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To prevent the risks of a promotion campaign for our products or services, I'm talking about email campaigns, it is recommended to study some of the most common mistakes that can be mad

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

e in this situation:

1. The desire of immediate success

Launching a promotion campaign through email can be compared the situation in which we want to reach the top of a hill with our

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

Examples of combination products may in

car, starting from the base. It is obvious that we won’t succeed on the first try and it requires a little more time until we reach the proper speed. In some cases we get to wonder if

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

ur car is capable of such a task. It takes patience!

On the other hand, experts say that the only variable that influences the success of any marketing campaign is “the force of the me

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

ssage”. That’s why a campaign needs to be focused, faithful to the promoted message and you need to arm yourself with A LOT of patience.

2. Trying to reach a bigger audience then your

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

Combination pro

budget allows.

Which would be the right option? To have your message reach the whole target group and to influence only 10% or to have your message reach only 10% of the targeted grou

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

p but to influence all the members?

To understand better how marketing efforts can get more efficient take a look at this analogy: your message is the “nail”, repeating action is the “

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

ammer” and the client is a “chuck of wood”. If the “nail” is sharp and the hammer is used efficiently you can pierce through the chuck of wood and catch the client.

Oh well maybe it wa

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

sn’t the right analogy but I’m sure you got the message?

Let’s move on...

3. The assumption that the business owner is always right or “knows best”. There are situations in life ( lik

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

family environment, profession, hobbies), when are are all emotional implicated and we risk to lose objectivity. The excess of information related to our company, the services and prod

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

ucts we offer, makes us answer questions that are never asked.

"When you are closed in a bottle it’s hard to read your own label". In this case, the opinion of a “outsider” can help..

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

Following aspects would a

big time!

4. Unfonded complaints

A lot of service providers are complaining that they don’t identify correctly the request of their clients and they end up by losing them. In this sit

dd to the challenges in developing combination products:

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

ation, it’s best to be specific in your presentation, offers, in the way you conduct your business because it’s better to be specific then to generalize.

5. Sending single emails inste

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

ad of email campaigns

Just like Rome wasn’t built in a single day, or like friendship doesn’t mean just one date, a single advertising ad doesn’t provide the impact of an entire advert

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

sing campaign. While developing a advertising campaign there needs to be a connection, a link, a logic fluidity. All emails you send can be compared to pieces of a puzzle game that repr

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

esents your company’s image.

6. Obedience to the unwritten rules.

You certainly want to be unique, different from the others. If you act like it, you certainly will be noticed.

7. Ig

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

Professional from academic institutions, pharmaceutical industries, health care indust

oring the adequate moment for sending emails.

8. Selecting the target audience.

The fact that the advertising message needs to reach the decision factors ( people that make decisions

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

) of a company doesn’t mean that your campaign is successful. The truth is that, the big majority of the decisions are presented to the people within the company: coworkers, employees,

.

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

nd so on. They make the decisions together.

9. Ignoring the words with impact.

Words like: agile, smart, cute, creative, are just surrogates for words like: informative, credible, mem

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

Companies that provide selfless information through particip

orable and persuasive. The name of the e-commerce game is “persuasiveness”, influencing potential buyers to really buy your merchandise. This is what really brings you money and success

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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