Social Articles - Writing and Speaking

Imagine a situation where you are driving to your workplace. You are going by your usual route. The roads are familiar to you, the areas you pass through are familiar to you, even the behavior of the traffic is known to you. You are n

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

ot concentrating fully on driving – you don’t have to because driving by this route has almost become a habit. Your attention is partially on driving and partially on other thoughts.

Suddenly you notice a big “STOP” sign on the road.

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

Examples of combination products may in

You come out of your thoughts and try to figure out what is happening. You are now giving full attention to what lies ahead. The road is closed for repair and you are advised to take the road on your right side. You mentally adjust th

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

route you have to take now. You are forced to re-plan rest of your journey.

The headline of your webpage and subject line of your email should work something like the “STOP” sign. When people are browsing through different web pages

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

they are absorbed in their own thoughts. As soon as they arrive at your web page, the headline should stop them in their tracks. The visitor to your web page should get hard enough jolt by your headline to take notice, just as the dri

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

Combination pro

ers are jerked out of their reverie by the “STOP” sign.

The subscriber of your newsletter should be drawn by your subject line as he looks at his in-box containing many emails he receives every day. The subject line of your email sho

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

ld attract the attention of your reader otherwise the email may not even get opened. .

Creating Headlines

Your headline has a fair chance of getting attention if it fulfills two conditions –

1. It presents an unusual situati

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

n
2. It appeals to human sentiments

You can create a headline on your web page using tricks of fonts, colors and graphics to satisfy the first condition, but it will probably not have the desired impact unless it also satisfies

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

he second condition. The message the words convey in a headline is by far more stimulating than its appearance. The appearance of headline can be used to enhance the impact of the message.

The human brain is induced into action by wh

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

t may be called the trigger points. While every person will have his own trigger points based on his experience, there are some features common to most of the people. Try to recall how your mind is conditioned to react to the “STOP” s

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

gn.

There are several trigger words that touch the common sentiments. For example the word “free” is a powerful trigger word. The thought that we cannot get anything free of cost is imbedded deeply in our brain. Therefore when we see

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

Following aspects would a

a “free” offer we recognize it as an unusual situation and have the illusion that we can get something without spending anything. If this word is present in a headline we sit up and take notice – it is almost an instinctive reaction.

dd to the challenges in developing combination products:

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

There are some trigger words that give suggestion of a better future. In real life we are trained not to expect any drastic change for the better. Therefore when something gives a mild hope of improved future we notice. “How to” is a

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

other powerful trigger word. It is generally used to address a problem or a concern and gives a hope that solution is within reach.

There are several other trigger words which appeal to different human sentiments. Curiosity is anothe

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

natural trait in humans which is often exploited in creating headlines. There are words that give a feeling of movement and action and have greater appeal than passive words. I had initially kept the title of this article “How to Cre

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

te Effective Headlines”. Later I changed it to “How to Create Stirring Headlines”. The word “stirring” looks more dynamic than “effective”.

Apart from the choice of words the style of the headline has a strong bearing on its acceptan

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

Professional from academic institutions, pharmaceutical industries, health care indust

e. A question in the headline is more stimulating than a plain statement. The headline “Autoresponder Explained” can be improved to get better response by changing it to “How Does Autoresponder Work?” The question makes the headline a

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

pear more dynamic and challenging.

While creating a headline the focus should be on the reader and not on the content. The headline should indicate what problem is being addressed rather than the solution that is presented in the con

.

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

ent.

The importance of headlines cannot be over-emphasized. Unless your headline is able to grab attention your content is of little use. It is always wise to put in sufficient effort in creating good headlines. One approach is to cr

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

Companies that provide selfless information through particip

ate a large number of headlines and then select the best one out of them. You can take help of your friends and well wishers in identifying the most suitable headline.

Your headline is your showcase – design it well to attract people

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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