Main Subject - Business

Like most business owners, I get a lot of direct mail from other businesses.

And I’ve noticed that a lot of these mailings mak

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

e one big mistake – they don’t make an offer.

By "offer" I don't necessarily mean a discount or a special concession, what I m

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

Examples of combination products may in

ean is something for me to respond to (i.e. direct response advertising).

I'll give you an example:

I received a letter last

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

week from a local printer I had never heard of.

(I can't remember their name, I've already thrown the letter away)

They basic

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

ally said "hello" and told me they'd be "happy to take care of my printing needs".

(you know this type of letter, you've recei

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

Combination pro

ved letters like this yourself)

Now, this means nothing to me.

I'm not on some "printers' blacklist" where I struggle to find

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

printers who'd agree to take my business. As long as I'm willing to pay their fee, any printer in town is going to be happy to

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

do business with me.

So, all I know about this particular printer is what I already know about every printer in town: that th

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

ey'd like my business. I don't know anything about how they compare in the areas that matter to me:

e.g.

price
speed of

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

service
quality of printing
quality of design

So, there was nothing in the letter that had value for me.

I hav

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

e no reason to respond positively to this printer and my response was simply "so what?"

(actually it was "poor guy, he probabl

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

Following aspects would a

y got some bad marketing advice")

So, my advice to anyone who's thinking of doing a mailing is to ask themselves "what am I of

dd to the challenges in developing combination products:

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

fering here" before they send anything out.

Because, if you're not offering something of value to the reader, his response is

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

probably going to be somewhere between "so what?" and "who cares?"

The notion that he's going to file away the letter so that,

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

at some point in the future, he can put in the time and effort to find out if you've got something special to offer, is fancif

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

ul.

It makes a lot more sense to give him this information right up front and, if he believes he might benefit from your servi

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

Professional from academic institutions, pharmaceutical industries, health care indust

ces in the future, he's more likely to file the letter ... and call you first once he's in the market.

One of the key features

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

I look at when I critique marketing materials (particularly sales letters & adverts) for my clients is the offer.

The first 3

.

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

questions are:

Is there an offer?
Is the offer clear?
Does the reader know how to respond?

You'd be amazed how

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

Companies that provide selfless information through particip

many sales letters (or flyers or ads) fail on just these basics ... and the business wonders why they get few or no responses.

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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Those college and university students who want to pursue careers as teachers will be required to concentrate on teaching courses.

Most people are familiar with franchising. For the benefit of those who are not, according to wikipedia franchising is the system of doing business wherein a franchisor licenses trademarks of a product and tested methods of doing business to a franchisee to receive payment like a percentage from gross per sales or gross profits as well as the annual fees agreed upon, as compensation for the trade secrets shared as part of the franchising agreement.

Don't you think that good work should speak for itself...that if you're good enough at what you do, you shouldn't have to hustle up business? This is like saying a pretty face with no personality will get you past the first date – it’s just not true!

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