Main Subject - Business

Conventional wisdom says that the front of a direct mail postcard is for the pictur

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 and the back is for the address, stamp and a short message.

But some savvy direc

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

Examples of combination products may in

t marketers design their postcards the other way around—and boost response rates as

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

a result.

The goal of the front of the postcard is to grab attention long enough t

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

o arouse curiosity and motivate your prospect to turn the card over and continue re

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

Combination pro

ding. But postcards are usually delivered with the back of the postcard showing, no

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

t the front. Check today’s mail. You’ll notice that the letter carrier delivered yo

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

r mail with the address facing up (unless it fell through your mail slot in a rando

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

m pile).

The letter carrier reads the name and address for each piece of mail and,

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

without turning them over, places them in your mail box. That means that the first

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

thing your prospect sees of your postcard is the back, not the front. And you can t

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

Following aspects would a

ake advantage of this fact.

A graphic designer and marketing consultant from Denve

dd to the challenges in developing combination products:

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

, Colorado, wrote to me recently, explaining that her firm studied the way mail arr

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

ives. “Through my observations and research,” she says, “I have found that many, ma

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

y more times than not, side B [the back of the postcard] is what the prospect sees

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

first and then decides whether or not to turn the postcard over.”

This savvy marke

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

Professional from academic institutions, pharmaceutical industries, health care indust

er now designs postcards for her clients with the back being the main focus and att

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

ention grabber, leaving the front of the card for secondary messages. She is achiev

.

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

ng “very good results,” she says, by flouting conventional wisdom.

I see only one

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

Companies that provide selfless information through particip

thing wrong with her brilliant method, and that is that I did not think of it first

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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