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Digg It - Sometimes Direct Marketing Should Be Anything But Direct
Could it be that sometimes direct marketing should be anything but direct?
Direct marketing specialists are very quick to point
Direct marketing specialists are very quick to point
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
out that one envelope color always 'pulls' better than another. That sans serif type the delivers the direct message is 22% stron
; 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
er than serif. That multi-step marketing of three steps yields more back-end potential than a process involving four steps.
And
And
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
they ALL have documentation to prove these findings. Like lawyers citing cases, DM gurus cite campaigns.
But sometimes direct ma
But sometimes direct ma
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
keting should be anything but direct because sometimes rules need to be broken in order for a whole new set of rules to become es
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ablished.
At my last job, I was brought in to work on a direct mail campaign for a gorgeous new hotel opening on the east coast
At my last job, I was brought in to work on a direct mail campaign for a gorgeous new hotel opening on the east coast
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
of Florida. Very shee shee> Wildly pricy.
The assignment was decidedly simple...announce the new hotel.
Now, remember, I was ne
The assignment was decidedly simple...announce the new hotel.
Now, remember, I was ne
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
to this new agency, so I was prepared to fall in line. I sat ready to make very few waves. So when the edict came down that it w
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
uld be a standard letter in a standard windowed envelope, I was ready to deliver.
But I was also ready to do more because the ho
But I was also ready to do more because the ho
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
tel itself 'felt' as if it deserved better. A hotel such as this one 'felt' as if it needed to be caressed more to the new people
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
who would stay within its luxurious walls. And sleep on its intoxicating beds looking out over the Atlantic Ocean.
I wanted peop
I wanted peop
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
e to experience the mahogany through my sales pitch...and I wasn't convinced that standard letters in standard windowed enveloped
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
was the way to do it.
So I did what I always suggest to others...I covered the assignment and then I did what I thought was bes
So I did what I always suggest to others...I covered the assignment and then I did what I thought was bes
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
. (Covering the assignment is just another way of saying I followed directions perfectly.) I presented ideas with the envelope an
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
the standard letter and the serif type...but then I went a step further.
I presented something that 'felt' worthy of the hotel.
I presented something that 'felt' worthy of the hotel.
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
It was a multifold full bleed brochure that absolutely reeked of grandeur...because that was exactly what the hotel 'felt' like.
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
Instead of being incredibly direct (with copy listings) I went less than direct (with the photos) and let people read into it.
H
H
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
rdly genius on my part. But it worked.
The result of zigging instead of just zagging? I sold the piece and it has been a valued
The result of zigging instead of just zagging? I sold the piece and it has been a valued
.
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
'book piece' of mine ever since. So in hind sight, YES. Sometimes direct marketing should be anything but direct.
The potential
The potential
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
for learning because of this?
Continue to do EXACTLY what is required. Then ALWAYS do what your heart tells you is right.
Enjoy
Continue to do EXACTLY what is required. Then ALWAYS do what your heart tells you is right.
Enjoy
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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