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In the world of copywriting, there are words that you should never use. Not because somebody said so, but because studie

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

s have been made to determine what words set people off in the wrong way. These are words that will drastically kill you

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

Examples of combination products may in

r sales. In this article we're going to examine five of these words and explain why you shouldn't use them, as well as g

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

ive you some substitutes for them.

The first, and probably most deadliest word you should never use in your copywriting

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

is the word "buy." The reason for this is because when people hear the word buy they immediately think of spending mone

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

Combination pro

, and people don't like spending money. So this word will immediately turn them off on your sales copy. Instead, you wan

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 to use the word "claim" because there is no connection with spending money.

The second word you never want to use 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

your sales copy is the word "learn." The reason for this is because learning is hard. Learning makes people think about

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

what they used to do in school that they hated so much. Instead of using the word learn, use the word "discover." This w

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

ill make it appear as if the information magically entered their brain. This is a much better word.

The third word you

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

ever want to use is the word "tell." Nobody likes to be told anything. Instead what you want to do is use the word "reve

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

Following aspects would a

al." For example, you might say something like, "I will reveal to you the secrets of making money online." This is much

dd to the challenges in developing combination products:

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

better than "I will tell you how to make money online." So never use the word tell. Instead, use the word reveal.

The f

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

ourth word you never want to use is the word "things." This is one of those very general words that really doesn't revea

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

l anything to the person reading the copy. Instead, you want to use words like "tips," "tricks," and "techniques." These

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

words are much more colorful and descriptive and will work a whole lot better in your sales copy.

The fifth word you ne

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

Professional from academic institutions, pharmaceutical industries, health care indust

ver want to use in your sales copy is the word "stuff." This is another one of those words that amateurs use when that s

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

ay things like "When you learn this stuff..." Absolutely horrible. Instead, you want to use the words "insider secrets"

.

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

or "secrets." So the sentence you would use would be something like "When I reveal to you these insider secrets..." and

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

Companies that provide selfless information through particip

so on.

By staying away from these 5 words, you will greatly improve your sales copy.

To YOUR Success,

Steven Wagenhei

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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