Advice You - Internet and Businesses Online

Email marketing can actually be considered a science, with predictable results fol

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

lowing standardized actions. With a large enough sample, if you mail one type of

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

Examples of combination products may in

offer, you will get a predictable response that will vary from the predictable res

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

ponse to another offer.

Email marketing, like any form of direct response marketi

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

ng, is driven by the rule of List, Offer, and Presentation (LOP). Essentially wh

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

Combination pro

at this rule governs is the success factors in email marketing communications -- w

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

here "success" is a measure of how much response there is to your email advertisem

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

ent or promotion. The LOP rule suggests that selecting the right "list" (i.e. your

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

audience) contributes 50% of the success of any given email marketing campaign, a

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

nd 40% comes from having the right "offer". The remaining 10% comes from the "pres

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

ntation" or the creative component of the email that carries your offer to the ema

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

Following aspects would a

il list.

If the rule holds true, what this suggests is that money spent on impres

dd to the challenges in developing combination products:

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

sive graphics and clever copywriting contributes only 10% to the success of your e

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

mail marketing!

So let's focus on the 90%. The rule suggests that 50% is attribut

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

ed to the "List". For an email campaign, it's the email address list that you use.

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

The promotional quality of the list is what's important. In the case of lists, qu

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

Professional from academic institutions, pharmaceutical industries, health care indust

ality is determined by the relevance of the members of the list to the promotion b

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

eing made. Are they in the target marketplace? Are they decision makers? Is there

.

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

evidence that they respond to this type of promotion? And lastly, how dated is the

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

Companies that provide selfless information through particip

evidence? These are all questions important in selecting a list (or building one!

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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