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You may know the basics of a good email marketing campaign. Get customer buy-in, write an effective subject line, make your point quickly, and so on. But have you ever

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

thought about how your email marketing messages perform on a small screen? If not, you should. Here’s why:

• The popularity of handheld devices, like PDAs and smart ph

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

Examples of combination products may in

nes, has exploded over the past few years. Busy people often check their email on the go, deciding at a glance which messages to keep and which ones to discard.
•

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

The preview pane, available in some email software, is often used to filter messages. If you don’t get a reader’s attention in that small pane, your message will likel

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

end up in the trash bin.

If you use email marketing, you must consider the effects of small screens when designing your messages.

How Small Screens Can Affect Email

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

Combination pro

arketing

Email marketing and email newsletters are usually planned for a standard desktop screen and not for the tiny screens of a handheld device. To ensure your emai

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

l marketing message succeeds on a small screen, you have to adapt your campaign.

1. Identification – Email marketing campaigns, whether aimed at the small scree

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

or not, must be clear about who the message is from and why it is being sent. Make sure it is your business name that appears in the From line and that your Subject li

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

ne is clear and succinct.

2. Images - The impact of images and ads will be lost on a handheld screen, which may not display the depth of color of a standard com

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

uter monitor. On a handheld or in a preview pane, graphics might be blocked, depending on the settings of the email software. Ensure that your email marketing service s

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

nds your message in both a text-only and HTML format, so that users get their message in the right format. If you must use graphics, keep them small. Lastly, do not dep

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

Following aspects would a

end on graphics to get your message across. An HTML message should convey its meaning even without images.

3. Download Times – Large graphics can lead to increa

dd to the challenges in developing combination products:

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

ed download times, a source of frustration for users. Download times are another reason to minimize graphics or skip them altogether.

4. Above the Fold – As wit

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

h general email marketing campaigns, those adapted to handheld devices should ensure that all important information appears at the very top. Your call to action or spec

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

al offer must appear “above the fold”, to use newspaper lingo, in order to entice users to open your email. To ensure the most important part of your message gets throu

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

h in a preview pane, place the critical information at the top and left of the message.

5. Concise Content – Regardless of where your email marketing messages a

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

Professional from academic institutions, pharmaceutical industries, health care indust

re being read, concise content is crucial. Do not waste people’s time with lots of extraneous information. Make your point quickly by being direct about what you are of

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

ering and how it will help the reader.

6. Testing – Always test your messages in a variety of environments. Ensure your copy is compelling, whether or not it is

.

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

accompanied by images. There are many handheld devices out there, making it difficult to test the message for those applications, but try to run a few tests whenever p

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

Companies that provide selfless information through particip

ssible. Some device manufacturers offer simulators for testing email. Check with the manufacturer or ask your email marketing service about testing for handheld devices

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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