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What is Direct Response marketing?

The central idea behind direct response marketing is to create an immediate benefit for your prospect coupled with a sense of urgenc

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

y and a ‘call to action’ (what you require the prospect to do - e.g. get ?5 discount if you respond in the next hour).

If your product is complex and the customer needs to be educated 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

bout it, you are best to suggest they should call a telephone number, visit a website or join a mailing list.

Although direct marketing is usually associated with mail, magazines and te

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

evision, it can be supported by virtually any medium: billboards, print advertisements, online ads, indoor and outdoor advertising, you name it…

In this article we will mainly focus on

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

direct response campaigns that generate qualified leads for your products. In future articles I will discuss how to develop customer databases and build customer relationships through di

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

Combination pro

ect marketing.

How does it work? Success in direct response campaigns is measured by ‘effectiveness.’

As long as there is a budget at hand, anyone can produce an ad an

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

d send it out there. For the direct marketer, this is just the first step.

The direct marketer will include very specific calls to action: e.g. call a specific telephone number. This nu

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

mber is often set up specifically for the marketing campaign, so that every single call can be ‘tracked’ as a response to the campaign.

How do I create a campaign with a high re

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

ponse rate? On average, a direct –mail letter gets a response rate of 6.7%. That means that for every 1000 letters you send out, you can expect 67 responses. A door drop has an

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

even lower hit rate: a measly 5% will get in touch with you. 40% of all direct mail is immediately put in the bin, and a telemarketing centre making outbound calls typically will achieve

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

a 5% response rate.

However, if you follow a couple of simple rules, you can beat these odds.

To be effective, you must clearly define your core objective.

A direct response campaign

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

Following aspects would a

has three elements:

- Creative - Fulfilment

- Media

You’ll get 10 seconds maximum to convince your prospect. So, keep it simple, because no-one will take the time to read a lot of den

dd to the challenges in developing combination products:

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

se text to find out how exactly they can benefit!

The creative is a striking message that identifies the product you want to sell, and highlights its unique benefit, e.g. ‘cheaper car i

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

surance for women’. If they don’t get what is so unique or how they could benefit from your product in the title, they will not read on. Keep the extra copy short, bullet pointed and rel

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

evant to the question: ‘what does the customer get out of this’. Make sure your advert is professionally designed. Research shows that advertising pieces with close ups of friendly faces

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

have a higher response rate.

The media you use: this could be television, radio, outdoor, indoor, online. You choose. Usually products have three media that will work well for them, and

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

Professional from academic institutions, pharmaceutical industries, health care indust

all others should be discarded. Make sure you know what works for you. I’ll write a separate article on this in the near future.

Fulfillment – this is often where direct response marke

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

ting campaigns go wrong when executed by a rookie. You’ve sent out 1 million mailers, and because you are a genial marketer, you receive a 50% response rate. 500,000 people are on the ph

.

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

ne, wanting your product. But you’ve only got 3 members of staff manning the phones, and no-one can get through to you. Plan how you will deal with the response to your campaign,

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

Companies that provide selfless information through particip

make sure all the logistics are set up to deal with a flood of responses! Alternatively, you can control the number of responses, e.g. by advertising region by region per month

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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