Advice Pool - Writing and Speaking

Here are some headlines to help you build your Swipe File. Your headline is the "A" of AIDA (attract, interest, desire, action). I

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

f you're creating a poster, your headline may be all the copy there is, aside from the business name and contact number.

Therefore

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

Examples of combination products may in

, your headline is the most important part of your copy. I often don't settle on a headline until I've written the copy, and I alw

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

ays aim to write at lead 40 headlines before I settle on my two favorites that I'll send the client --- it's better give your clie

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

ts a choice in draft copy.

Read magazine covers for headline ideas. The covers sell the magazine, so the headlines are often cleve

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

Combination pro

r, and you can copy the cleverest into your Swipe File.

If you're thinking: isn't this plagiarism? No, it's not, because you won'

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

t use the exact wording. You'll vary it. The idea may be similar, and there's no copyright on ideas.

Should you use Title Case in

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

our headlines, or not? That depends on the design. I usually leave it up to the designer to decide. In the examples below, I've us

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

ed both Sentence Case and Title Case, but you can certainly use plain Sentence Case only in all your headline copy if you wish.

N

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

ote: if you're writing long copy, a brochure or booklet for example, settle on a headline style and then stick with it.

=> What's

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

Swipe File?

It's a collection of copy examples. I keep mine in a three-ring binder. In addition to the examples, I make notes abo

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

Following aspects would a

ut copy I like or dislike, and put the sheets into the file.

I include copy I've clipped from newspapers and magazines, and print

dd to the challenges in developing combination products:

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

ed out from Web sites. I paste the clips onto a sheet of paper first to make them easier to handle.

Think of your Swipe File as a

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

brain-primer. I also use my Swipe File to build my enthusiasm before a marketing session, to remind myself why I love writing copy

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

Use these headlines to prime your idea pump:

Superb Quality. Great Price.

New For You, A ________

This Is The One!

Prepare for

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

a surprise!

The solution to your ______

For your home (children, garden, kitchen, bedroom etc) ___________

How To Improve Your

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

Professional from academic institutions, pharmaceutical industries, health care indust

___________

Your Personal Invitation To _______

Your chance to try _________

Win A _________

=> Question Headlines

Asking a que

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

tion taps into our need to feel important, and our curiosity, so it's a powerful way to gain attention for a product.

Where would

.

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

you like to go?

What if _________?

Are we right? Can _________?

Have you tried _________?

How much can you save with ________?

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

Companies that provide selfless information through particip

Can this be genuine?

Is This You?

Whenever you find a headline you like, make a quick note of it, and put it in your Swipe File

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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In many ways, the requests for technical assistance are symptomatic of the deficiencies in the users' training or the quality of the documentation they were given.

Outsourcing is the buzz word in today’s time. Companies are coming a big way in outsourcing but the point to be noted here is to choose the right place for that.

Phishing involves the sending of an e-mail falsely claiming to be from an established legitimate enterprise in an attempt to scam the user into surrendering private information that will be used for identity theft.

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Advice Pool - Headline-Helpers For Your Swipe File

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