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Postcards are cheap to print and mail but they have one major weakness as far as direct response lead generation is

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

concerned. They don’t have a physical response mechanism.

Traditional letter packages contain a business reply ca

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

Examples of combination products may in

d and maybe even a business reply envelope. But a postcard, unless it’s a double postcard, contains nothing that yo

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

r prospect can mail back to you. Here are eight ways to generate that response anyway, ranked in order of likely ef

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

ectiveness.

1. Toll-free number to a live operator.
Tell your prospect to pick up the phone and call you on y

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

Combination pro

our nickel. Have operators standing by to take orders and answer questions.

2. Website landing page.
Direct y

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

ur prospects to a special page on your website that deals with the topic of your postcard. Invite the prospect to 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

mplete a form so you can follow up.

3. Bring postcard to store.
Invite prospects to bring the postcard with t

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

em when they visit your retail store, to qualify for a discount, for example.

4. Toll-free number to a recording.<

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

br> If you want to screen prospects and qualify them before talking to them, ask them to phone a number that conne

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

ts them directly to a pre-recorded message (or messages) describing your product or service or promotion.

5. Autor

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

Following aspects would a

sponder.
Invite your prospects to send a blank email to an email address that triggers an autoresponder (a ser

dd to the challenges in developing combination products:

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

es of automatic email messages that give prospects more information).

6. Mail back the postcard.
An innovati

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

ve way to generate a response (although it means more work for the prospect) is to invite prospects to mail the pos

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

card back to your office in an envelope that the prospect supplies (to receive a free sample, a premium or more inf

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

rmation). My thanks to Bob Bly and his excellent book, The Lead Generation Handbook, for this idea.

7. Fax number.

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

Professional from academic institutions, pharmaceutical industries, health care indust

Give prospects a fax number (toll-free if you like) that they should use to request more information. Avoid a

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

sking them to fax you back the postcard, since postcards do not travel well through most fax machines.

8. 900 numb

.

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.
If you want to weed out time-wasters and attract high-quality prospects, offer them a 900-number to call f

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

Companies that provide selfless information through particip

r more information. Prospects who are willing to pay to learn more about your offering are likely ready to buy soon

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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You know those big Human Resources Policies & Procedures manuals that all big corporations have? The ones govern your code of conduct during your workday? Those rules were made to be broken. That is, if you decide to work for yourself and become an entrepreneur. Otherwise, you'd get fired for breaking the HR rules.

If you are like many high-performing business people, you have an annual ritual to set your plans for the coming twelve months. Some people do it in December, others at weird, miscellaneous times of the year, but most -- me included -- tend to do it the beginning part of the New Year.

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