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Main Subject - Why Envelopes Outpull Self-Mailers in B2B Direct Mail Lead Generation.
In business-to-business direct mail lead generation, letters invariably outpull self-mailers, including postcards. Your sales message belongs in an
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
envelope for a number of good reasons.
1. Better privacy
An envelope announces to the recipient, “private correspondence encl
1. Better privacy
An envelope announces to the recipient, “private correspondence encl
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
sed.” A self-mailer, on the other hand, particularly a postcard, says, “this message has been read by all and sundry, including the letter carrier
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
nd Joe in the mail room.”
2. More personal
I realize that, with digital imaging, postcards and self-mailers can now be persona
2. More personal
I realize that, with digital imaging, postcards and self-mailers can now be persona
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
lized with the name of the reader. But they still look like and read like bulk mail. A letter, on the other hand, always looks like a piece of one-
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
o-one communication, particularly when it is hand-signed by the writer and arrives with a hand-affixed stamp on the carrier envelope.
3
3
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
Better response mechanism
If you want your prospect to answer a survey or return a business reply card, you are better off going with a l
If you want your prospect to answer a survey or return a business reply card, you are better off going with a l
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
etter mailed in an envelope. There are self-mailer alternatives, of course. Double postcards let the prospect tear off one side of the postcard and
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
mail it back to you. And you can always incorporate a perforated, tear-off business reply card into your self-mailer. But these two methods have th
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
drawback of making your piece look like bulk mail, which is death in B2B lead generation.
4. Exclusivity
Which brings us to t
4. Exclusivity
Which brings us to t
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
e major selling feature of envelopes over self-mailers. Self-mailers, by their very design and utility, look like they are mass produced and mailed
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
in quantity. Even when addressed to a prospect by name and job title, self-mailers still look like, dare I use the term, junk mail.
But
But
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
nvelopes, particularly #10 business envelopes, carry about themselves the aura of exclusivity, of a message that is for the eyes of the recipient o
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ly. This is especially true when the letter writer addresses the needs of the reader in particular by naming the reader’s company, mentioning the C
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
EO by name, or discussing mergers, new product launches, IPOs and other events that have affected the prospect’s company in particular. This cannot
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
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
be done effectively, or believably, with a self-mailer.
How to get your envelope opened
To make sure that your business prospe
How to get your envelope opened
To make sure that your business prospe
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
ts open your mailings and don’t consider them bulk mail, make each envelope look private, personal and exclusive:
- use a closed-face envelo
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
pe, not a window
laser the address (no labels)
avoid teaser copy
don’t use a bulk class postal indicia
use
.
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
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
first-class stamp, preferably a commemorative one
avoid gimmicks, like writing “IMPORTANT”
© 2006 Sharpe Copy Inc. You may
© 2006 Sharpe Copy Inc. You may
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
eprint this article online 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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