Main Subject - Business

The secret to success in business-to-business direct mail lead generation is testing. I have hunches. You have hunches. But testi

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

ng settles the debate. When you test your package against my package and we measure the results, we know for certain which pack

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

Examples of combination products may in

age performed better.

Assuming your list is good (in other words, assuming you are mailing to people who are likely to b

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

uy), the first thing you should test is your offer. Your offer, after all, is the second most important ingredient of direct ma

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

l success. And as Axel Andersson says, “If you want to dramatically increase your results, dramatically improve your offer.”

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

Combination pro

>
How do you “dramatically improve your offer?” By creating an offer that is different from the one you are using now, and t

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

esting both at the same time. Basically, you mail two packages, one with Offer A and one with Offer B. You test nothing else. The

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

n you measure which offer outpulls the other. Here is how you do it.

Test a hard offer against a soft offer

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

A hard offer asks for an appointment. A soft offer invites prospects to request more information (such as a white paper).
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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

br> Test a product literature offer against an educational offer
Product literature includes brochures, catalogs, sale

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

s sheets and technical specification sheets. Educational offers include white papers, special reports, books and article reprin

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

Following aspects would a

ts.

Test one educational format against another
Some prospects prefer their information on paper. Others p

dd to the challenges in developing combination products:

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

efer going online to a special page on your website. Still others prefer watching a video, or listening to a CD.

Te

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

st offer descriptions
Should you say “Buy two for the price of one” or “Buy one and get one free?’ Test and you’ll know.

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

Test a deadline against no deadline
Giving your potential customer a deadline for responding might boost resp

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

onse. And it might not.

Test one premium against another
Offer an Apple iPod in one mailer and a Blackberry in

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

Professional from academic institutions, pharmaceutical industries, health care indust

another. Offer a gift certificate to Amazon.com in one letter and a CD player in another. See what happens.

In all y

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

our tests, remember to test one thing at a time and to make your tests big. Keep all the other variables (timing, design, list an

.

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

d so on) the same while you test just the offer. When I say “make your tests big” I mean that you should test two very differen

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

Companies that provide selfless information through particip

t offers. If the offers you test are too much alike, you will not be able to trust your test results. And that’s not just a hunch

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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What do you want to be when you grow up? I’m sure you were asked this question at least once when you were a youngster. When asked the question, did you have an answer at the ready, or did you need a few minutes to think about it? We all had dreams of becoming something great, like a fireman, a teacher, or a rock star, just to name a few. Well, how did you do? Maybe you never aspired to be what you set out to be or said that you would become. But then again, things change.

Draw a square on a piece of paper. Now divide that square into 9 equal squares by drawing two lines down and two lines across. How many squares do you see? Did you say 14? Correct. If not, looker harder. The 9 square mind teaser is a well-worn example of how motivation speakers explain the concept of lateral thinking. In other words, looking beyond what the eye first sees. Looking more intelligently.

Earning extra income is of course quite an attraction to us all, and there are groups of Internet entrepreneurs who help others to duplicate their efforts through free advertising co-ops and other materials. This and other Internet based advertising efforts can bring customers to an automated business that runs by itself on the Internet.

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Main Subject - Test Your B2B Direct Mail Offers To Boost Response Rates

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