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

Professional from academic institutions, pharmaceutical industries, health care indust

e need to trust you as the person or business behind the product who will guarantee satisfaction. So you have to know the "Oops I did it again" butto

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

n, the "common ground" button and the "unique" button to turn this kind of prospects into sold customers.

If you can push these hot emotional button

.

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

in your copywriting and fulfill the combination of these needs, then selling your product is a snap.

Honestly, I am very amazed at how Cris explain

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

Companies that provide selfless information through particip

these buttons in a clear and concise way. They are absolutely the gems of copywriting tips that once mastered, can be very rewarding for a long time

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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