Social Articles - Writing and Speaking

You don’t realize it yet, but by time you finish reading this article, you will have learned one of the most powerful marketing tactics known to man. This effortless technique may take only seconds to implement … but it’s gua

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

ranteed to make all the difference in the world when it comes to your sales!

When writing an advertisement or a sales letter, many people get way too caught up in trying to somehow camouflage or hide their central sales mess

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

Examples of combination products may in

ge. The logic behind this behavior is that an obvious sales message will somehow offend prospects and send them running for the hills. Well, I’ve got news for you: according to recent estimates, the average American is expose

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

to over 500 advertisements each and every day. This means that no matter how good your copywriting is, your audience has already developed the uncanny ability to spot a sales pitch from a mile away.

While we’re on this topi

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

, why are you trying to hide your intentions anyway? Customers will respond better to an open and honest message that addresses their concerns and shows them exactly how you plan on helping them. People expect to be propositi

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

Combination pro

ned throughout their daily lives — your job is to show them why your product is one of the 500 that is actually worth their attention.

Okay, so we’ve moved past these common mental obstacles, but how can we use them to our a

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

vantage in our sales message? The answer is simple:

If you want the customer to do something, just ask them to do it.

In the copywriting world, this is known as the all-powerful “call to action.” The premise is simpl

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

e, maybe a little TOO simple for some. But as we all know, the basic principles are the ones that people just love to overlook. Coincidently, they’re also the ones that will help to generate the best results.

I’ve seen compa

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

ies have some killer web and sales copy that does a tremendous job of winning the prospect’s attention, generating strong interest, and building massive desire … just to destroy the momentum by leaving the prospect hanging wi

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

hout a call to action.

People love to be told what to do. That’s why the call to action works so well. A simple command may be the only thing that’s separating your current underperforming copy from smashing sales records an

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

transforming your conversion rates overnight.

A Case Study

To test the effectiveness of the call to action, I decided to use my own web site as a guinea pig. To set up the experiment, I wrote two different sales let

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

Following aspects would a

ers that were designed to hook prospects and inform them about all the wonderful things I was about to do for their companies.

There was only one difference between the two sales letters: One asked the customer to fill out t

dd to the challenges in developing combination products:

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

eir information in order to receive a free quote, while the other didn’t ask for anything at all.

The results? Using the sales copy that implemented the simple call to action, I was able to persuade almost 1 out of every 5 o

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

my prospects to request a quote. Every single one of these quote requests turned into a paying project for me.

The copy without the call to action? Only 1 out of every 20 prospects felt inclined to seek more information.

<

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

b>Writing a Razor-Sharp Call to Action

The best calls to action hit on a couple of key points. First, the call to action should give the prospect a reason to take action relatively soon, if not immediately, in a non-thre

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

tening manner. Also keep in mind that the best call to action, and the best copywriting in general, always focuses more on the reader. Be sure to make references to “You” and what’s “Yours” if possible. Finally, make the call

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

Professional from academic institutions, pharmaceutical industries, health care indust

to action as exciting as possible. The idea is to jolt your readers into action.

Here are some examples of effective call-to-action sentences. Notice the use of words like you, your, free, and action words like call, click,

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

nd buy.

* Call 1-800-GET-INFO now to receive your free information.

* Click here to see how we can help you succeed.

* Buy now and receive free shipping.

Ideally, your call to action should work in conjunction wit

.

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

the rest of your sales copy if it is to be truly effective. It should also be longer than one measly sentence! Build trust, interest, and desire, and then tell your customer exactly what you want them to do next.

So there y

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

Companies that provide selfless information through particip

u have it: one of the easiest, yet most subtly powerful copywriting tactics known to man. Make sure every single piece of sales copy you have includes a call to action, and watch your conversion rates grow in a matter of days

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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