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Taglines are the sidekicks of copy, the loyal partners that accompany every other marketing message you create. For example: “When it rains, it pours” (Mor

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

ton Salt) or “Just do it” (Nike). When they work, taglines capture the essence of your brand/message/proposition in a brief, memorable phrase. When they

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

Examples of combination products may in

don’t work, they’re silly: Can you remember who uses the following pointless tagline? “This is who we are. This is how we earn it.”

The right process:<

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

b> Keep your goal in mind. It’s not to be clever for wit’s sake, to but to imbed a lasting sales message into your prospects’ minds.

That means that most

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

good taglines are rooted in one of two things:

Position: Books have been written about positioning, but here’s the heart of the matter in one simpl

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

Combination pro

e sentence: It’s what you offer to what kind of people. The cola for a new generation. The well-engineered car for serious drivers. The heavy shoe for the

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

osh pit crowd.

USP or “unique selling proposition”: Your distinct specialty. The thing you offer no one else can provide in precisely the same way.

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

Perhaps it’s “absolutely, positively” overnight delivery. Or fast, “finger lickin’ good” chicken.

There’s a third option, “attitude,” a phrase that refle

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

cts the mindset of your intended audience, like “Just do it.” But this is dangerous ground best left to big players who can saturate the field with adverti

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

ing.

Work from many options: Don’t start by writing the taglines themselves! Instead, start by generating up to five or six potential positions or

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

USPs for your given product or service.

For example, I recently worked on a tagline for an expensive piece of commercial real estate in Boston. After brai

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

Following aspects would a

nstorming with the agent’s marketing director, we came up with the following potential position/USP hooks:

* The appeal of its location
* The value

dd to the challenges in developing combination products:

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

f its amenities
* The status of its reputation

Once we agreed on the hooks, then I could write a set of tagline possibilities for each position/USP.

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

For “location,” for example, we considered, “Gateway to the Greenway” and “At the Foot of the Financial District.” For “amenities”: “Lots of Room -- With

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

a View” and “Access, With an Accent on Quality.”

Nail the approach first, then hammer out the words: The goal of the first round of review is not t

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

select the final tagline, but to select the best position or USP. The first round of tags serves as illustration, an easy way to evaluate potential positi

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

Professional from academic institutions, pharmaceutical industries, health care indust

ons on the relative merits of their messaging substance.

Once an approach has been approved, you can go back and brainstorm new tags within that approach,

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

or tweak previous tags that are appropriate to the desired position.

Yeah, you can anticipate numerous rounds of revisions. But that’s okay -- the taglin

.

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

is too important for haste. And by focusing on positions first, you save lots of time that would’ve been wasted in random writing -- throwing words at the

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

Companies that provide selfless information through particip

wall to see what sticks. With the right position in sight, you and your colleagues will arrive at a more effective tagline in a much more efficient manner

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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Write You - Writing Taglines Right: The Best Way to Approach Tags

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