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Are you planning to launch a direct mail marketing campaign to promote your professional practice or small to mid size business? If so, here is a 7-step pro

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

cess that can help you to protect your marketing investment. This process is based on strategic marketing principles that can set your direct mail campaign

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

Examples of combination products may in

up for success.

Define your objectives:

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

success because of the number of new inquiries, the resulting sales revenue or improved loyalty? Ensure that you are able to measure results so that you can

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

use them to plan future marketing strategies.

Project your return on investment:

Projecting the return on your investment will inform you

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

Combination pro

s to how profitable your direct mail marketing plan is expected to be. Calculations should account for:

The number of pieces to be mailed.

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

The cost for design, development, printing and postage.

The projected buy rate and average profit per sale.

Identify your t

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

rget market: The success of your direct mail program is highly dependent on how targeted your mailing list is. Define your target market and build

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

a database of prospective clients, or patients, that suit this criterion.

Select a vehicle:

Email and snail mail are both appropriate vehic

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

es for a direct mail marketing campaign. Pros and cons to consider as you select your mailing vehicle are:

How open your target industry is to

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

receiving marketing material.

How available an email list or mailing list is.

Requesting permission to distribute promotional email.

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

Following aspects would a

Addressing email spam control mechanisms.

The cost savings an email campaign delivers on printing.

Determine the conte

dd to the challenges in developing combination products:

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

ts of your direct mail package: Customize contents to ensure that they are relevant to, and focused on, your prospective client or patient. Conside

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

r including:

A personalized letter that communicates the purpose of the mailer as well as knowledge about the recipient’s unique needs.

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

>Targeted marketing material, such as a firm brochure, that efficiently delivers impact.

Develop the contents of your direct mail packa

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

ge: A well-designed firm brochure will, in just a few seconds, deliver:

Clear and concise key messages.
An attention grabbi

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

Professional from academic institutions, pharmaceutical industries, health care indust

g and emotional connection with the reader.

A compelling offer that solves a problem for the prospective client or patient.

A powerf

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

ul call to action.

Develop a follow up strategy:

The success of a firm brochure direct mail marketing campaign can be maxim

.

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

zed with follow up calls and repeat mailings.

By following this simple yet disciplined approach to planning for your direct mail marketing campaign

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

Companies that provide selfless information through particip

you will be able to maximize the return on your investment while also establishing a process for the continuous improvement of your future marketing efforts

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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