Digg It - Business

Producing an outer envelope without a teaser is a technique that has proven to lift open rates and, in turn, response rates. Receiving a mail piece from a trusted company (especially from a fina

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

ncial partner like your bank or mortgage company) requires no additional messaging to get you to open it. The curiosity and worry that it is an important document is enough of an incentive to br

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

Examples of combination products may in

ak out the letter opener.

But sometimes I like to be teased! Frequently, companies assume too much when sending out direct mail. No matter what type of company you are, if you don't play your c

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

rds right, you run the risk of watching your direct mail program go down the toilet or worse, your brand damaged in the eyes of your most profitable customers.

A month ago I received a beautifu

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

l invitation to a special and worthy event. An event benefitting The Breast Cancer Research Foundation with a special sales event with all proceeds going towards the charity. It was sponsored by

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

Combination pro

COACH, the high-end retailer of leather handbags and other "Must-have" accessories and Allure, the fashion magazine.

The invitation gave no misconceptions—this was an exclusive event. It was pr

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

nted on double thick finely textured uncoated paper with the text letterpressed, giving a very personal and handmade feel. The invitation was well-written, simple and bold and was in a nice clut

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

terbusting square format. It had all the makings of a perfect invitation and not only would I have loved attending, I probably would have spent a lot of money for a worthy cause.

I say that I 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 have loved to attend because I didn't. I didn't attend because I didn't open the invitation until the day after the event. Sure I received the invitation a full month in advance of the event

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

so it was not a matter of blaming the postal service. The problem was in the outer envelope.

The envelope, although squared in format was plain with nothing on the mail panel except my lasered

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

ddress and a lasered First Class Indicia. The flap of the envelope carried a simple COACH logo. The problem with this mailer was it assumed that the format and the COACH logo would be enough to

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

Following aspects would a

get me to open this invitation. The problem with this mailer is I had no idea it was even an invitation.

I receive a lot of mail. I consider myself a student of direct mail so, in turn, I subsc

dd to the challenges in developing combination products:

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

ibe to everything I can get my hands on. Although a square envelope broke the stack of my business #10 envelopes, and the weight of the double thick paper felt intriguing, the lasered address to

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

d me this was a mass mailing and the logo on the back was invisible to me.

So what could COACH have done better? First, they could have put the logo in the traditional upper left corner of the

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

envelope. The COACH brand carries a cach?. Any type of correspondence from the retailer would get attention. I frequently design outer envelopes to carry the logo on the back flap but this is on

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

y if there is a compelling teaser or image on the mail side where the addition of the logo would be distracting to the message.

Secondly, a teaser would have been appropriate here. This was a o

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

Professional from academic institutions, pharmaceutical industries, health care indust

e-night event. There was a needed sense of urgency for this time-sensitive offer. The teaser could have approached it three different ways:

1. Play up the Brand:
"A Special Event from

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

COACH"

2. Play up the Cause:
"A Special Event for the Breast Cancer Research Foundation"

3. Play up the Exclusivity:
"An Exclusive Invitation from COACH"

Any of these ap

.

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

roaches would have caught my attention the day I received it, and would have persuaded me to open it. This had all the makings for a perfect event invitation: exclusivity, respected retailer, go

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

Companies that provide selfless information through particip

d cause, and a special offer. COACH clearly spent quite a bit of money per piece with these invitations. It's a shame they may have sacrificed response on something as simple as a teaser message

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.diggit.org.ua/article/30544/diggit-Sometimes-I-like-To-Be-Teased.html">Sometimes I like To Be Teased</a>

BB link (for phorums):
[url=http://www.diggit.org.ua/article/30544/diggit-Sometimes-I-like-To-Be-Teased.html]Sometimes I like To Be Teased[/url]

Work as a private investigator is not easy. This is because the methods used each time are different. When approached by a client, majority of the employees will conduct surveillance and other forms of information gathering that will be used to solve the case.

How often have we made the mistake of just considering our last footsteps? We look back to what we know, rather than seek the unknown, the unfamiliar. We trust what we think is the correct path without looking into what could be our salvation: The Future.

Corporate gift giving should be strategically designed to benefit the company, convey appreciation, and solidify relationships. Giving business gifts can positively impact your bottom line.

Tags

Links

Digg It - Sometimes I like To Be Teased

Related Articles: