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Increase your ROI using segmented mailing lists

There is no question that segm

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

enting your mailing list can increase ROI. You can use segmenting to hone in on the recipients w

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

Examples of combination products may in

o best match your campaign criteria. Or you can use segmenting the way major catalogs retailers

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

o: segmenting a list and sending out tailored versions of the offer to each segment.

Segmenting

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

a mailing list of existing customers is relatively easy because you have data about them in rela

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

Combination pro

ionship to your products or services. You know how much they usually spend, how often they make

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

urchases, and when their last purchase occurred.

You can also segment a brand-new list to signi

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

icantly increase its effectiveness. Here are some of the criteria commonly used to segment a new

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

business-to-consumer list for targeted mailings:

• Income level

• ZIP code (this

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

information can be correlated to lifestyle information for that area)

• Marital status

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

>

• Gender

• Children living in the home

Business-to-business lists can also be seg

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

Following aspects would a

ented by various criteria:

• Business size

• Total revenue

• Industry se

dd to the challenges in developing combination products:

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

ved

Deciding how to segment a list for your campaign is just the first step. The next is to cre

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

te and test targeted copy for your offer that leverages the information available about the pros

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

ects. Just as people pay attention when they are addressed by their names (personalization), peo

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

le take notice when an offer shows that the sender understands their interests.

Be sure to call

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

Professional from academic institutions, pharmaceutical industries, health care indust

out the customized nature of your offer prominently in headlines or email subject lines to list

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

egments. Instead of a generic headline such as “Announcing our new2007 cruises,” test headlines

.

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

uch as “2007 lineup includes three new family cruises” (households with children) and “Meet othe

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

Companies that provide selfless information through particip

Tri-State singles on summer weekend cruises” (singles, particular ZIP codes).

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 - Increase Your ROI Using Segmented Mailing Lists

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