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When I served in the British Special Forces, I learned a lesson from a sniper that applies directly to your success at direct mail mar

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

keting.

I had a buddy in my Reconnaissance Troop who could kill a man at 800 metres with one bullet, even if the man was walking. Sco

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

Examples of combination products may in

tie was a sniper. His motto was the motto of all snipers, “One round, one kill.”

The job of a sniper in wartime is to kill specific p

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

ople at specific places at specific times. Snipers don’t engage all the enemy on all fronts. Instead, they are given orders to kill

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

high-value targets.” And they are expected to kill those people with one shot from a concealed position. They shouldn’t expect a secon

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

Combination pro

chance. Which means each bullet (each “round”) has someone’s name on it, so to speak.

I remember Scottie whenever I am talking with

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

a client or prospective client who wants to use direct mail to reach the masses. Someone who wants to use direct mail as a shotgun 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

that everyone in its path receives the sales pitch.

But direct mail marketing isn’t mass marketing. It’s a sniper rifle. With a snip

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

r scope mounted on top. Direct mail marketing is all about putting one individual in your crosshairs and firing one message at that

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

erson. Newspaper advertising targets the masses. Direct mail marketing targets one individual.

Direct mail is too accurate a weapon t

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

be used simply for raising awareness. And it’s too expensive to use to reach the masses, since most individuals in the masses will

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

Following aspects would a

never buy from you.

So your first job as a direct mail marketer is to segment your market. Narrow your focus to those individuals who

dd to the challenges in developing combination products:

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

want and can afford what you are selling. They will usually fall into different groups.

One group might be chief operating officers a

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

non-profit teaching hospitals in cities of 400,000 people or greater, at hospitals with more than 700 beds.

Another group might be

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

chief financial officers at rural hospitals that have 200 beds or fewer, and that are operated as corporations.

Your next job is to n

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

rrow your offer. Your offer for the chief operating officer at the large, non-profit, urban hospital should be different from your off

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

Professional from academic institutions, pharmaceutical industries, health care indust

er for the chief financial officer at the small, for-profit, rural hospital. Their needs are different. So your messages and offers

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

ust be different. Each market segment gets a different bullet.

Using direct mail as a sniper rifle instead of a shotgun means you wil

.

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

mail fewer packages to fewer people. Which means your cost to reach each individual will be higher. But it also means your response r

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

Companies that provide selfless information through particip

tes will be higher. And your cost per sale, and your cost per qualified lead, will be lower. That’s the beauty of one shot, one sale

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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Dealing with disgruntled customers can be rewarding if the right approach is used. Use this formula and you'll emerge the winner every time.

We're not just talking about difficult members of your team; we're talking about all of them and how important it is to understand them as individuals. It's important because it's important to them.

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