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Actual - The Brochure Dump
"So what do we put on the website?"
"Oh, let's just toss the brochure copy in there and throw it up on the Web."
AGH! If only I carried a rolled-up newspaper, and humans were as responsive to nose-hits as dogs. Taking copy f
AGH! If only I carried a rolled-up newspaper, and humans were as responsive to nose-hits as dogs. Taking copy f
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
rom the print medium to the Web should be added to the list of The Seven Deadly Sins of Business. Yet it's so prevalent that I've heard young, finger-on-the-pulse web development professionals spout this nonsense.
So, the Blu
So, the Blu
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
e Ferret is going to explain why this practice of "dumping" brochure copy onto websites is a very bad idea. Now, there are several more nuanced reasons why this practice doesn't work, but I'm only going to cover three big ones
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
SEO - Bring Them To You
Gone are the days of, "if you build it, they will come." Websites must now seek out their visitors, like backwards germs. More often these days, this is done through the use of SEO and online adv
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ertising. Spiders are called to the site, who plumb its content for keywords and report back to their Googly masters.
The art of keyword insertion in SEO is a tricky one, changing day by day. Using a static, stale chunk of br
The art of keyword insertion in SEO is a tricky one, changing day by day. Using a static, stale chunk of br
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
chure copy someone wrote two years before as the face of your brand-spanking-new website is like trying to dump a Vespa engine into a 57 Chevy.
Part of your website may get indexed, and the rest will sit there, doing nothing,
Part of your website may get indexed, and the rest will sit there, doing nothing,
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
bump-on-a-log style. Effective website content contains relevant keywords, is updated when industries change, and is never left sitting carelessly out in the wind.
Attention Span - Keep Them Interested
Thanks in large p
Attention Span - Keep Them Interested
Thanks in large p
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
rt to blitzkrieg media and overnight delivery, we've become a nation of impatient people. Sometimes this works in our favor (information access), and sometimes it works against us (rush hour, anyone?). Hand a prospect a brochu
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
re, they'll take anywhere from 15 to 30 seconds going through it. That amount of time allows the reader to skim a bit and determine if the brochure is something they want to keep, read in depth later, and perhaps make a purcha
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
e.
What this means is that the company who offers the brochure can relax a little. Brochures are typically given to prospects who've displayed some interest, so the initial hook is already thrown. They know they've got time t
What this means is that the company who offers the brochure can relax a little. Brochures are typically given to prospects who've displayed some interest, so the initial hook is already thrown. They know they've got time t
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
o build up interest. They can concentrate on a benefits focus, as I'll cover a little more in the next section.
On the Web however, viewers have an average attention span of less than ten seconds. I've even heard numbers as l
On the Web however, viewers have an average attention span of less than ten seconds. I've even heard numbers as l
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ow as 0.3 seconds spent per homepage visited. That's a fundamental disconnect with the time people give brochure copy. Website content needs to reach out of the screen, grab the viewer by the eyeballs, and say, "HEY! Stop surf
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ng! What you need is right here!"
Trying to read copy written for a brochure on a website results in one thing and one thing only - boredom. And with billions of websites out there, what kind of reaction will boredom engender
Trying to read copy written for a brochure on a website results in one thing and one thing only - boredom. And with billions of websites out there, what kind of reaction will boredom engender
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
? That's right. Click.
Different Focus - Give Them More
As I said before, a brochure has a benefit focus. One of the core elements in all business writing - talk about what benefits your product or service give the user.
Different Focus - Give Them More
As I said before, a brochure has a benefit focus. One of the core elements in all business writing - talk about what benefits your product or service give the user.
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
A brochure is a snapshot of your product; there isn't the space to go into long details about how your company made it, why they decided to do that, and so on. The reader's looking for how it benefits him, some information abo
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
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
ut the company making it, and maybe who else uses this product. That's it. And that's all the room you'd have on a tri-fold, 8.5x11" brochure.
A website is multipurpose, but at its core is conveying information to the viewer.
A website is multipurpose, but at its core is conveying information to the viewer.
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
There are no space restrictions here. You can put release notes, case studies, schematics, product comparisons, industry standards, testimonials, and (of course) promotional literature all on one site. The important thing to r
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
emember is that it all has to interconnect. Benchmark Tests must use the right Specifications. Specifications have to match with Benefits Statements. Benefits Statements have to correlate with Customer Guarantees. You get 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
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
icture. Brochure copy is simply too small, too lean to use appropriately on a website.
A brochure could be seen as one aspirin - easy to swallow, simple to digest, with only one purpose. By comparison, a website is an entire
A brochure could be seen as one aspirin - easy to swallow, simple to digest, with only one purpose. By comparison, a website is an entire
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
shelf of pharmaceuticals, all working together to produce an overall improvement. There's simply no way brochure copy could be recycled onto a website without severely damaging the website right out of the gate. So don't do it
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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