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One of the most commonly overlooked opportunities in creating effective direct mail, is the real estate inside the envelope. Frequently, marketers will spend many ho

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

urs crafting a perfect teaser line or developing a compelling intro to a letter only to stuff it into a default outer envelope.

In fact, Nearly 3/4 of envelopes sen

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

Examples of combination products may in

t through the mail are 24lb white wove #10s. With that type of volume, you need to be able to break through the clutter. And techniques pertaining to the envelope 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.

a great place to start. After all, it is the first thing your target will see. They say never to judge a book by it’s cover. The reality is people do anyways—and 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

envelope is the cover to your communication.

Of course if money was no object, marketers would be printing with gold leaf and playing around with materials designe

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

Combination pro

d to stimulate the senses. Although there are companies where those techniques would be applicable, there are many cost-effective ways to stand out from the crowd. A

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

lthough some companies have strict brand guidelines to adhere, there are ways to use the inside of the envelope to maximize response. Here are 5 examples of how to e

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

fectively push the inside of the envelope.

1. Security Pattern
People are conditioned to associate envelopes with protective security patterns printed on them

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

with important documents or checks. Printing a security pattern on the inside of the envelope can create a sense of urgency in opening the package. After all, no one

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

wants to risk throwing out a forgotten rebate check or their college transcripts.

2. Letterlopes
You can create a package where there is nothing inside the en

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

elope. You can do this because the envelope actually unfolds to reveal a letter on the other side. These are called Letterlopes and they are a great way to give the

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

Following aspects would a

appearance of a business type correspondence while offering a memorable interactive experience. And with nothing inside, you are sure to stay under weight for postag

dd to the challenges in developing combination products:

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

e.

3. Scents
Imagine smelling oranges while reading a “Fruit of the Month” mailer. There are companies that are able to add scents to the glue that holds the e

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

nvelope together. This is especially effective when producing materials for the food segment but I have also seen it work with other scents as well.

4. Color
I

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

seems simple but sometimes simply adding color to the inside of an envelope is a nice touch that will guarantee the prospect will at least open the letter. Imagine

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

a stark white envelope on the outside with a fire hot red color flushing the inside of the envelope.

5. Reveals
There are new automated production houses than

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

Professional from academic institutions, pharmaceutical industries, health care indust

can now produce envelopes with messages that pop up when the envelope is opened. And this can all be done inline with personalized lasered content! The element of de

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

ight achieved when seeing a pop up reveal can be the difference between a response and a one-way trip to the circular file.

Technology is constantly evolving but so

.

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

is the intelligence of our audience. Marketers are constantly trying to develop new ways to break the monotony of standard white mail. When concepting new ideas, ta

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

Companies that provide selfless information through particip

ke great care in developing techniques that pay off the message. Without cohesion between execution and strategy, it will appear only as desperate gimmick. Good luck

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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