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Buy a filing cabinet. A big one. That's my advice for aspiring direct mail copywriters, creative directors at direct mail agencies, and marketing managers who want to

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

improve their direct mail results as quickly as possible.

The quickest way to master the craft of direct mail copywriting and design is to learn from others. So you

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

Examples of combination products may in

'll need a cabinet with two drawers, minimum.

Across the label on the top drawer, write: SAMPLES.
Across the label on the bottom drawer, write: RESEARCH.

Now y

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

u're set.

From this day forward, keep every piece of direct mail you receive that's relevant to what you sell, how you sell or to whom you sell. Keep postcards, self

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

-mailers, letters, entire packages, dimensional mailers. Keep them all.

Now create some hanging files in the top drawer, and file the direct mail you receive, using a

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

Combination pro

ystem that makes sense to you. You could file by type of mailer (see above). You could file by industry (financial services, insurance, telecommunications). You could

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

file by component (envelopes, letters, reply devices, coupons, vouchers, premiums).

Now, whenever you're hunting for a creative way to tweak your envelope teaser, c

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

aft a compelling offer or get the most out of the limited real estate on a self-mailer, turn to your sample drawer and look for ideas.

Now boot up your web browser a

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

nd visit the websites of all the trade publications that deal with direct marketing, direct mail and your industry or niche. Subscribe to their print trade publicatio

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

s and their email newsletters. You'll find a list of these trade publications listed at www.sharpecopy.com/links.html

Now create some hanging files in your bottom draw

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

er and label them using a system that makes sense to you. Into these files place every article that deals with direct mail marketing, so use a system that's logical

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

Following aspects would a

and easy to remember. Save time by creating a new folder only when you have an article to put in it. My drawer looks like this:

Branding
Buckslips
Catalog

dd to the challenges in developing combination products:

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

Databases
Design
Dimensional mailers
Email marketing
Envelopes
Freemiums
Guarantees
Headlines
Insert media
Involvement de

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

vices
Lead generation
Lists
Mathematics of direct mail
Newsletters
Offers
Personalization
Postage
Postcards
Premiums
Print

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

ng
Privacy
Response devices
Results
Self-mailers
Strategy and planning
Testimonials
Testing
Variable data imaging
Vendors

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

Vouchers
Websites and landing pages
White papers

Buying a filing cabinet did more for my direct mail copywriting business than anything else. Those two drawe

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

Professional from academic institutions, pharmaceutical industries, health care indust

s forced me to think critically about every direct mail piece that landed through my mailbox and every article I read on the topic. That filing cabinet changed the wa

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

y I look at direct mail, changed the way I read trade publications.

That filing cabinet also helped me retain what I learned about direct mail, literally. And if you'r

.

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

47 years old and losing your hair, and if you spend your evenings running after a three-year-old and a five-year-old, and if you're the breadwinner in the home, an

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

Companies that provide selfless information through particip

d if your day planner is full, then you appreciate any tool that helps you remember what you learn (so you can use that knowledge to boost your direct mail results)

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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Starting a wholesale and closeout business might be your best route for becoming financially successful through your own business.

Most authorities agree that there is room for improvement in business ethics. One of the most problematic questions raised in relation to business ethics is whether or not businesses can become more ethical in the real world.

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