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I once wrote a direct mail piece that generated a dreadful response rate. It was too high.

My

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

client was a brand new stadium in Canada’s capital city, Ottawa. The stadium featured luxury su

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

Examples of combination products may in

ites that businesses could rent or lease to entertain prospects and clients, host corporate par

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

ies and reward employees.

I was asked to craft a direct mail lead generation piece that would

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

invite local businesses to spend an evening in one of the suites. Prospects would enjoy a Neil

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

Combination pro

oung concert from some of the best seats in the stadium, free of charge. The strategy behind th

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

e mailer was to let prospects experience the stadium suites for themselves, seeing how effectiv

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 they were for customer attraction and retention.

A salesman was assigned the job of schmoozi

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

g with the prospects during the Neil Young concert. He was to give a subtle sales pitch to all

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

who attended, identify the hottest prospects, and follow up afterwards.

Well, like I said, the

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

mailer was a disaster. It drew such a huge response that the suite was filled to capacity. The

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

Following aspects would a

guests, all of them prime prospects for signing a lucrative, multi-year lease on a suite, were

dd to the challenges in developing combination products:

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

cramped. And the poor salesman did not have enough time during the evening to make his pitch to

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

everyone. He had a Heart of Gold. But he was an Old Man After the Goldrush was over.

This kind

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

of problem, which is good to have, as they say, can harm your business just as easily if you a

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

e selling products through the mail. If you cannot fill your orders quickly enough (think of Am

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

Professional from academic institutions, pharmaceutical industries, health care indust

azon.com’s “This item is temporarily out of stock”), you will drive customers into the arms of

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

your competitors.

So here is the lesson.

Whether you’re generating leads or moving product, m

.

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

ke sure you have enough sales staff or product on hand before you mail your packages. In other

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

Companies that provide selfless information through particip

words, know what you’ll do if the worst thing possible happens and you get a high response rate

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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Any modern business requires the printing of labels, be it a retailer printing labels on products for sale, a logistics company printing labels to track shipments, or a manufacturer printing labels on goods produced. Small businesses and homes also find label printers handy if there is a lot of mailing to be done. There are also federal legislations that require the printing of labels in a specified manner. It is because of these and many other reasons that labels have become an invariable part of everyday business.

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