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Where can you get major bang for your marketing investment? How do you know how effective your marketing investment is? When you take the time to plan out

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

your marketing campaign using promotional items, you track the effect that your marketing has on your bottom line. Whether you spend a lot or a little on y

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

Examples of combination products may in

our promotional items, you want to be sure that it’s money well-spent. The most effective way to measure the impact of a campaign using promotional items i

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

s to measure your sales before and after the promotional items are made available.

One company did more than that. In 1996, a marketing company decided to

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

test the effectiveness of various types of marketing advertising campaigns. They divided a targeted mailing list into fourths, sent out one of four direct

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

Combination pro

mail adverts to each group, then tracked the response received from each group.

Group 1 received only a trade advert in an envelope in the mail. The respo

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

nse rate for that mailing was a paltry .7% - less than one person in 100 responded to the advert alone.

Group 2 received a personalized letter along with

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

the trade advert. That tripled the response to the mailing for a 2.3% response rate.

Group 3 received a promotional item – a packaged stress ball imprinte

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

d with the company’s name on it. The information included with the gift was similar to that sent in the personalized letter. The response rate rose to 4.2%

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

- four out of every hundred people responded positively to the package.

Group 4 received an eye-catching package that contained a promotional incentive f

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

r a calculator. In order to receive their free promotional item, the recipient had to respond to the advert by a specified time. The response rate was an a

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

Following aspects would a

stonishing 9.55% - one person in every ten who were sent the promotional mail responded to it.

Interestingly, the response rate to the promotional incenti

dd to the challenges in developing combination products:

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

ve gifts was better than double that to the response rate of those who actually received a promotional gift. The cost of the last campaign was just a fract

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

ion of that directed at Group 3, so the difference in ROI is even higher than it appears.

What’s to be learned from the marketing research study? The simp

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

lest lesson of all – a well-planned promotional campaign that requires a customer response in order to receive a promotional gift is one of the most effect

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

ve ways of promoting your business.

It’s also important to choose promotional items that make sense for your business. The Gevalia coffee company, for ins

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

Professional from academic institutions, pharmaceutical industries, health care indust

tance, offers promotions that make use of coffee makers, travel mugs and other equipment that’s used with coffee. Their promotional items target their proj

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

ected customers and spark interest in their product.

If you’re looking to design a promotional marketing campaign for your business, it helps to work with

.

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

professionals in promotional marketing design. There are many professionals organisations who have decades in the business of promotional items sales and

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

Companies that provide selfless information through particip

marketing. You’ll find advice and a wide range of product options to choose from when it’s time to promote your business and launch your marketing campaign

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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