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Digg It - Top Marketing Strategies: Direct Mail Frequency
The owner of a mid-size business in a regional market wrote in with this question about direct mail s
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
trategy for introducing a new product:
“If you had a choice of mailing to several communities one ti
“If you had a choice of mailing to several communities one ti
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
me (possibly twice) as opposed to mailing to a few communities two (maybe three or four) times, what
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
would you recommend?”
In all but a few situations, our answer to this type of question is going to b
In all but a few situations, our answer to this type of question is going to b
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
“go with frequency.” It’s essential that your mailer be there during the critical time frame in whic
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
h the customer is interested in your product. And you don’t know when that will be.
For instance, yo
For instance, yo
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
u may have the best deal on dishwashers in the state, but your offer will barely register as people s
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
ort their mail…until the month comes when they notice their old machine is starting to leak, or they’
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
e getting ready to sit down with their contractor and spec out the kitchen remodel. If you’ve been ma
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
iling on a steady basis, your offer will likely get their consideration. If you’ve mailed only once,
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
they’ve probably forgotten about it.
Of course while frequency is a key, it won’t do you any good to
Of course while frequency is a key, it won’t do you any good to
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
mail frequently to the wrong lists or to the wrong list segments. That’s where mail list testing com
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
s in.
You might consider doing an initial, broad mailing to several list segments and carefully trac
You might consider doing an initial, broad mailing to several list segments and carefully trac
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
king response to that initial mailing. (Make sure your employees know to ask customers who call or co
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
me in to your store how they heard about the new product.) If particular segments of the initial mail
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
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
ing perform better than others, and your mailing budget is limited, we’d recommend following up with
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
program of frequent mailings to those top-performing segments rather than only one additional mailin
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
g to the broader list.
Segmenting and testing lists is an art, and much of it is influenced by how w
Segmenting and testing lists is an art, and much of it is influenced by how 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
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
ell you — and your list broker — know the lists you are using. It’s important to have direct marketin
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
g consultants who pride themselves in helping clients tailor the right lists to find the right buyers
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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