Main Subject - Business

Goal 1. Acquires donors

If your organization is typical, you lose around 15 percent of your donors each year. Th

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

ey simply stop responding to your appeals.

Fifteen percent is average, but it’s a terrifying percentage all the same. I

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

Examples of combination products may in

f your organization has 10,000 active donors today, and if 15 percent stop giving this year, then you will lose 1,500 do

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

ors.

This is the main reason that you need to create and manage a well-planned, annual donor acquisition program. You c

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

annot afford to simply mail to your existing donors only. You need to replace the donors who never renew. Without a stea

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

Combination pro

dy influx of new donors, you will be moving backwards each year, not forwards.

Goal 2. Renews donors

A whopping

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

65 percent of donors acquired by direct mail give once and never give again. What all of this means is that the most imp

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

ortant gift in direct mail fundraising isn’t the first gift but the second one. What’s vital over the long-term isn’t th

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

e first mailing that acquires the donor, although that’s vital, obviously, but the second mailing (or third or fourth) t

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

at keeps the donor. That’s why a healthy annual direct mail program includes a series of renewal mailings designed to re

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

new the support of donors and members year after year.

Goal 3. Upgrades donors

Most people start supporting a n

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

Following aspects would a

on-profit organization by making a small donation. Often, that donation is sent through the mail in response to a direct

dd to the challenges in developing combination products:

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

mail appeal. Major donors, board members, those people who left you a large bequest in their will, all of them likely st

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

arted out with a small gift. So you can see the necessity of cultivating all of your direct mail donors over time, nurtu

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

ring them so that they increase their commitment, increase their loyalty, and boost their giving frequency and gift amou

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

ts.

As you can see, direct mail fundraising isn’t primarily about money. Your direct mail program is primarily about fi

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

Professional from academic institutions, pharmaceutical industries, health care indust

nding new friends (acquisition), keeping those friends (renewal) and building lasting relationships with those friends (

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

donor cultivation). When you manage to get all three of these things right year after year, the results show on your inc

.

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

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

Companies that provide selfless information through particip

and in print provided the links remain live and the content remains unaltered (including the "About the Author" message)

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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Earned value (EV) is one of the most sophisticated and accurate methods for measuring and controlling project schedules and budgets. EV has been used extensively in large projects, especially in government projects. PMI is a strong supporter of the EV approach because of its ability to accurately monitor the schedule and cost variances for complex projects.

In part one of this series of articles we discussed the growth in the marketability of antique brand images and how the apparent extinction of the brand itself can lead to the rapid rise of the marketability of the antique value of the packaging itself.

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