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Direct Marketing is no different that marketing or marketing online with a couple of exceptions. Your marketing pieces get into

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

the hands of the buyer and they need to be well incentivized to not hit the trash can in a hurry.

American Express, f

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

Examples of combination products may in

r example, has had several new a innovative consumer direct marketing campaigns on the go. I was the lucky recipient of the Ori

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

ami campaign. This campaign had a folding card with ways to fold up unused checks. It even included Origami paper to practice t

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

e folding. Needless to say, it caught my attention but did the message really get across? Well, the result for me was to keep t

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

Combination pro

e Origami paper and instructions and toss the other direct mail components. Great keeper and the package only had the American

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

xpress logo on it (no call to action to get more or visit their site). Was this an oversight on their part? Or are they simply

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

fter brand recognition. American Express has a new campaign every month, they consistently put their product in front of potent

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

al customers. They methodically do things one piece at a time.

Another example is from a speaker and consultant, Eve A

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

bott. She has a new book "A Brain New Way to Work"and uses her one page sheet for booking her talents as a tip sheet for best w

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

ys to organize your office. People keep the tip sheet and she also has her contact information and website all over both sides

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

Following aspects would a

f the page. This piece gets mailed with every book she sells, and is given to every participant in her audiences. Does she get

dd to the challenges in developing combination products:

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

raction for her direct mail piece? Yes is the right answer. The process for Eve is to work on handing out her tips sheets every

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

day and puts it in her calendar as a daily task.

Here are some things you can do to get the edge on the competition:

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

Plan three direct marketing campaigns you want to test.

Take one plan at a time and put it into ef

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

ect by testing different segments, markets each day for a period of two weeks. (This will give you a total of 6 weeks of campai

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

Professional from academic institutions, pharmaceutical industries, health care indust

ns).

Measure everything so you can make an intelligent decision on which campaign and which segment draws the bes

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

response.

Repeat the successes and do it daily. It is the daily execution that will put you ahead of the competi

.

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

ion.Continue to measure everything. When the response rate drops, start testing all over again.

If it works

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

Companies that provide selfless information through particip

or companies as large as American Express and also for speakers and consultants such as Eve Abbott, it should also work for you

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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While processing payroll in-house can be painful and time-consuming, the possibility of outsourcing these services is a great boon to many companies. These service providers give businesses the right solution, often tailor-made to suit particular needs. They say their solutions make any business more economically viable by reorganizing and supervising its administrative needs vis-?-vis the employee, including payroll, benefits, tax withholding and compliance processing.

Every business has key factors for success. Know what they are, measure them, monitor them, so you can act proactively when they deviate from normalcy.

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