Main Subject - Business

Every direct mail package you drop in the mail should contain an offer. The offer is the incentive or reward that mo

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

tivates prospects to respond to your mailing, either with an order or with a request for more information. “Subscrib

; 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 to Hook, Line and Sinker today and save 45% off the newsstand price” is an example of an offer. To be effective, y

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

our offers must pass eight tests.

Test 1. Is your offer specific?
“Visit our website for more information” is

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

not an offer. Your offer must be specific and tangible.

Test 2. Is your offer exclusive?
Are you making your o

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

Combination pro

ffer only to a select few (and making them feel that they are an exclusive bunch), or are you making your offer to e

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

veryone and his dog? For example, is your mailing envelope addressed to “Occupant”?

Test 3. Is your offer valuable?

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

Will your prospects perceive your offer to be of value to them? Your offer may be inexpensive for you to offer

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

, but it must have high perceived value to your potential customers. For example, a $100 gift card to The Home Depot

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

has high perceived value to your prospects, but is inexpensive for you to offer if it lands you a sale worth $5,000

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

Test 4. Is your offer unique?
Is the deal you are offering only available through your business?

Test 5. Is

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

Following aspects would a

your offer useful?
Your offer can be exclusive but useless (an engraved pet rock). Or unique and useless (a bag

dd to the challenges in developing combination products:

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

of dust from Mars). Make sure your offer helps your prospects save money, save time, do their jobs better or is som

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

ething else just as helpful.

Test 6. Is your offer relevant?
You could offer a 40% volume discount on laptop c

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

omputers to both travelling salespeople and to computer retailers. Both groups buy laptops, both groups appreciate a

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

discount, but only one group buys in volume.

Test 7. Is your offer plausible?
Some offers are too good to be

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

Professional from academic institutions, pharmaceutical industries, health care indust

true. Others are silly. I received an email from a spammer, offering me one million email addresses in electronic fo

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

rmat for only $240. “Order now. Quantities are limited,” he said.

Test 8. Is your offer easy to acquire?
The h

.

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

arder you make it for your prospects to obtain your offer, the lower your response rates will be. So make your order

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

Companies that provide selfless information through particip

forms clear, simple and short, your toll-free phone number obvious on the page, and your conditions of purchase few

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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Entry-level job seekers face unique challenges, challenges that can be quite intimidating. Relax! You have more relevant experience than you probably realize.

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Main Subject - Direct Mail Offers: Eight Steps to Making them Effective

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