Main Subject - Business

Every business needs customers, but more importantly every business needs to maintain those customers while constantly retaining new ones. The only successful way

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

of doing this is by learning everything about your customers, including who they are? What do they have in common? Do they share a hobby, an age range, a life stag

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

Examples of combination products may in

e, or a geographic community? Can you break them down into groups? The answers to these questions hold a wealth of information for you. Although direct marketing c

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

n be overlooked by many businesses, here are statistics proving the effectiveness of direct mail campaigns over the years.

According to the DMA (Direct Marketing

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

Association) 2005 Postal and Email Marketing Report:

* For postal mailings, 43% of direct marketers indicated that their up-front gross response has increased fro

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

Combination pro

m 2003 to 2002.

* As with postal mailings, when asked about 2004, respondents showed more optimism in their up-front email response rates, with 51% projecting an

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

ncrease and 32% stable response rates.

* For postal mailers, the top list techniques used to improve 2003 front-end response were enhancements to internal housefi

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

le databases (50%), demographic segmentation (50%), and prior mail history analysis (46%). Most list techniques had a success rate of 80% or greater.

According to

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

the DMA 2004 E-Commerce Report:

* The portion of companies having an in-house email marketing list has increased from 74% to 85%

* 43% of Web and email investme

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

t is allocated towards marketing, compared to 35% in 2002

The direct marketing industry employs the top minds of our world to analyze and build databases and mark

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

eting campaigns to address only the concerns and needs of a selected audience, which history has proven to be accurate 70% of the time. Typically, budgets are base

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

Following aspects would a

d more on analyzing the product, service and/or the consumer rather than playing an ROI guessing game.

Case Study of a Client

Here is a case study of a client th

dd to the challenges in developing combination products:

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

t used direct marketing to increase their bottom line:

Allied Home Mortgage Capital Corporation (AHMCC), the largest U.S. privately held mortgage banker/mortgage

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

broker initiated a more sophisticated form of direct mail marketing in 2003, which included the use of opt-in email files and multi-level marketing to reach new cu

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

stomers. The results were that AHMCC increased their revenues by 100% and increased their closing ratio by 15% by using email alone. Customer loyalty went up and r

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

ferrals hit the roof. AHMCC now has 700 offices in 49 states, Guam and the Virgin Islands!

As the marketplace continues to evolve and change due the economic land

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

Professional from academic institutions, pharmaceutical industries, health care indust

scape and the need to offset expensive ad campaigns, direct marketing continues to play a major role for the success of any sized business. Regardless of the negat

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

ive connotations that the public has on direct marketing, the truth of the matter is that corporations are vehicles that satisfy the needs of people and marketing

.

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

s the channel that helps facilitate this process.

Ultimately, in order to be successful, companies must learn to maintain the loyalty of their customers and get i

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

Companies that provide selfless information through particip

n front of new ones by practicing 1 simple rule: Providing good product and service to the right people, at the right time, in the right place and in the right way

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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Main Subject - Direct Marketing: Overlooked, Underappreciated, and Unstoppable

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