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Business Articles - Easy But Powerful Brochure Writing Tips
When it comes to writing brochures for medical products and services, many companies get non-writers involved in the process for the sake of their expertise. Brochures are very costly products for companies: it takes a lot of time, effort, talent, and energy (not t
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
o mention money) to produce a decent brochure. But all too often, the end product falls flat. Even worse, the participants in the brochure creation process are at a loss to explain the results. Customers ignore the brochures, and sometimes companies figure the prob
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
em is the brochure. It could actually be much, much more simple.
Most people think that the obvious reasons are to blame: was the writing bad? Maybe the images were lousy. Maybe the product was not any good. Last but not least, some critics might argue that a broc
Most people think that the obvious reasons are to blame: was the writing bad? Maybe the images were lousy. Maybe the product was not any good. Last but not least, some critics might argue that a broc
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
hure was not the right vehicle.
The problem is something that is very easy to overlook. What's strange it's that it's an easy fix linguistically but a hard change to make psychologically.
What's wrong with so many medical brochures? Most medical brochures are abo
The problem is something that is very easy to overlook. What's strange it's that it's an easy fix linguistically but a hard change to make psychologically.
What's wrong with so many medical brochures? Most medical brochures are abo
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
t the company, and the product, and what the company did to produce the product and how the company is presenting the product and what the company thinks about the product.
It's about everything except the one thing it has to be about. It's not about the reader.
It's about everything except the one thing it has to be about. It's not about the reader.
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
Good writers learn early that it is important to know your audience. Before a brochure is done, the author should have decided who was going to read it. More than that, the author has to know his or her customers.
Identifiying a target audience is not sufficient.
Identifiying a target audience is not sufficient.
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
ou need to understand what concerns this particular constituency. What keeps them awake at night? What do they gripe about? What is the one thing they wish somebody would fix that would make their work easier or faster or better? What are they most passionate about
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
in their work?
That's a lot to know, and it's the real work that writers do. Writers know people and they gradually get to know hot buttons, zones of common agreement, and areas where people are searching for answers.
Once you know that, you write to the person
That's a lot to know, and it's the real work that writers do. Writers know people and they gradually get to know hot buttons, zones of common agreement, and areas where people are searching for answers.
Once you know that, you write to the person
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
nd make it personal.
This example comes from an actual brochure, with some details changed. The first paragraph of the brochure was the department's mission statement and the second paragraph of the text went something like this, "At Mimi Company, we know the role
This example comes from an actual brochure, with some details changed. The first paragraph of the brochure was the department's mission statement and the second paragraph of the text went something like this, "At Mimi Company, we know the role
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
that nurses play in the clinical setting and we strive to stress the importance of nursing in formulating our class schedule. We think nurses do a great job and so we like to give nurses the chance to participate in more in-service training classes than any other
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ompany in our field."
It is clear to see what the writer intended to communicate, but the brochure was a total turn-off. Imagine being at a party and some guy came up to you and said, "I know what an interesting person you are, and I value you, which is why I deci
It is clear to see what the writer intended to communicate, but the brochure was a total turn-off. Imagine being at a party and some guy came up to you and said, "I know what an interesting person you are, and I value you, which is why I deci
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ded to talk you, because I wanted to convey my respect, because I am one of the nicest guys here." You'd think yuck and psycho, probably in that order.
One superficial fix of the brochure copy is to take it into the third person (which is a little bit formal) or s
One superficial fix of the brochure copy is to take it into the third person (which is a little bit formal) or s
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
cond person. By ditching the mission statement (who wants to read a mission statement? Most people don't even read their own mission statements much less try to foist them on the unsuspecting public) and changing the copy slightly, the entire brochure could be fixe
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
d. "Nurses work hard, and they don't always get the recognition they deserve. Numerous studies have shown that nurses can significantly improve clinical outcomes, particularly in critical care. But nurses have not always had as many opportunities for in-service tra
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
ning as some of their colleagues. That's why we are proud to present this comprehensive schedule of in-service training opportunities, specifically designed by nurses for nurses." Both texts were true, but the second took the focus off the company and put it on 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
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
nurses. One nurse hot-button issue is the fact that nurses are not as well recognized, at least in some settings, as they should be. In this particular context, nurses were also irritated that there were few in-service training classes open to them at all and, of
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
hose, none were targeted at what nurses needed. This text hits those.
If you're a writer, you might also notice I started off in third person (nurses this, nurses that) but wound up talking me-and-you (That's why we offer you this…) so by the time afirst-person pr
If you're a writer, you might also notice I started off in third person (nurses this, nurses that) but wound up talking me-and-you (That's why we offer you this…) so by the time afirst-person pr
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
onoun was used in the text, the brochure was alredy talking directly to the nurses.
The company rejected the revisions and published thei first version. Not all marketing communications stories have happy or logical endings. But this example shows what is wrong wi
The company rejected the revisions and published thei first version. Not all marketing communications stories have happy or logical endings. But this example shows what is wrong wi
.
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
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
h so many medical brochures. Companies promote their agenda instead of getting inside the heads of their clients and trying to make the brochure address their needs.
Here's a hint. Customers do not buy from you because they want to help your company. They don't ev
Here's a hint. Customers do not buy from you because they want to help your company. They don't ev
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
en buy from you first and foremost because they like you (although that doesn't hurt). They buy from you because you are offering something that solves one of their problems or meets one of their needs.
Write your brochure with that in mind and you've got a winner
Write your brochure with that in mind and you've got a winner
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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