Summary - Business

Too many sales letters are shaped into paper airplanes and flown into trash cans because freelancers write sales letters that sell their services. These freelancers have never listened to

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

the quietly- whispered secret that says their sales letters should sell solutions, not services, to yield the best results.

Solutions are jewels; they shimmer in sales pieces.

Prospects

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

Examples of combination products may in

will peruse your sales letter if they discover you have a solution (or solutions) to their existing or future problem or problems.

To write a "solution-savvy" sales letter follow the cop

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

ywriter’s adage: write "client-centered" copy. Zero in on the prospect, his business, his needs, his problems. Then pitch yourself as the freelancer who can fulfill his needs and solve h

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

s problems. Crown your claims with clients whom you’ve worked for and specific results you’ve achieved on solving similar problems.

Here are four softly-whispered secrets to write a solut

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

Combination pro

ion-savvy sales letter:

• SECRET #1: FOCUS ON THE CLIENT’S NEED OR PROBLEM.

As a freelancer writing for this client’s business and industry, you should know the type of needs and problem

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

the client faces regularly — or could face in the future. Zero in on a specific need or problem that is hurting the client’s profitability or productivity. (Note: prospects are more motiva

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

ted to contact you if you pitch yourself as a freelancer who has a solution to a present problem, rather than a future or potential problem).

• SECRET #2: FOCUS ON THE BENEFITS OF SOLVING

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

HE PROBLEM OR MEETING THE NEED.

Tell the prospect what he and his business can gain if his problem is solved. Usually, it means an increase in profitability or productivity. Maybe both. Al

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

so stress the possible consequences of not taking action now to solve this problem.

• SECRET #3: WHAT IS THE SOLUTION?

Here is where you present your solution. First, describe the service

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

you are recommending. A press kit? Direct mail package? A series of ads?

— Tie it into the client’s needs. The client may have a new product to promote; he needs a low-cost marketing metho

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

Following aspects would a

that will produce lucrative results.

— Stress your uniqueness to undertake this task. Why you — and not someone else? What qualifications do you brandish and what type of specific results

dd to the challenges in developing combination products:

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

have you achieved for similar businesses with the same type of problem?

— Offer secondary solutions that also may work to solve the client’s problem. These secondary solutions also may be

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

alternatives that the client’s competition is using; if this is the case, point out their weaknesses and emphasize why your primary solution is better.

• SECRET #4: THE "CLIENT-CENTERED" C

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

ONSUMMATION.

The closing of your sales letter should show the client that the benefits predictably outweigh the costs. If the client is investing $6,000 for you to write a DM package, the

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

lient doesn’t just get a DM package; he receives exposure for his new product, generates new leads and sales, targets specific segments of his market, increases his company’s profit, etc.

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

Professional from academic institutions, pharmaceutical industries, health care indust

Secondly, recommend a call-for-action schedule. Tell the client when you’re available, how long the project will take, and when he can expect it by.

Here’s a list of common solutions that

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

lients often seek.

Your solution is the:

least expensive
best value
most reliable
most advanced

Your solution offers:

the most flexibility

.

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 highest return for the client’s investment
the highest quality
the most competent controls to measure results
Your solution saves time
Your solution will produce th

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

Companies that provide selfless information through particip

highest customer/client satisfaction

Your solution eliminates or automates the most labor-intensive operations

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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The onslaught of people who have recently started their own businesses attest to one thing: people like to be their own boss. This way, if they dislike the person they work for, they can actually do something about it. But, for the rest of us, those of us who are not entrepreneurs or trailblazers of a company, a boss just comes with the territory: having a boss in an office is as essential as having a cubicle.

“I am Sam. Sam I am. Do you like green eggs and ham? Would you like them here or there? Would you like them in a box, would you like them with a fox?”

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