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Direct Marketing is the direct mailing to potential customers to tel

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

l them about your products and services and deliver a simple message

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

Examples of combination products may in

compelling them to come by something from you or sign-up for servic

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

e. Direct sales are very similar in that you send people rather then

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

mailed items directly to the potential customers to tell them about

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

Combination pro

your products and services and explain how they can help your custo

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

mer and why they should buy them from you.

Which works better? Wel

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

l, you might find it quite surprising that they work really good in

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

combination. For instance, rather than having your sales force cold

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

call all the prospects on giant lists of potential customers; you c

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

n send them direct mail pieces and use this direct marketing techniq

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

Following aspects would a

ue to generate interest and then follow this top with a direct sales

dd to the challenges in developing combination products:

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

team.

This is one technique we had using our company called Bonsai

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

and Blitz Marketing. The bonsai part of the mission was to gather d

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

ata, addresses of potential customers and the best zones, zip codes

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

and areas where we expected our target market to be.

Once we sent o

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

Professional from academic institutions, pharmaceutical industries, health care indust

ut the mail packages, we then followed up with phone calls or stoppe

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

d in. It was incredible the response we got by putting these togeth

.

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

er. So before you ask yourself, which is better; direct marketing o

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

Companies that provide selfless information through particip

r direct sales; why not just use both? Please consider this in 2006

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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Learn what makes your customers tick and what ticks them off. Effective customer surveys are the key to innovating your business and giving your target marketing exactly what they are looking for.

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