Actual - Writing and Speaking

If you're currently freelancing as a copywriter -- marketing and advertising work, collateral materials, direct-mail pitches, web pages -- you may be able to add a corporate training market to your business plan.

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

Now, this isn't a slam dunk. While some of your skills will be very valuable in this market, you also have to adjust your thinking to fit a different set of needs.

What are the advantages of your copywriting bac

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

Examples of combination products may in

kground for training development?

You can write, producing both quality and quantity. Even inside the training business, many people don't realize how much training depen

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

s on creating a large body of content, clearly written. Scripts, activities, exercises, supporting materials, online courses, leaders' guides all take the ability to write a lot, and write well.

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

strong>You have experience in persuasion. You may already write carefully structured pieces to generate some kind of action from the recipient, and a similar need to elicit action (not just reading/listen

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

Combination pro

ing) from trainees is all too easily overlooked. The return on investment and corporate training would be a lot higher, for a lot of companies, if they made a greater effort to get their employees to embrace, rath

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

r than just tolerate, the best practices and standard procedures of the organization.

You understand the business world. Some people move into corporate training from fields like education

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

, which can work very well. But compared to those individuals, you just have a much better feel for how business works. That said, not every copywriter is going to be successful at developing training c

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

ontent. Here are some of the challenges:

While a persuasive approach is a definite benefit, it can be overdone. Your efforts to get your audience to embrace the company's strateg

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

es, values, and standards can't come across like a "get rich quick" or "lose weight instantly" scheme. And "longer is better" is hardly an article of faith in the world of corporate training. You'll probably have

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

to tone things down a bit.

You have to reach every single "customer" in training! This is one of the biggest differences from copywriting. You don't get to send out a ton of e-mails and h

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

Following aspects would a

ope that a couple of percent of the recipients pay attention. Training is developed with the intention of having an impact on every single person who goes through it.

Return on investment is harder

dd to the challenges in developing combination products:

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

to demonstrate, and resources can be limited. You have to help your clients see the benefits of quality training, when those benefits are less obvious than a dollar return based on a lead cost and a respo

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

nse rate.

Structure and information flow decisions are crucial. Training topics tend to be broader and more complicated than a lot of copywriting assignments. And you have to handle many m

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

ore details than are typical of most copywriting projects. You have to figure out what to say first, what to say second, and what to throw away entirely. (If this isn't a strength, you can still work with an instr

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

ctional designer to develop content based on someone else's structure.) In a way, the ideal training developer is a hybrid between a copywriter and a technical writer. The best training combines an enga

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

Professional from academic institutions, pharmaceutical industries, health care indust

ging, persuasive approach with meaty content, clear explanations, and highly accurate detail.

If you'd like to try this market, leverage your current work. If you're working with corporate marketing/comm

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

unications departments, ask them to refer you to HR, to their training function, or to individuals who manage product/service training for individual departments. If you're developing product launch materials, ask

.

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

your clients how they are going to make sure their employees effectively promote and deliver the new products and services, and then offer to help them develop the needed employee materials.

Training development

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

Companies that provide selfless information through particip

is certainly different from copywriting, but if you have the right skills and the right attitude, you may find it a logical next step in expanding your writing markets.

© 2007 Best Training Practices -- Will Kenn

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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