Main Subject - Business

Your prospect mailing lists should be as targeted as possible. General-purpose mailings are less likely to succeed. What are the characteristics of your existing customers? Like as not, you should be targeting more of the

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

same. Look for:

Location: where are they?

Size: how big are they (turnover or employees)?

Business: are there any particular lines of business in which you specialise? If so you can make of

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

Examples of combination products may in

fers specific to that type of business (it may be a Unique Selling Proposition of yours)

Who is the buyer? What type of person normally specifies and buys your type of product? Managing director? Office manager?

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

Personnel manager? Factory manager? Sales people?

For mailings to a small number of businesses …

Use directories at the library. These can be quite adequate, but beware of out-of-date copies. In some indust

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

ries, people change jobs fast and the directories don’t keep up. If in any doubt, note the company telephone number and call the switchboard to ask “who’s in charge of …”. You can’t rent mailing lists for small numbers.

<

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

Combination pro

m>For larger numbers …

Rent a mailing list. Make sure you speak to someone else who’s used the list recently and find out what response they got, and how accurate the list was. Even if they got poor response, it m

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

ay be worth a test - their letter may have been no good!

If you’re mailing to consumers …

Make sure any lists you rent have been screened against your country or state’s Mailing Preference Service. This allows

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

people to opt out of receiving what they might perceive as “junk mail”. Apart from annoying them, you’ll be wasting time and money if they are on your list.

When you rent a list …

You will normally be renting

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

t for one-time use only. Anyone who responds to your letter can be added to your own database. However, if you want to mail the full list again, you must rent it again. Some lists are available to purchase. You can then a

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

dd them to your own database and mail them as many times as you want. The disadvantage of purchasing is that once you’ve bought a list, the supplier no longer updates it. Each separate time you rent a list, it should have

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

been updated since the last time.

If you don’t have a computer…

You can still rent a mailing list! You can have the names sent to you on self-adhesive labels. Attach them to your envelopes and away you go.

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

Following aspects would a

m>Test a portion of the list …

Before committing to any large-scale mailing you need to test a large enough group to give meaningful results. Some lists have a minimum rental of 1,000 or even 5,000 names.

dd to the challenges in developing combination products:

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

Here’s my action plan to get your mailing off the ground:

1. Decide who your best prospects are, based on your existing customer profile. If you’re targeting businesses then include: location; size; industry; t

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

pe of buyer. For personal mailings include location, age, interests.

2. Plan a mailing campaign for your prospects. You should identify:

Your objective: what you want to achieve from this mailing (it might be

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

ten enquiries from totally new prospects). Again, have a specific, clear objective for each mailing.

Your offer: what you will offer the prospect to achieve this.

Your benefits: how this will benefit 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

e prospect.

Your target market: as determined above.

Likely cost and break-even point of the campaign: work out how many orders you’ll need to break even. Are you likely to meet your objective at a reaso

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

Professional from academic institutions, pharmaceutical industries, health care indust

nable cost? If not, rethink the objective, cost, or both.

3. Create your letter and any accompaniments.

4. Identify a short-list of mailing lists from a broker. Get names of recent users. Call the recent users and

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

ask how successful and accurate the lists were. Choose the most responsive and accurate list. Rent the minimum number of names for your test mailing.

5. Do it! Merge the letter with your rented mailing list, print y

.

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

ur envelopes, sign and insert the letters and post them. Be sure to include all accompaniments (e.g. brochures, reply envelopes, etc.).

6. Make sure you can respond quickly to any enquiries. Make a record of enquirie

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

Companies that provide selfless information through particip

s to analyse later.

7. If your printing, folding, stuffing and enveloping requirements become too large to handle yourself, use a mailing house. Contact your Direct Marketing Association for a list of approved suppliers

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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Business stress is felt during times of conflict, pressure, loss, illness or anxiety. It describes the frantic pace of business life. Everyone reacts differently to stress. Some people can cope and take it in their stride; others find the pressure too much and buckle under. Much of the stress, anxiety, and the sense of overload that people carry is because they feel their lives are out of control. Stress seems to come from the perception that our life feels overloaded.

Participants in industry conferences often have their own display space for presentations and information handouts. It makes sense to use the opportunity to promote your business and your company where you have a gathering of people in your industry. Conference gifts offer a great way to send your message and your name home with fellow attendees at your conference.

Warning: Failure to read this article, will cost you money especially if you write ads for your business. Revealed: 12 compelling reasons why most ad's fail to deliver!

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