Social Articles - Writing and Speaking

You know what's funny? Charging a few hundred bucks for two or three words.

I used to get squeamish whenever a client asked, "How much for a

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

tagline?" If the client doesn't know the value of a strong, brand-focused tagline, any amount of money sounds ridiculous.

But distilling th

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

Examples of combination products may in

essence of a company or mission into a few hearty syllables is no easy task. So on behalf of content strategists, marketing consultants, bra

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

d experts, and copywriters everywhere, I'm pulling back the curtain on this mysterious process (or at least, mine), hoping the muscle behind

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

hose pithy words gets some flexing time.

1. I review the clients website and marketing materials, pasting the highlights in a "Notes" docume

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

Combination pro

t, so I can have it all in one place.

2. Next, I Google. Competitors. Prospects. Target markets. The usual. I'm looking for language, emotio

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

nal triggers, repetitive dreck, and key concepts done fresh.

3. Now to my personal resource library I go. Branding, archetypes, messaging. T

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 goal? To soak in words and ideas connected to the Client's core values. Key words jump out at me, then march dutifully across my legal pad

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

n rows, columns, and impulsive diagonals.

4. I go to my notes doc and thesaurus words like a madwoman. Sweat beads upon my brow. I'm looking

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

for hot combos, unexpected angles, distinctive words and an authentic link between the Client and its new direction. I may cackle. Grunt. Twi

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

ch. It's involuntary.

5. Now I go into "Pluck ‘n Play" mode. (My favorite step!) I take the most powerful words and combos, then see what th

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

Following aspects would a

ey look like as stand-alone Finalists. Tweaks, trade-offs, and lots of ruthless deleting ensue.

6. This is the hardest part: I walk away. It

dd to the challenges in developing combination products:

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

s a struggle because I'm obsessed at this point, and can't stop the churn of the word puzzles whizzing through my neuro-receptors. Alas, I mu

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

t.

7. Fifteen minutes to a day later, I read the Finalists out loud. Then I pester my husband/business partner to read them aloud as I watch

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

his face. (I can tell if he thinks one falls short. He tightens his lips, and scrunches his nose ever-so-slightly!)

8. Down to 8-12 Finalist

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

. Strike, cut, chop – the lamest stragglers get the axe. (Spoken aloud, each preceded by the name of the Client's business, the bum ones stan

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

Professional from academic institutions, pharmaceutical industries, health care indust

d out like sore thumbs.) What remains is a couple "out there" candidates, a couple "on the nose" ones, and a few middle-ground options.

9. W

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

th fingers crossed and heightened hopes, the taglines are released into the wild. Off to the Client they go!

Sometimes I get the call, "Yup!

.

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

They're going with the third one!" That's a good day. Other times, I get asked to send along a few from the cutting room floor. All this is t

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

Companies that provide selfless information through particip

ken in stride.

And in the end, I've got two to three words that have earned me a few hundred bucks.

(I should charge more, don't you think?

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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Social Articles - Revealed: The Great and Mysterious 9-Step Process Behind Crafting a Killer Tagline

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