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This following question came from a Q&A survey I sent to more

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

than 3,000 real estate agents. The survey pertained to real estate postcard marketing. Fr

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

Examples of combination products may in

m hundreds of responses, I compiled a list of the most commonly asked questions. This is

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

ne of those questions.

Question:
What can I expect for rate of return?

A

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

nswer:
The rate of return (referred to as the "response rate") will largely depe

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

Combination pro

d on the value of your message and offer.

In postcard marketing, the strength of your of

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

er is directly proportionate to the strength of your response. A strong offer will help y

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

ou break through the sea of information your prospects face each day. You have to hit the

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

with something so remarkable that they stop what they're doing and say, "Wow! Hey honey,

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

come check this out..."

I always advise people to start with a remarkable message and of

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

er, and then move on to the postcard mailing. All too often, real estate agents put the c

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

Following aspects would a

art ahead of the horse by sending postcards before they have anything to say. This is bac

dd to the challenges in developing combination products:

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

wards, and it usually leads to disappointing response rates.

In direct mail marketing in

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

general, the average response rates is often said to be around 4% of total. That means a

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

mailing to 1,000 people would—on average—yield about 40 responses.

For real estate agent

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

, 40 qualified leads can produce a lot of business. But here's a key point to remember. A

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

Professional from academic institutions, pharmaceutical industries, health care indust

ove-average postcards will yield more responses than average, and the opposite is true fo

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

r below-average postcards. So before sending a single postcard, you should focus on build

.

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

ng a great offer, message, design, etc.

* Copyright 2007, Brandon Cornett. You may repub

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

Companies that provide selfless information through particip

ish this article online if you retain the author's byline and the active hyperlinks below

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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