Digg It - Business

Each marketing campaign plan should be tested on a smaller group of Customers, before being deployed. Based on the results of the test campaign, the marketing campaign can be reshaped to a

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

chieve better results.

Testing is essential in every campaign, given that the business environment changes dynamically. Nothing should be taken for granted. Testing can be used not only 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

or the estimation of short term response rates and marketing campaign ROI, but also to monitor the medium term effect (e.g. one year) of a campaign.

The steps to implement a test campaign

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

are the following:

1. identify a group of customers, who are potential buyers of a product, e.g. 20.000 Business Customers to receive an offer developed for the Business segment.

2. set

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

up a test and a control group (e.g. 2.000 Business Customers each). The test group gets the offer. The control group is treated as usual, but it does not get the offer or any other offer.

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

Combination pro

Ideally, the test & control groups consist of the same type of Customers (Business Customers). The groups can be easily selected by sorting the Customer group and taking the 3rd out of ea

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

h 10 for the test group and the 5th out of each 10 for the control group. The size of the control group has to be sufficient to provide statistically accurate results.

3. the test campaig

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

n is executed and results (orders made by the 2 groups) are captured.

4. the effectiveness of the test campaign is evaluated by the difference between orders by the 2 groups (test & contr

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

ol), in the given campaign period.

In order to exploit efficiently a control group, the following additional rules apply:

• no other offers should be made to the control group, during th

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

‘control’ period

• the control group should not be informed of the offer made to others – this may lead to negative reactions and introduce bias to the evaluation

The test group is expe

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

cted to produce increased orders. The comparison to the control group can factor out any market or economy factors, affecting the result. This is why the set up of a control group is so im

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

Following aspects would a

portant, in order to evaluate accurately the effect of the test campaign.

Increased ordering made by the test group (vis-?-vis the control group), can be identified in certain cases on no

dd to the challenges in developing combination products:

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

-promoted products also. This can be attributed to the campaign, since it may increase the visits (or interest for the Business and its products) of the test group. The effect of the cam

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

paign can be extended beyond the campaign period. This is attributed to the fact that those Customers who accepted the campaign offering, have increased their recency.

The same approach t

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

o use a control group for evaluation purposes, should be applied to the roll out of the campaign as well.

In a test campaign, alternative offers may be tested, in order to figure out the

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

ost efficient approach, yielding higher ROI. In this case, only a single variable should be different between alternative offers (e.g. the level of discount), in order to produce valid res

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

Professional from academic institutions, pharmaceutical industries, health care indust

ults. Two test groups (or more according to the number of alternative offers) are needed, since each Customer should receive a single offer (during a promotion, a Customer should not be as

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

ked to choose between alternatives). Again a control group should be set up. After the test campaign is concluded, comparisons between test groups behavior as well as evaluation vis-a-vis

.

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

he control group, should be carried out.

Testing comes at a cost. The Business has to assign resources to execute the test and capture & evaluate the results. Moreover it has to delay the

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

Companies that provide selfless information through particip

campaign roll out, for one or more months. Since roll out of the campaign follows the test campaign evaluation, there is a delay in campaign execution.

Copyright 2006 - Kostis Panayotaki

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.diggit.org.ua/article/30739/diggit-Testing--the-Most-Effective-Tool-for-Database-Marketing.html">Testing – the Most Effective Tool for Database Marketing</a>

BB link (for phorums):
[url=http://www.diggit.org.ua/article/30739/diggit-Testing--the-Most-Effective-Tool-for-Database-Marketing.html]Testing – the Most Effective Tool for Database Marketing[/url]

We now live in a world where just about individual wants everything that they use or do to be as easy as it could possibly be. That is one of the reasons why digital mass flow controllers are popular mass flow control products that are used in a wide variety of industries. Although digital mass control products are often considered the most popular they are not the only products currently available on the market.

Examine the roles of values in globalization. Nu Leadership is a column that explores the changing workforce and social environment as it relates to leadership development.

You can create an irresistible offer by humanizing the registration process. Help your potential registrants know that you are real, caring people behind the scenes. The more your registration process shows you care about your registrants, the more comfortable people will feel signing up for your event.

Tags

Links

Digg It - Testing – the Most Effective Tool for Database Marketing

Related Articles: