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MarketingSherpa released the free summary of their annual E-mail Benchmarking Survey in a way

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

that could teach Jenna Jameson a few tricks. Anne Holland and Tad Clarke have become masters o

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

Examples of combination products may in

the tease and the slow reveal.

And yet beyond the sales tactics are some fairly interesting

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

and not-so-surprising conclusions.

1. E-mail ain’t so bad. Two thirds of B2B marketers and th

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

ee-quarters of B2C marketers see it as increasing in impact in spite of the hype generated by

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

Combination pro

the flavors of the week -- social networks, mobile communications and marketing by widgets.

2

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

Conversion is all about the design of your forms. How it looks and how easy it is to use can

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

improve opt=-ins by 25-40%. Getting the design right means more customer engagement, more data

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

capture and more sales.

3. E-mail is just like postal mail. It is a test-and-learn tool. You

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

can’t just blast it out and hope for the best. And if you are testing, landing page copy, offe

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

s and subject lines give you the biggest return,

4. Designers need help. Eye tracking tests s

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

Following aspects would a

how that recipients click all over the place, often in places designers did not plan for usual

dd to the challenges in developing combination products:

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

y images and branding elements. You have to try to psych out your audiences without embedding

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

so many links that you get filtered out as SPAM.

5. E-mail filters zap 40% of opted-in mail t

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

at people actually want. SPAM filters are a moving bogey. They are generally triggered by word

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

s (e.g. free, boobs) the size or number of HTML images, the number of hotlinks, the presence o

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

Professional from academic institutions, pharmaceutical industries, health care indust

an attachment, specific IP addresses and other more subjective criteria. Its still a cat-and-

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

mouse game to delivered e-mail that customers request.

6. As if you needed something new to w

.

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

rry about; you have to start thinking about mobile e-mail. On the B2B side Blackberries are ub

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

Companies that provide selfless information through particip

iquitous and the same penetration and impact will be felt on the consumer side before too long

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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Digg It - Email Benchmark 2007

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