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Two of the greatest challenges for a company doing direct mail sales lead generation are getting attention and cr

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

eating attractive offers. A compelling package with a poor offer will flop. And a poor package with a compelling o

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

Examples of combination products may in

ffer won’t even get opened.

One advertiser who managed to both grab attention and make an irresistible offer is C

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

outts & Co., 15 Lombard Street, London EC1V 9AU, England. One of their staff, a Mr. R. W. R. Round, mailed a uniqu

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

e lead generation letter to law firms.

Stapled across the top of the letter was a cheque (or “check,” as my Ameri

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

Combination pro

can friends would say). The cheque was drawn on the company bank account, and was made payable to the letter recip

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

ient, in the amount of 25 Pounds Sterling, but was not signed.

In the letter, the writer presents his simple offe

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

r. He will meet with the prospect for 20 minutes to resent a remarkable new pension scheme developed for the legal

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

profession. If the prospect hears the presentation and believes the writer has wasted the prospect’s time, then t

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

he writer will sign the check and hand it to the prospect without a quibble.

The letter goes on to give a few cre

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

ible reasons for why the prospect should meet with the writer, the most compelling of which is the fact that over

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

Following aspects would a

120 other law firms have already taken advantage of the services of Coutts & Co.

This letter is remarkable for a

dd to the challenges in developing combination products:

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

number of reasons. It has stopping power. A real cheque (not one of those fake ones, so common in direct mail mar

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

keting) with my name on it would get my attention, at least long enough to motivate me to read the letter and disc

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

over what was going on.

And the offer is simple to grasp. “I’ll tell you during a 20-minute meeting how our pensi

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

on scheme helps your business, and won’t waste your time, otherwise the check is yours to cash without further a

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

Professional from academic institutions, pharmaceutical industries, health care indust

do.”

The letter also sells the appointment and not the product (pension plans), a wise move in two-step sales pro

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

cesses like this where a salesperson must close every sale. In these cases, the goal of the letter is always to fi

.

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

nd a buyer, not finalize a sale.

You could copy this tactic. Or you could dream up one of your own. If you manage

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

Companies that provide selfless information through particip

to grab attention and present an enticing offer at the same time, good for you. If you can’t, hire a professional

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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