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Advice You - The Five Deadly Fears of E-Newsletter Publishing
1. Fear Of Having Nothing To Say
As a small business owner, you know a lot more than you may realize. And although running out of material is the number one reason cited by small business owners for not launching an E-Newsletter in the first place, I have never come across anyone who knew enough about a particular industry or topic to start a business in it, who didn't also have a nea
As a small business owner, you know a lot more than you may realize. And although running out of material is the number one reason cited by small business owners for not launching an E-Newsletter in the first place, I have never come across anyone who knew enough about a particular industry or topic to start a business in it, who didn't also have a nea
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
rly endless supply of
content to choose from.
Remember, your clients and others who have an interest in your area of specialty, don't work in it every day the way you do. The things that are second nature to you, whether it's how to purchase life insurance if you're a broker; how to write a press release if you're a marketing consultant; or how to troubleshoot a light switch if you'r
Remember, your clients and others who have an interest in your area of specialty, don't work in it every day the way you do. The things that are second nature to you, whether it's how to purchase life insurance if you're a broker; how to write a press release if you're a marketing consultant; or how to troubleshoot a light switch if you'r
; 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
an electrician; are all news to those
of us on the outside of your industry.
The people who are going to read your newsletter have questions. You on the other hand, have answers, opinions, experience, and perspective. When it comes to your industry, you understand what matters and what doesn't, and how all the pieces fit together. These brief, useful nuggets are the things you write
The people who are going to read your newsletter have questions. You on the other hand, have answers, opinions, experience, and perspective. When it comes to your industry, you understand what matters and what doesn't, and how all the pieces fit together. These brief, useful nuggets are the things you write
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
bout.
2. Fear Of Technology
An E-Newsletter has a lot of moving parts. There are mailing lists to manage; links to set up; images to lay out; responses to track; and dozens of other small pieces to coordinate and fine tune, all in the course of writing and publishing a newsletter month after month. Managing this process efficiently requires a fair amount of technology churning away i
2. Fear Of Technology
An E-Newsletter has a lot of moving parts. There are mailing lists to manage; links to set up; images to lay out; responses to track; and dozens of other small pieces to coordinate and fine tune, all in the course of writing and publishing a newsletter month after month. Managing this process efficiently requires a fair amount of technology churning away i
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
the
background. That's the bad news.
The good news is that email marketing has finally evolved to the point where there are dozens of vendors out there who, for a very small fee, will take care of most of this for you (go to Google and search on “email marketing vendors” for a look at what's out there). So while it's true that you will have to go down a learning curve before you can
The good news is that email marketing has finally evolved to the point where there are dozens of vendors out there who, for a very small fee, will take care of most of this for you (go to Google and search on “email marketing vendors” for a look at what's out there). So while it's true that you will have to go down a learning curve before you can
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
switch your newsletter
publishing into autopilot, you no longer need technical skill to
get there.
Managing the logistics of a monthly newsletter can be tedious at times, no question. But if you've ever successfully assembled a gas grill, you're more than technically qualified to publish an E-Newsletter.
3. Fear Of Publishing On A Regular Basis
Although you may be sold on the value
Managing the logistics of a monthly newsletter can be tedious at times, no question. But if you've ever successfully assembled a gas grill, you're more than technically qualified to publish an E-Newsletter.
3. Fear Of Publishing On A Regular Basis
Although you may be sold on the value
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
f a regularly published
E-Newsletter, you may still be worried that once let out of its
cage, this beast won't ever leave you alone. The truth is,
you're right to be concerned. If I had to point to one factor
that plays the most significant role in the failure of company
E-Newsletters, it's that the people behind them stop publishing.
Like starting an exercise program, we all go great
Like starting an exercise program, we all go great
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
guns out of
the gate: telling everybody we know, celebrating every issue.
But (also like exercise), by month four or five the thrill is
gone, and many people start to wonder how to quietly put the
thing out of its misery.
I'm happy to say that I've discovered two solutions to this potential problem.
First, publish monthly. Although it may seem that dropping back to a less frequent
I'm happy to say that I've discovered two solutions to this potential problem.
First, publish monthly. Although it may seem that dropping back to a less frequent
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
chedule will reduce the burden, in practice
the opposite is true. The less often you publish, the bigger a
deal it is, and the more it seems to hang over your head. A
monthly schedule however, means that the next issue is never
more than 30 days away, and you will find yourself less
concerned with achieving perfection each time.
Second, create a publishing schedule and stick to it. Fi
Second, create a publishing schedule and stick to it. Fi
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
st
Tuesday of the month, third Friday, whatever. The important
thing is that you bake it into your monthly work schedule. An
E-Newsletter will never be today's top priority, and unless you
explicitly determine when it will come out, you're more likely
than not to keep pushing it to the back burner.
4. Fear Of Writing
I hear it every day from the small business owners I work with: "I
4. Fear Of Writing
I hear it every day from the small business owners I work with: "I
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
can't put out an E-Newsletter, I'm a lousy writer." Well,
you'll be happy to learn that writing an E-Newsletter - like
email in general - is a lot more like talking than writing.
People don't expect to read prose on screen, and they don't want something that reads like an article from a local business journal. They want a piece of you and your expertise. As a result, the most effectiv
People don't expect to read prose on screen, and they don't want something that reads like an article from a local business journal. They want a piece of you and your expertise. As a result, the most effectiv
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
E-Newsletters are those that sound as
if the company leader is just talking; filled with all the
slang, run on sentences and joking around that comes out in
person.
After all, E-Newsletters are simply glorified emails, and email is fundamentally a two-way conversation. The more you can write in an authentic, friendly, spoken manner, the more it will feel to readers like somebody (i.
After all, E-Newsletters are simply glorified emails, and email is fundamentally a two-way conversation. The more you can write in an authentic, friendly, spoken manner, the more it will feel to readers like somebody (i.
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
. you) is really on the other end.
So don't worry about something that your high school English
teacher would be proud of. Focus on turning out something that
breaks down the walls between your company and your customers.
Something real.
5. Fear That SPAM Makes It All A Waste Of Time
There's no doubt about it, SPAM has decreased the effectiveness of E-Newsletters over the last 12 mon
5. Fear That SPAM Makes It All A Waste Of Time
There's no doubt about it, SPAM has decreased the effectiveness of E-Newsletters over the last 12 mon
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
hs, and we are all much
more aggressive with the delete key than ever before.
But, let's put that into some perspective. A good E-Newsletter sent to your house list will still be opened by over 50% of the people it's sent to. That's 5?, 10?, 50? times better (you pick) than the percentage of people who read your newspaper ads; respond to your direct mail; or accept your unsolicited ph
But, let's put that into some perspective. A good E-Newsletter sent to your house list will still be opened by over 50% of the people it's sent to. That's 5?, 10?, 50? times better (you pick) than the percentage of people who read your newspaper ads; respond to your direct mail; or accept your unsolicited ph
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
one
calls. The fact is, for the small business owner, an
E-Newsletter represents the first time in history that she's
ever been able to cost effectively communicate with her entire
customer and prospect base over and over and over again. Not
only that, but thanks to the inherently democratic nature of
email (i.e. the big boys don't get any more space in the email
inbox than the rest
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
f us), an E-Newsletter gives us the
opportunity to not just compete with, but outperform our much
larger competitors for the attention of readers.
Yes, SPAM has taken some of the shine off of this diamond. But make no mistake, it's still a diamond.
A Final Comment
You may be waiting to launch your E-Newsletter until everything is "just right." Until your mailing list is large enough;
Yes, SPAM has taken some of the shine off of this diamond. But make no mistake, it's still a diamond.
A Final Comment
You may be waiting to launch your E-Newsletter until everything is "just right." Until your mailing list is large enough;
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
until
you've stockpiled enough columns so you'll never run out; until
you've hired that new marketing person; etc., etc.
I've got news for you. No matter how much you plan and prepare, things are going to go wrong even then. I've been midwife at the birth of dozens of E-Newsletters, and every time we launch one (every time), something goes wrong. It's never the same something, but it
I've got news for you. No matter how much you plan and prepare, things are going to go wrong even then. I've been midwife at the birth of dozens of E-Newsletters, and every time we launch one (every time), something goes wrong. It's never the same something, but it
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
s always there. So don't worry about it, just
get in the game.
Three reasons: First, because the cost of error online is exceedingly low. If you make a mistake -- or simply change your mind! -- you can fix it. Nothing about your newsletter need be permanent, from the name to the look to the content. Every issue is an opportunity to start fresh.
Second, because time is your enemy. Rel
Three reasons: First, because the cost of error online is exceedingly low. If you make a mistake -- or simply change your mind! -- you can fix it. Nothing about your newsletter need be permanent, from the name to the look to the content. Every issue is an opportunity to start fresh.
Second, because time is your enemy. Rel
.
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
tionship marketing (of
which, your E-Newsletter is a tactic) is a long term approach.
The sooner you get started reaching out to your circle of
contacts, the sooner you'll see the results. With an
E-Newsletter in particular, you lose much more by waiting than
you gain by perfecting.
Third, because experience is your friend. You can do all the research in the world, but until you've g
Third, because experience is your friend. You can do all the research in the world, but until you've g
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
t a living, breathing
newsletter of your own, it's just a theoretical exercise.
There's only so much insight to be gained intellectually; the
real "A-ha's" occur when you get behind the wheel and drive it
yourself.
Bottom Line: These five fears are common among burgeoning E-Newsletter publishers, but on closer examination, not all that daunting. Go ahead, get started with yours today
Bottom Line: These five fears are common among burgeoning E-Newsletter publishers, but on closer examination, not all that daunting. Go ahead, get started with yours today
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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