Main Subject - Business

What do successful cataloguers do when they market?

There is a secret, or so it seems, in the catalogue industry that has not gotten out of the bag yet. Why is it a secre

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

t? It is probably not intended to be that way, but it just happens to remain a ‘not-known datum’. So, what’s the secret, you ask!?!?

That successful cataloguers use post

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

Examples of combination products may in

ards to market!

Bah, hum bug, you say! Why would they do that? How can they sell their wares?

Simply and easily. Postcards work because they are inexpensive and they g

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

et the attention of the prospective buyer who would like to shop in their particular catalogue. Many big catalogue companies do it – JC Penny, Spiegel, Brighton – they all

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

use postcards.

Now for your next objection: “People already know the products of JC Penny, Spiegel and Brighton so of course they will order the catalogue” (am I reading y

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

Combination pro

our mind, yet?) or how about your next consideration, “If the prospective clients do not see my merchandise than they won’t know if they want to order my catalogue or not,

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

uch less my merchandise.”

Those are definitely objections, but not necessarily sound ones. Let’s break them down. Just think about it. They get your catalogue (that you

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

spend $4 per piece sending out) and then they throw it away immediately. They do the same with a postcard, but postcards are cheap - .35 cents (that includes postage, des

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

gn, mailing list, etc.) compared to 4.00 – you could afford to continue to send those postcards out until they finally decide to order your catalogue. You can’t do that wi

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

th catalogues, it’s too expensive!

The trick with postcards is to advertise on your postcard one of your best selling items and mail it to your prospective buyer list. Th

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

n design another postcard with another one of your best selling items and mail it to the same list one to two weeks later. Do the same again and again for about four to fi

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

Following aspects would a

ve postcards. Make an offer on your postcard, like, you will send them a catalogue for free and 10% off their first order if they order within 30 days of ordering their ca

dd to the challenges in developing combination products:

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

alogue.

Then, we you have exhausted those five postcards on that prospective list, you hit ‘em again. Same rotation of postcards mailed out every one to two weeks. And t

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

hose prospects that didn’t order your catalogue the first time they got the postcards will this time.

And you do it again. And the ones that didn’t order the second round

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

will this time.

And you do it again….it’s a numbers game; it’s a communication game. Sometimes you have to beat people over with head with an idea before the light bulb

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

goes off. Same with marketing. Except you are gently nudging their mail boxes.

You will get reaches. You will get orders. You will save money. And you will be doing w

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

Professional from academic institutions, pharmaceutical industries, health care indust

at successful retail and cataloguers have been doing for eons. How do I know? I service some really successful cataloguers and I see what they do that is successful.

So,

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

quit not marketing. It is foolish to be in business these days and not market. You have to market aggressively. There is so much mass communication out there today that

.

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

you have to constantly be in your target market’s face in order to make an impact. Twenty years ago it was not that way. Forty years ago it really was not that way. Come

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

Companies that provide selfless information through particip

up to present time and market smart. Postcards are one of the smartest ways to go. Brochures are the next smartest. Postcards followed up with brochures are intelligent

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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