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ArticlePedia - Help, Help, Help, Sell
Here's a fundamental difference between copywriting offline and copywriting for the web...
- Give or take, my job
- Give or take, my job
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
as a copywriter offline was to sell, sell, sell, sell.
- Online, I think, my job is best described as help, help
- Online, I think, my job is best described as help, help
; 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
help, sell.
How come?
Because web sites are a pain for buyers and searchers. Much harder to 'use' than a phys
How come?
Because web sites are a pain for buyers and searchers. Much harder to 'use' than a phys
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
cal store or library, a brochure or a catalog. The biggest problem being -- no two sites work exactly the same. Ther
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
are always differences in appearance, architecture, navigation.
The result: Every first-time visitor to your si
The result: Every first-time visitor to your si
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
e has to pause, look around and figure out how your site actually 'works'. Where is stuff? How do I get there? Can I
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
figure out how you have organized everything?
We don't have problems like that with a catalog. Every catalog star
We don't have problems like that with a catalog. Every catalog star
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 with the front cover, then you turn the page to see what comes next, and so on. Web sites aren't like that. They '
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
nfold' in different ways.
And that's where the 'help' comes in.
Before you can think about selling, you first
And that's where the 'help' comes in.
Before you can think about selling, you first
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
eed to help each visitor find what they are looking for, whether that be a product, a service or simply information.
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
Every headline, subhead, block of short text and link text needs to be helping the visitor. You need to guide the
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
, inform them, direct them. And, of course, at the same time, pre-sell them. Make them feel confident as they click
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
heir way through the pages. Make them feel good as you direct and help them forward.
Help them with clear heading
Help them with clear heading
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
, descriptions and links. Keep them feeling confident that they are just a click or two away from finding what they
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
eally want.
Once you have done that, once you have been truly helpful...you will have achieved a number of things
Once you have done that, once you have been truly helpful...you will have achieved a number of things
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
First, you will have taken them to where they want to be with the minimum of fuss, confusion and wasted clicks.
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
nd that means higher conversion rates.
Second, you will have taken them to that final page in a very positive sta
Second, you will have taken them to that final page in a very positive sta
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
e of mind. They will be feeling good about your site. Feeling positive about the experience. Feeling delighted that
.
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
hey have found what they wanted so quickly and easily.
And then, and only then....Sell.
Yes, at the end of the
And then, and only then....Sell.
Yes, at the end of the
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
day, it's all about selling. But the emphasis, the state of mind you bring to the process, can make a big difference
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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