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What is the top advice savvy marketers can give you on RSS? We continue with “the best of” on RSS marketing from US marketing leaders.

1. WHY SHOULD MARKETERS AND PUBLISHERS START CONSIDERING USING RS

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

S ANYWAY? Answered by Bill Flitter, Pheedo

I'll give you 7 reasons:

1. Sender ID 2. CAN SPAM ACT 3. Blacklists 4. Known Sender 5. Email Filters 6. Bonded Sender Program 7. Cost of Sending Email

Thes

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

Examples of combination products may in

e seven items are a result of SPAM. The items represent an effort being put forth to stop SPAM but it is still a huge problem. I do believe RSS will be around no matter if SPAM was eradicated. RSS has

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

some distinct advantages over email marketing, which include:

1. 100% opt-in – no worries of legal threats by consumers.

2. One-click unsubscribe – RSS raises the bar. Marketers will need to think ab

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

out what their sending before they hit the enter button. I think this is a good thing. There is no free ride with RSS. Consumers are demanding control (do-not-call list, CAN SPAM Act, Privacy Bills etc

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

Combination pro

) and RSS delivers that control.

3. 100% deliver rate – If I publish a feed or advertise in a feed, it reaches the intended recipient. This is minus any technological hiccups. Point being I don't have

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

to worry about SPAM filters, Blacklists, Sender ID, etc. My biggest worry now is whether or not I am publishing relevant content when my customers want it.

2. WHAT DO YOU BELIEVE ARE THE BEST WAYS CO

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

PANIES CAN USE RSS TODAY? Answered by Bill Flitter, Pheedo

1. External Communication: Create an RSS feed on your site. If you publish a newsletter already, creating a feed from that information is eas

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

y. It takes little effort. I strongly encourage this practice if you are in the tech sector.

2. Internal Communication: Using RSS (with a blog) to collaborate on a project within the enterprise is mor

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

efficient then email. The blog archives the project while RSS keeps everyone informed.

3. Advertising: If the problem of SPAM doesn't get solved soon, marketers will turn to RSS as a means to reach n

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

ew customers. RSS has two distinct absolutes over email – one-click unsubscribe and 100% opt-in. Email cannot emphatically say that. RSS puts the control in the hands of the publisher and consumer. It

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

Following aspects would a

will become a more effective marketing channel because the market will demand that publishers be more conscience of the amount and relevance of the ads in feeds. Consumers will act as the filter. If th

dd to the challenges in developing combination products:

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

noise-to-value ration is out of whack, the consumer will simply vote with their mice.

3. HOW CAN RSS BE USED BY MARKETERS PROVIDING AFFILIATE PROGRAMS? Answered by Shawn Collins, Shawn Collins Consul

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

ting

My vision for the usefulness of RSS is to be a one-way form of communication – sharing updates, news, and tools with affiliates in an uncensored environment, since email has become too difficult

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

ith all of the Spam and other assorted hassles.

4. ONE OF THE QUESTIONS WE SHOULD START ASKING OURSELVES IS HOW TO FULLY INTEGRATE RSS IN TO OUR MARKETING AND COMMUNICATIONAL MIX. HOW DO YOU SEE RSS I

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

N RELATION TO OTHER COMMUNICATIONAL TOOLS AND APPROACHES? Answered by Jim Gray, Quikonnex

You've hit the nail on the head with this question. It is ALL about integrating new technologies into the mark

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

Professional from academic institutions, pharmaceutical industries, health care indust

ting mix.

RSS/Blogs/Email/Instant Messaging are all just tools to those businesses can use to communicate with their customer base. People on the Internet jump on new technologies abandoning older sys

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

tem ... this is wrong.

If you've noticed, you may have recently receive postcards and information packages from some well know online marketers such as Armand Morin and Corey Rudl. They look at tradit

.

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

onal 'snail mail' as a part of their marketing mix. RSS should be viewed the same.

Right now, blogs and RSS feeds are hot with the search engines, so a website owner should have one... period. However

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

Companies that provide selfless information through particip

, to use it exclusively would be a mistake. The perfect mix is to use an RSS feed for the one to many communications and to use email for one on one customer correspondence.

Copyright 2005 Rok Hrastni

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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