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Now here is my question, what is e-mail marketing? What’s the purpose of e-mail marketing? Who is the target?
Accord

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

ing to what I understand, E-mail marketing is all about hitting the mail box of a internet user and telling him that here

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

Examples of combination products may in

I am standing for you with this offer, click here and its all yours.

We try saying this in different ways, today

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

we see many spam email hitting our mail boxes. I will try and list out a few concepts used now-a-days:
• E-mail with

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

just a image that in turn links to their tracked webpage
• E-mail with promotional text and a images again linking to

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

Combination pro

their tracked webpage
• E-mail with a gesture like “I found this, you also try, its good” kind of presentation with a

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

n affiliate tracking url attached to the link page.
• The best I liked was a simple email template with small 4 liner

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

, to the point, conveying it all.

Maybe the idea of what type of e-mails do we sent has many factors to look into

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

:
• Target audience
• Their behavior pattern
• Their age group
• Their buying power
• Is it B-to-

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

B or B-to-C targeting

The template design inputs are more of influenced by these factors:
• The team leader’

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

mind set
• The target audience age group
• The target audience profile

Some profiles like to the point

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

Following aspects would a

reading, its like scanning the text, some get influenced by colors, some like to have offers associated with it, some lik

dd to the challenges in developing combination products:

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

e free stuff.
All in all everyone dances on the same lines “WTIFM”. You would wonder now what do you mean by “WTIFM”?

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

Your current thoughts are very closely associated with the answer and that is “WHATS THERE IN FOR ME”.
When an

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

e-mail template hits this target of any age group, any profile, any audience, any behavior pattern, you get that click.

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

> Before pitching any e-mail, test it by mailing it to the ones you know and that fall into your target list profile crit

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

Professional from academic institutions, pharmaceutical industries, health care indust

eria, take inputs, definitely you will come up with opinions you might have never thought of. Its better to sent mails to

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

10000 id’s once every week after following the rights and getting 100 clicks through, than mailing 50000 every week and g

.

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

etting 50 clicks through. You save your bandwidth, you have less chances of termed a spammer and the resultant effect is m

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

Companies that provide selfless information through particip

ore fruitful.

I shared my idea’s, do mail me yours at pankajvjain at gmail dot com

Cheers

P Jain

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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