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It happens, we've all done it at one time or another (including some very high profile email marketing professionals). The campaign has been sent out and suddenly you get a knot in your stomach as you realize that something is wrong within the campaign. Then

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

the emails start arriving, advising you of the mistake. You sit back and are tempted to congratulate yourself that at least you know the campaign is being received and read, but you don’t have time to do that as you need to consider what you can do to rectify

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

Examples of combination products may in

the situation. Do you put your head in the sand and pretend it never happened (although as your inbox begins to fill up with emails from your readers, helpfully pointing out the mistake, you are beginning to realize that it will be difficult to ignore it), o

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 do you own up and make the most of the mistake.

What's that you say?.. make the most of a mistake? Yes, that's right. Some very canny marketers actually use mistakes (intentional mistakes, that is), as part of their marketing plan. Whilst I'm not advocatin

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

g that you build an intentional mistake into your marketing campaign, you certainly can make the most of this situation (or opportunity).

We have clients who, after realizing the campaign has an error within it, have rung us up asking for advice. My advice i

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

Combination pro

s this: resend the campaign and blatantly apologise or note the word 'correction' within the subject line. The reasoning behind this is two fold: 1: It's like an accident on the side of the road...people can't help themselves...they just have to stop and loo

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

k. By doing so, you have now enticed some of your regular non-openers to read your email! Yes, this has been tried and tested. 2: It shows that a human side to your company, which is very appealing to many. It can be a very humbling experience, but it can al

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

o be a very positive experience..

Key Point: Take advantage of the situation and turn a disaster into a success by utilising this opportunity to speak to some of your non-readers. Most marketers try to find reasons to contact their database-

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

and here's a perfectly legitimate reason -so make the most of it.

Now, I'm not denying there are negative ramifications of sending out an email with an error in it, of course there are - time, extra expense, reputation etc etc. And of course, the best plan i

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

s not to make mistakes-but hey-we're only human, and blunders, goof ups, errors etc are bound to happen. So, here are some of the most commonly made mistakes and tips on how you can avoid them:

Lack of information: What's that? You f

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

orgot to add the Call to action phone number as it was still being organized whilst the campaign was being finalised? Yes, this does happen, as Karen Gedney http://www.clickz.com/show

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

Following aspects would a

Page.html?page=3623466 found out.

Wrong information: i.e venue, dates.

Typo: Easily done and easily avoided. To avoid the above errors from happening, always use a testing group. Write a checklist and se

dd to the challenges in developing combination products:

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

nd the list to the testing group.

Lack of personalisation: I have often read about this happening to people (it even happened to a well known Email Service Provider recently within their newsletter (no names mentioned, and no, it was

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

n't us), although we've never had a client who has had this happen to them.. If you use Ezemail, when sending a test email, you can be sure that the personalisation is correct if it comes out looking like **Test**.

Old version of the text ver

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

ion: This can happen when you clone an existing campaign. Always be sure to test & proof read both the HTML and text versions before sending.

Multiple sends: Recently a well know Marketing Information company, to which I am

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

a member, sent out 10 emails to me, each offering the same product, but using different phrasing AND different pricing! They apologized and explained that they were testing different offers and somehow a technical mistake had been made in the selections. Less

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

Professional from academic institutions, pharmaceutical industries, health care indust

on to learn - ensure that your database selection is correct.

Symbols appearing in email: This can be caused by pasting directly into the HTML editor from Microsoft Word, PowerPoint etc. To avoid this from happening, within EzeEditor

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

, you simply right click when pasting and select 'Paste as plain text'.

Mangled HTML: The main reason that we have found for code to re-format wrongly is because of Microsoft's 'behind the scenes' code, or any type of scripting. Emai

.

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

l's need to be written in good, plain HTML - any other type of code can cause the email client to read the code wrongly and therefore render the email wrongly. Send a test email. Don't rely on the preview tool. It will only show you what the email looks like

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

Companies that provide selfless information through particip

on the web. The web is far more flexible and forgiving than email, so don't rely on it. The email's code needs to be sent as an email in order to see how the email client will render it, in order to test for any problems

© Copyright - Kath Pay 200

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
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Most jobs are filled from within business or non business organizations from within. Often senior employees are encouraged and indeed rewarded for recommending future good employees to their place of work. This is both a good and wise practice which results in good hires, better workplaces and indeed greater work and employee and employer satisfaction and effectiveness and profitability.

Sometimes things just happen. Maybe we lose focus and take our eyes off the ball. Maybe we don't recognize the signs. Sometimes it happens quickly due to a loss of a major customer or loss of a major product line. Sometimes it is a slow, gradual process. Market share seems to evaporate; gross margin exhibits an extended period of decline. Morale suffers, employee turnover increases, net profit declines, costs seem to get out of control and losses become imminent. Some Owners, Presidents and CEO's who find themselves in a situation facing these warning signs may actually contribute to the creation of “The Death Spiral” if they aren’t careful.

Guide for Business owners to avoid getting duped by hiring any IT consultant. A simple guide to ensure they get quality service for the right price.

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Main Subject - Email Blunders - How to Avoid Them & How to Benefit from Them (when they happen)

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