Main Subject - Business

I have a client who wanted to drive prospective customers to his online store using a business-to-business postcard. Great idea, I

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

thought, and cost effective.

He had a terrific product, a compelling offer, and a sound business model. He had just one proble

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

Examples of combination products may in

. He wanted to make all website visitors register before they could browse his product catalog. Big mistake.

So I, along with h

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

s business partner, managed to talk him out of the idea. And he will be glad that we did.

That’s because one of the fundamental r

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

quirements of business-to-business direct mail is that you make it easy for your prospects and customers to respond. The word to

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

Combination pro

remember is “convenience.” You must make responding as convenient as possible. Here are some ways to do that.

BUSINESS REPLY C

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

Pre-print your prospect’s name and address on it.
If prospects must complete the card, give enough

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

space for company, job title, address and city.

Pay for postage so prospects don’t have to hunt for a stamp.

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

If you need to qualify prospects, ask as few questions as possible.

COUPONS
Place coupons at the outside c

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

rners (not in the gutter or the middle of the page), where they are easy to tear out.

CALCULATIONS
Make the math as e

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

sy as possible so that customers can quickly and accurately add shipping, handling and sales tax to their order.

PAYMENT

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

Following aspects would a

Offer as many payment options as possible without paralyzing your reader. One of the most attractive payment plans (a

dd to the challenges in developing combination products:

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

d one likely to boost response, if you can afford it) is the “send me an invoice” plan.

Accept all the major credit car

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

Accept orders by telephone (toll-free, of course).

Accept orders on your website.

LEAD GENE

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

RATION
If you are after a lead and not a sale, make the next step in the sales process as convenient and as painless as p

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

ssible for your prospect to initiate. Some prospects are reluctant to respond by phone because they fear they will hear a sales pi

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

Professional from academic institutions, pharmaceutical industries, health care indust

ch. Others dread responding by email because then you will know their email address. Through testing, discover which response me

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

hods work best for your target audience.

One of the beautiful things about shopping by mail is the convenience. You don’t have to

.

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

battle traffic, hunt for a parking spot or wait in line. But that is only true if the direct mail ordering experience is also co

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

Companies that provide selfless information through particip

venient. Use some of these methods to improve your convenience quotient and your customers will thank you for it—with their orders

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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