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You’ll find lots of books on the bookstore shelf about how to write book proposals for traditional publishers. They’re often written by agents who sell to acquisition editors. But what advice would those editors give ab

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

out writing a winning book proposal?

Says Matt Holt, Executive Editor at John Wiley & Sons, “Remember, the decision to publish a book isn’t often made by an acquisition editor alone; it’s made by a committee of people

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

Examples of combination products may in

ho represent marketing, publicity, and sales. Knowing this alone should give you insight into crafting a proposal that is compelling to these different parties.

“Publishing is a business. As such, your project ultimate

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

ly has to make sound financial sense. Editors can like you personally, but if they can’t make the business case for publishing your book, in all likelihood a major house won’t publish it.”

What Goes Into a Proposal?

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

Below are the standard sections of a proposal as Holt suggests them (although the order frequently varies). Keep the publisher’s business purpose in mind as you write each one of them:
Author’s Biography or About

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

Combination pro

the Author
Book Description or Overview
Sales “Handle”
Competitive Books
Marketing and Promotion
Table of Contents and Sample Chapter
Author’s Biography or About the Author

This section e

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

plains why you, the author, are qualified to write this particular book. You want to include the background, accomplishments, and education that are relevant to the subject of the book, and leave out details that aren’

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

t. In this section, you answer this question: Why are you the one qualified to write this book?

Book Description or Overview
In the Overview section, focus on what’s remarkable about your topic and define why peop

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

e would want to know more. It answers the question: What is your book about? It also grabs the editors’ attention and answers a second question: Why should readers care about that?

Sales “Handle”
Also called an “e

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

levator speech,” this pithy sales synopsis elicits interest in the short time span of an elevator ride. Ideally, it puts strong, short statements into the mouths of the publisher’s sales reps who only have 10 to 30 seco

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

ds to interest their buyers in your book. The book’s sales handle answers the question: Why would this book sell and who would buy it?

Competitive Books
This section shows that you’ve done enough research to say,

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

Following aspects would a

Similar books on this topic have value, but mine provides ____ (more, better, different, new). Summarizing three to five similar books gives decision-makers something to compare your book against while explaining its un

dd to the challenges in developing combination products:

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

iqueness and reinforcing your sales handle. It answers the question: Given all the books on this topic already circulating, why do we need yours? Caution: Never indicate that no other book like yours exists. As Matt poi

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

ts out, “There are two responses to this claim: 1) There is—you just didn’t look hard enough, and 2) You’re right—the idea doesn’t warrant a book.”

Marketing and Promotion
You’ve likely heard the word “platform,”

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

a term that describes what you’ve already set up that will help you promote and market your own book. Publishers jump through high hoops to attract self-published authors and seminar leaders whose impressive reach into

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

targeted audience means a guaranteed volume of sales.

They seek media-savvy authors who speak well and actively pursue publicity. This section answers the question: How can you get the word out about this book so we’l

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

Professional from academic institutions, pharmaceutical industries, health care indust

l make money selling it?

Says Matt, “You, the author, are the most effective person in driving sales. You speak in front of groups, you have clients, and you have contacts in the media. That’s why you need to create th

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

pull-through for the sales of your book.”

Therefore, list everything you can do to support sales. Make this section highly persuasive; it counts for a lot!

Table of Contents and Sample Chapter
As the nuts and bo

.

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

lts of any proposal, this section shows you have carefully thought through the book’s content and you can craft your ideas into a well-written sample chapter. It answers the question: Can the author communicate concepts

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

Companies that provide selfless information through particip

clearly and persuasively? Cautions Matt, “Remember, submitting a strong writing sample doesn’t get you off of the hook when it comes to creating a first-class proposal. You need to make your proposal the best it can be!

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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