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1. Do the Math. Plan your mail marketing campaign as an accountant would. Start by figuring out how much income and unit sales the project must generate to break even. Remember, its money that matters first; percentage response rate comes second. In other words, your campa

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

ign might actually be a big money maker, even if it has a low percentage response rate.

2. Always Key Code, Record and Analyze Results. Assign a key code to each list, record and analyze the responses for each code. You’ll see which files are working better than others. Do th

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

Examples of combination products may in

is on every mailing. When email marketing, use coded links to a special order page in your web site. Many mailers do the key coding but neglect to record and/or analyze. So, they never learn what works and what doesn’t.

3. Test Everything Else, Too. Copy, package design, o

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

ffer, pricing and timing are key elements that can also affect a direct mail campaign. Key code, record and analyze results of each change in your mailings.

4. Be a Smart List Buyer. Keep in mind a few things when you’re ordering lists:
• One time use – Lists are for

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

one time use only. The names are the property of the list owner. However, mailers do own the names of those individuals who respond to their promotion.
• Be flexible – Direct mail lists offer many options; however, all the bells and whistles may not be available on every l

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

Combination pro

ist.
• Samples – List owners usually require a sample – even just a rough sample – of what you plan to send.
• Time – Many lists can be shipped in 24 hours. Others may take a week or more.
• Minimums – Most list owners require a minimum order of 5,000 names.

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

• Prepayment – Most list suppliers require prepayment from first time customers.

5. Build Your Own Mailing List. Your customers, trade show leads, other prospects, inquirers and former buyers are the feedstock for your own comprehensive own direct marketing list. Be sur

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

e to include opt-in email addresses. Many BLC list customers have also asked us to market their organizations’ mailing lists. Got an up to date list of 10,000 or more names? Ask us about marketing your file for additional income.

6. Focus on Your Audience. Your selling messa

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

ge should address the specific needs and interests of your audience. A good list professional will be specific, too. With the details you give them, they will recommend lists that home in on your best customer prospects.

7. Know Each List Type.
• Direct Mail (S

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

nail Mail) – For use in direct mail marketing programs conducted by the marketer. Many of these lists are also available with telephone numbers at additional fees for telemarketing programs.
• e-mail – For use in email marketing programs. Reputable and effective e

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

mail lists use only opt in names. email list owners nearly always do the mailing for the marketer.

8. Consider Various List Sources.
Keep in mind a few terms when considering lists:
• Association – Professional or trade association membership buyers. Ma

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

Following aspects would a

ny of these individuals also purchase other offerings from their organizations.
• Subscriber – Magazine or continuity subscription buyers. Sometimes offered along with names of expired subscribers at a lower price.
• Buyer – Proven buyers of a list owner’s pro

dd to the challenges in developing combination products:

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

duct or service. Often offered with a “hot list” or “recent buyers” sub-file at an up-charge.
• Compiled – Names of prospective buyers compiled by a third party. While not usually considered as productive as association, subscriber or buyer lists, compiled files ca

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

n be effective.

9. Determine List Price. Direct mail lists most often have a base price per thousand names, expressed “/M”. Options to select geographic areas, job titles, industries, or to add key coding and the like are additives also priced by the thousand names. Ship

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

ping and handling charges are charged by the order.

10. How Mailing Lists Are Supplied. Today, most mailing lists are sent via email. However, they can also be provided on floppy, CD, Cheshire and pressure sensitive label stock.

11. Get Your Envelope Opened. A live stamp, i

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

nstead of pre-printed indicia or meter mark, short teaser copy and name and address printed directly on a closed face envelope will go a long way toward keeping your mailing from landing in the trash unopened.

12. Use Color in Your Letter Effectively. Try a blue signature and

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

Professional from academic institutions, pharmaceutical industries, health care indust

sparing color use elsewhere to emphasize your most important points.

13. Provide all the Product Details in Direct Mail. Give your reader everything he/she needs to make a decision. Features, functions and benefits…the more the better.

14. Be Extra Brief in email You have

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

just fractions of a second. Be quick and tempting. Use the subject line as your teaser copy. Link to your home page in several places.

15&16. Use a List Professional. (This tip has two numbers because it’s so important.) Use a list pro with years of experience, hundreds of

.

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

regular customers and a solid reputation throughout the business. They should have access to the best lists and work with sources around the world. List professionals can help you find promising new names that you never knew existed. And, they’ll steer you away from those fil

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

Companies that provide selfless information through particip

es you ought to avoid. A list pro will also coordinate the time-consuming list acquisition process (ordering, tracking, shipping, billing, etc.) at no additional charge to you.

Additional information is available from www.bethesda-list.com

(c) 2006, Bethesda List Center, Inc.

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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