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Main Subject - Direct Mail Response Rates Low? Eliminate These Mistakes
Are your direct mail response rates lower than you expect? Check your sales letter or direct mail package against this checkli
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
st to uncover the reasons for your poor response.
LIST
You are mailing to people who are never likely t
LIST
You are mailing to people who are never likely t
; 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
buy
You are not mailing to others in the same business who influence the buying decision
Your list is out of date
You are not mailing to others in the same business who influence the buying decision
Your list is out of date
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
r>
Your names and addresses are not formatted correctly for proper delivery
Your list has job titles only, not names
Your list has job titles only, not names
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
rong>FORMAT
You are using the wrong format for your audience (self-mailers to professionals, for example)
Y
You are using the wrong format for your audience (self-mailers to professionals, for example)
Y
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
our letter and brochure are not complete sales pitches in themselves
Your liftnote or buckslip confuses your offer or mai
Your liftnote or buckslip confuses your offer or mai
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
selling promise
ENVELOPE
Your envelope gives too much away, so your prospects throw it away unopened
ENVELOPE
Your envelope gives too much away, so your prospects throw it away unopened
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>
Your mailing envelope looks like junk mail
Your package is addressed to “Occupant” and not to a person by name
Your package is addressed to “Occupant” and not to a person by name
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
g>MESSAGE
Your letter lacks a strong, customer-focussed headline
The opening line in your letter is not com
Your letter lacks a strong, customer-focussed headline
The opening line in your letter is not com
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
pelling
You spell your prospective customer’s name incorrectly
Your letter lacks specifics about product size, weigh
You spell your prospective customer’s name incorrectly
Your letter lacks specifics about product size, weigh
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
, color and other vital details
You discuss product features but not customer benefits
You talk too much about your
You discuss product features but not customer benefits
You talk too much about your
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
company and not enough about your reader
You do not create enough desire
Your letter lacks urgency
You do not o
You do not create enough desire
Your letter lacks urgency
You do not o
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
fer a guarantee
OFFER
You are offering the same thing that your competitors are offering
Your offe
OFFER
You are offering the same thing that your competitors are offering
Your offe
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
r is not specific
Your offer is not exclusive
Your offer is not relevant
Your offer is not valuable
Your o
Your offer is not exclusive
Your offer is not relevant
Your offer is not valuable
Your o
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
fer is not unique
Your offer is not useful
CALL TO ACTION
You do not ask for the order
You as
Your offer is not useful
CALL TO ACTION
You do not ask for the order
You as
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
k for the order, but too late in your letter
You conclude by saying, “If you have any questions, don’t hesitate to contac
You conclude by saying, “If you have any questions, don’t hesitate to contac
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
me”
You give too many ways to respond—or not enough
REPLY DEVICE
Your reply device is too clutter
You give too many ways to respond—or not enough
REPLY DEVICE
Your reply device is too clutter
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ed
You do not tell prospects what to do to buy your product or service
Your reply device is not postage-paid
You do not tell prospects what to do to buy your product or service
Your reply device is not postage-paid
.
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
>TIMING
You are mailing at the wrong time of the year
Your letter is arriving on the wrong day of the week<
You are mailing at the wrong time of the year
Your letter is arriving on the wrong day of the week<
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
br>
You are mailing too often, so prospects ignore you
You are not mailing often enough, so prospects do not remember yo
You are not mailing often enough, so prospects do not remember yo
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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