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Main Subject - Educating Readers
One of our Australian clients sent out a campaign using a list which had been complied manually.
The message contained information relevant for the specific job position that these recipients held. It had the sender's details, a functional (and automated) unsubscribe link, real "from" and "reply" addresses and manual unsubscri
The message contained information relevant for the specific job position that these recipients held. It had the sender's details, a functional (and automated) unsubscribe link, real "from" and "reply" addresses and manual unsubscri
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
bes were actioned and replied to immediately. It was personalised with name, Company and position.
Did they have express consent from the recipient? No.
Was it Spam? No
According to the Australian Spam Act 2003, our client was able to send these targeted recipients information relevant to their positions. This is what is ref
Did they have express consent from the recipient? No.
Was it Spam? No
According to the Australian Spam Act 2003, our client was able to send these targeted recipients information relevant to their positions. This is what is ref
; 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
rred as "Inferred Consent".
However, even though the campaign was entirely in accordance with the legislation, many of the recipients responded with "This is Spam" replies.
What went wrong? Nothing….other than readers expectations.
Australian, American and European readers expect a simplified solution to the current Spam pro
However, even though the campaign was entirely in accordance with the legislation, many of the recipients responded with "This is Spam" replies.
What went wrong? Nothing….other than readers expectations.
Australian, American and European readers expect a simplified solution to the current Spam pro
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
lem. Hence, when the relevant legislations came into being in each country, the readers immediately (and wrongly) thought that any communications sent to them other than what had been specifically requested must be Spam. Similar to the Australian Legislation (Spam ACT 2003), the USA (CAN Spam ACT) and the EU Anti-Spam Legislati
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
n, provide avenues for businesses to conduct legitimate marketing campaigns to corporates (as opposed to the general public). So, rather than asking the obvious question, such as: Is this the end of all direct marketing email campaigns? I believe we should be asking: How can we educate the public?
Readers need to be educated o
Readers need to be educated o
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
the difference between permission and non-permission email. It seems that the once starkly obvious line between permission-based emails and Spam is fading in our readers minds, causing endless problems for emailers - not only the obvious problems such as blacklisting, but other more insidious problems such as ROI and maintaini
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
g clean lists.
Most of the causes of the publics distrust are of course, rightly attributed to Spammers - real Spammers.
Consumers have been told repeatedly not to reply to, or unsubscribe from, Spam, for fear of confirming that their address is "real" and therefore being added to Spam lists. This thought, in turn has encompa
Most of the causes of the publics distrust are of course, rightly attributed to Spammers - real Spammers.
Consumers have been told repeatedly not to reply to, or unsubscribe from, Spam, for fear of confirming that their address is "real" and therefore being added to Spam lists. This thought, in turn has encompa
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
sed anything that hinted at a whiff of Spam, with no consideration for permission-based email.
These are the readers who press their "this is Spam" button at anything doubtful or unwanted without a second's hesitation. They are also the reason for the growing amount of unopened email rates, as they are finding it easier to sim
These are the readers who press their "this is Spam" button at anything doubtful or unwanted without a second's hesitation. They are also the reason for the growing amount of unopened email rates, as they are finding it easier to sim
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ly delete and report instead of unsubscribing to a newsletter they once signed up for. One such filtering program that is enabling the reader to do this is Mailwasher.
For the average email user, Mailwasher is an easy to use program to filter out Spam emails from legitimate emails. Unfortunately, it is also perfect for filteri
For the average email user, Mailwasher is an easy to use program to filter out Spam emails from legitimate emails. Unfortunately, it is also perfect for filteri
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
g your unwanted emails as well - emails that the reader once was interested in receiving, but now is not. With a click of the mouse, the once requested email is deleted on the server (i.e. it does not get recorded as being opened in your statistics), bounced (this is why your bounce rates are growing and your open rates are dec
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ining) AND reported to SpamCop - all with one click and 1 second of deliberation (or less). What's more, Mailwasher is free. I thoroughly recommend you download a copy and see for yourself how easy it is for your readers to blacklist you: www.mailwasher.net.
Some things you can do to minimise complaints:
1. Have a complaint s
Some things you can do to minimise complaints:
1. Have a complaint s
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
stem in place
This should be preferably manned by a person, not automated, so the complainant knows that you are taking them seriously. A reply ideally needs to be done in the same day as the complaint, and it needs to be positive rather than negative in tone. Be understanding, whilst clarifying that you have followed the legi
This should be preferably manned by a person, not automated, so the complainant knows that you are taking them seriously. A reply ideally needs to be done in the same day as the complaint, and it needs to be positive rather than negative in tone. Be understanding, whilst clarifying that you have followed the legi
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
lative requirements and assure them that they will receive no further email communications from your company. THEN IMMEDIATELY, unsubscribe them from your database.
2. Have as much personalisation within the email as possible.
True Spammers don't have actual lists of email addresses. They create lists using dictionary attacks
2. Have as much personalisation within the email as possible.
True Spammers don't have actual lists of email addresses. They create lists using dictionary attacks
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
Once they have emailed the list created using the above method, they pull the bounces, and then reuse the "good" addresses. Because of this, they are not able to personalise the emails at all, hence servers and personalise filters are set to stop any emails which do not include any personalisation. Therefore personalisation he
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
ps on 3 main levels:
• Helps to get through the filters and actually arrive in the recipient's mailbox.
• Helps the recipient to identify that is not Spam as it is addressed to themselves in various ways.
• The more personalising of the email the better - not only in name, company, position, member number etc but also in tai
• Helps to get through the filters and actually arrive in the recipient's mailbox.
• Helps the recipient to identify that is not Spam as it is addressed to themselves in various ways.
• The more personalising of the email the better - not only in name, company, position, member number etc but also in tai
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
oring content to suit the person therefore reducing the likelihood of the recipient growing tired of receiving your communications.
3. The readers must be educated.
This will only happen in time - and only from using a combination of good emailing etiquette will they be assured that it is safe to unsubscribe from a newsletter
3. The readers must be educated.
This will only happen in time - and only from using a combination of good emailing etiquette will they be assured that it is safe to unsubscribe from a newsletter
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
they no longer want rather than delete and report. Most people that call you a spammer do so because they don't know the legislation. We, as marketers need to be aware of the need of educating our readers.
4. Automate the unsubscribe method.
Why do readers delete/bounce/report when tired of receiving the email instead of unsu
4. Automate the unsubscribe method.
Why do readers delete/bounce/report when tired of receiving the email instead of unsu
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
scribing? Because it's easy. So, make it as easy as possible for your recipient to unsubscribe. It's a mistake to try and keep them on your list by means of a complicated unsubscribe method. You want a clean list -you only want people on your list who are potential buyers etc. By having a clean list you are better able to: deli
.
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
er accurate reports, market research -understand what your customers are wanting and reduce the risk of being reported as a spammer and being blacklisted.
5. Inform them how you received their information.
Be open with them. The more you hide, the more you will look like a spammer in their eyes.
Don't be discouraged. As with
5. Inform them how you received their information.
Be open with them. The more you hide, the more you will look like a spammer in their eyes.
Don't be discouraged. As with
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
all things, the more learned we (and our clients) become with regards to the Spam legislature, the easier it will be to conduct successful email marketing campaigns. The more marketers comply with the legislature, the more responsive our readers will be as well as learning to distinguish between Spam and genuine email marketing
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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