Actual - Writing and Speaking

As a copywriter, it pains me to admit that brochures are just about the least sexy thing in the world. Brochures have become something of an afterthought. Relegated to the status

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

of "leave-behinds," a term that sounds vaguely obscene.

In the Everything 2.0 era, we've moved away from telling you about me. At least, we think we have. Regardless of your readi

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

Examples of combination products may in

ness to embrace the latest 2.0 trends, you've already embraced the mindset. People need to talk back, to be involved in the conversation. Engaged, listened to. Not told or sold.

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

Brochures may seem very 1998, but, for many companies and industries, having a brochure is essential. In the right hands, when used in the right ways, a brochure can be a powerfu

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

l way to engage your audience. That's where Tasty Super-Brochures 2.0 come in.

Recipe for Brochures 2.0

A brochure is a powerful, compact call

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

Combination pro

to action. Sure, it tells people about you, emphasizes the benefits, differentiates you from competitors. But to be really effective, it should also give them a little somt'n-som

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

t'n, a treat. It should get them involved.

Prep Time

When you're sitting down to consider a brochure, answer the following: What's the need for this piece? Who

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

's the audience? Is there any possible way I can get away with not having one? What do I want it to accomplish? (Let me count the ways.) Ideally, you've thought about this stuff

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

before bringing in a writer. If not, I'll help you shop for ingredients. Ready? Grab a basket--not a cart. If it turns out we need more super brochures, we'll come back later.

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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

strong>But Wait!

Before you implement all your ingenious ideas, make sure you've got the back end set up. Do some work beforehand to develop a free giveaway, case study,

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

or white paper, so you can serve it up as a teaser in the brochure. Good things are worth waiting for. Your prospects will love you for it.

Ingredients for Your Brochure

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

Following aspects would a

2.0

Here are a few good ways to 2.0 your brochure:

The simplest thing to do is to explicitly direct readers to your website. Better yet, send them to a landing

dd to the challenges in developing combination products:

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

page where they can sign up to get something cool, such as a white paper or case study.

Link to your corporate blog. (You do have a corporate blog, right? Written by a r

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

eal person, and not a writer like me--or worse, a fictional pirate? Just checking.)

Offer a free prize (such as an industry-relevant book) for 4 random commentors on yo

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

ur corporate blog (or for people who call you and mention the brochure).

Offer a 20% discount for mentioning the brochure.

Invite them to 'talk back' on your

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

website on a special page.

Give the brochure a fresh and unexpected design, and give them something to DO with it. A tear-off they can mail in or send around. A cut-

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

Professional from academic institutions, pharmaceutical industries, health care indust

out that you can make into a pair of eyeglasses. Even with an ultra-serious industry such as healthcare, you can find ways to be both cool and useful. Final Wr

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

ap

Without the ability to zip through the air at light speed, brochures can never be truly viral. But paper is powerful. We can't delete paper. Paper doesn't make DING n

.

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

oises 10 times a minute as it accumulates in your inbox. Paper feels real.

So make the brochure a continuation of the conversation you're having with your prospects. Link your pa

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

Companies that provide selfless information through particip

per stuff to your web stuff. Get them involved.

You may always need to use leave behinds. But that doesn't mean, as the B-52s said, that you need to leave your behind in the past

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.actual.org.ua/article/160346/actual-Super-Tasty-Brochures-20.html">Super Tasty Brochures 2.0</a>

BB link (for phorums):
[url=http://www.actual.org.ua/article/160346/actual-Super-Tasty-Brochures-20.html]Super Tasty Brochures 2.0[/url]

How one simple system can help you pull in 1000's of free targeted visitors through a viral spin that's been around for years and still remains an untapped source.

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