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Know one of the quickest ways to boost the effectiveness of your direct mail sales letters? Mail two letters instead of o

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

ne, in the same envelope.

The second letter is called a lift note. You slip it in your direct mail package to “l

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

Examples of combination products may in

ift” (increase) response. Second letters are also called lift letters. Publishers call them publisher’s letters, because

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

they are usually signed by the publisher.

The classic lift note is a sheet of paper that folds in half. On the f

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

ront is usually a teaser, maybe an image. And on the inside is a note, usually written by someone other than the person w

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

Combination pro

ho signed the letter.

Why use lift notes

According to direct mail author and trainer Ren? Gnam,

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

lift notes are valuable to you as a direct mail marketing pro because they:

lift the quantity on individual or

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

ers

lift the value of individual orders

lift the number of orders for a deluxe version of a product

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

li>

lift response to offers of accessories sold with a product

lift orders for other items in the product

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

line, such as the second title in a series of training DVDs

How to use lift notes

Size:

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

Your lift note should be smaller than your letter in dimension. A smaller size stands out, promises to be a quick rea

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

Following aspects would a

d, and raises curiosity.

Colour: Consider using a different stock than your letter, preferably a differen

dd to the challenges in developing combination products:

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

t colour, to make your lift note conspicuous.

Images: If your lift note features a message from a celebri

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

ty or someone important (your publisher, for example), consider placing a photo of said luminary on the front of the lift

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

note, with a suitable teaser headline to persuade readers inside.

Copy: The essence of an effective lift

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

note is brevity. Enough said.

Folds: To make an impression, your lift note can also fold in a different w

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

Professional from academic institutions, pharmaceutical industries, health care indust

ay than your letter, with a tent fold, for example.

Signature: The person who signs the lift note should

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

be someone other than the person who signs the letter. Otherwise you look silly mailing two letters in one envelope. Even

.

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

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

Companies that provide selfless information through particip

and in print provided the links remain live and the content remains unaltered (including the "About the Author" message)

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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