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Digg It - Separating the Strategic Men from the Tactical Boys
The average American household and business is flooded with mail every day. In fact, recent studies have shown the average C-level executive receives 37 pieces of mail every day. This number ca
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
n be startling, especially for those who deal with B-to-B audiences.
Advanced production techniques and easy to use computer programs have unfortunately leveled the playing field a bit. As a G
Advanced production techniques and easy to use computer programs have unfortunately leveled the playing field a bit. As a G
; 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
raphic Design major and Associate Creative Director with an art direction background, I know a thing or two about graphic design. But the average consumer wouldn't know an expertly kerned headl
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 from an auto-kerned headline. They won't know the difference between a
fully thought out layout from a Microsoft Word Template.
But there is good news. Although, there is a lot of mail th
But there is good news. Although, there is a lot of mail th
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
at is delivered daily to any given customer, key techniques in strategic direct marketing can distinguish your piece from the average mass mailing.
1. Address Personalization
Personalization
1. Address Personalization
Personalization
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
is the most important thing you can do to communicate your message more intimately. A mail piece addressed to "RESIDENT" will not cut it in this cutthroat bid for consumer attention. This is tr
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
e because of the "exclusivity principle". If someone believes that everyone on their street got the same mailing (they probably did), the offer no longer seems special. Some mailers contain RES
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
IDENT in the address block for one reason only: the company did not want to spend the money for a more personalized list. This is a one way ticket to the recycling bin. You might as well put fl
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
yers on people's cars.
2. Letter Personalization
It is important to address the letter personally. Depending on the quality of your list, and the casualness of the letter, first names or full
2. Letter Personalization
It is important to address the letter personally. Depending on the quality of your list, and the casualness of the letter, first names or full
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
name (first and last name) is preferred.
3. Clear Hierarchy
It is easy to spot a piece laid out by a designer versus a desktop publisher hired by a mass mailer.The mass mailers will typically
3. Clear Hierarchy
It is easy to spot a piece laid out by a designer versus a desktop publisher hired by a mass mailer.The mass mailers will typically
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
try to squeeze as much content into a 4"X5" postcard. These, in essence, are nothing more than circulars with a stamp on them. A well-trained designer will have a clear hierarchy; leading the
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
readers eye throughout the piece. It will deliver a message in a tone that is true to the brand and resonates with the target audience. And it will have a prominent call to action.
4. A Strate
4. A Strate
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
ic Contact Strategy
A well thought out mailer will be one in a series of strategic contact points the customer will receive. This is important because, as marketers, our goal is to develop a p
A well thought out mailer will be one in a series of strategic contact points the customer will receive. This is important because, as marketers, our goal is to develop a p
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
rofitable long-term relationship. This also gives us the ability to simplify the message and deliver key content points at appropriate times.
For those clients who may not have the budget to p
For those clients who may not have the budget to p
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
roduce multiple mail pieces, you can deliver multiple messages and spread it out over many channels. For instance, an invitation mailer for a special sale in store can be prefaced by a teaser p
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
stcard or email as well as followed up with an online survey for additional savings.
5. A Trackable Response Device
This is the granddaddy of points that separate the men from the boys. Witho
5. A Trackable Response Device
This is the granddaddy of points that separate the men from the boys. Witho
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
ut a trackable response device, we are forced to only make assumptions on the effectiveness of the piece. And using unique tracking codes will allow testing of formats, offers, and customer seg
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
mentation. Tracking code techniques include: lasered customer codes, barcodes, and offer codes.
A mass mailing may be judged in a subjective manner: "I like the picture!" or "I don't like the
A mass mailing may be judged in a subjective manner: "I like the picture!" or "I don't like the
.
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
olor." But a strategic mailing using expert techniques will give you objective results: "This piece pulled a 3.5% response rates resulting in 22,000 leads and $7.8 million in business." You ju
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
st can't argue that.
As marketers, we have a responsibility to our clients to give them measureable results. Separate your piece from the boys and make sure your mail stands out from the crowd
As marketers, we have a responsibility to our clients to give them measureable results. Separate your piece from the boys and make sure your mail stands out from the crowd
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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