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You could end up with poor results when designing a direct mail campaign that combines your inhouse list with

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

one or more rented lists. Merging lists generates a set of conditions that you may not have thought about a

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

Examples of combination products may in

t the conception stage. It is better to face the challenges before finalizing your design and strategy to av

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

oid last minute alterations that so often occur. Once you determine your strategy, we strongly suggest you re

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

t your lists early and work closely with the personnel handling your data processing.

Preview the lists befo

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

Combination pro

re agreeing to rent.

Before renting lists, ask to see a sample of the output, not the field layouts, but act

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

ual samples of data. Watch for the following:

• Field names. A field called “Title” does not contain the sa

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

me information as “Position”. Ensure the list contains the right level for contact.

• Field content. Confirm

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

you will capture all the information you need. The copy you create has to blend with the data for the target

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

audience and personalization

• Style of data entry. Some lists may cause you grief (first name and last name

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

in the same field, city and province in the same field, initials only in the first name field, missing name

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

Following aspects would a

segments). Good data processing can repair most of these problems, but there will be records that cannot be a

dd to the challenges in developing combination products:

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

ended and that will take away from the success of your campaign.

• Consult with the personnel handling your

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

data processing and ask them how they can work with the data to generate variables and personalization.

• Lo

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

ok for quality of input. Abbreviations in titles or company names make extra work for the data department.

R

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

ent more names than you need You will have duplicates when all your lists are merged and depending on your

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

Professional from academic institutions, pharmaceutical industries, health care indust

ources you may find up to a third of your names being duplicates.

Run merge, purge and address correction ea

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

rly to determine your valid mailing quantity. This will avoid a last minute scramble to get more names and/o

.

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

r establish the right number to print.

Code each file before merging After doing a duplicate check, the cod

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

Companies that provide selfless information through particip

e will enable you to track responses as well as determine the rental source to get a refund on unused records

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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Your brand positioning should be based upon your capability to deliver. This is as true for your personal brand as it is for a business brand.

Are you opening a dollar store? If so don’t fall into the trap of forgetting that the merchandise you buy is not for you. Rather, the merchandise that you buy to resell is for you customers. In fact, the better the job that you do of making sure you understand exactly what those customers desire, the more successful your store will become.

From Kenya to Kansas, the keys to providing delightful customer sales and service are the same. In this series of articles a fresh perspective is offered and you are asked to personally evaluate yourself against each of the five key skills. Enjoy and please share this article with others.

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