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Client newsletters do generate results. Yet, many business people who issue a newsletter find it frustrating to generate the results they want. This is why most newsletters are cancelled after a few issues. Many eventually conclude that

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

newsletters just don’t work. Those not willing to give up on their newsletter need to get real about newsletter content.

what newsletters do
A good newsletter might never cause a spike in sales. However, if you watch other

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

Examples of combination products may in

indicators over time – such as business per client, referrals from newsletter readers, and client retention – you would see how a newsletter performs as an investment in client relations. Newsletters shape market perception. Good newsle

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

ters help to build and maintain hundreds of business relationships with meaningful engagement.

What to say?
For many, a newsletter is demanding and time-consuming – especially when content that the issuer wants to communic

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

te elicits difficult-to-measure results.

Some report news to readers already swamped with news. Some offer persuasive articles or clever commentaries to readers who really don’t need to be sold. Some offer lists, tables, and graphs. Th

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

Combination pro

se, too, come with the risk that readers might not care. So, if a newsletter is best used as a tool of brand management, with what content?

the cost of off-the-shelf content
In a lot of situations, it is tempting just to bu

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

y good content, if you can find it easily at a reasonable price. But what is the reputation-shaping effect? Your clients can tell when your message is not really yours.

meaningful, brand aligned
Because a client newsletter

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

s a medium for business communication, and because it assumes a business relationship between the issuer and the reader, a newsletter is a medium for client relationship management. Your clients can tell when you’re involved in your new

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

letter. Hence the need for original, brand-aligned newsletter content.

the cost of do-it-yourself content
Some decide to keep the connection with clients alive by developing their own content. This entails a commitment to p

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

oduce meaningful, well-written content on schedule. Many then face these basic assumptions:
1. You need to have talent and creativity.
2. You have to provide value in the newsletter, such as advice or insider tips or discounts

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

3. You must educate readers on points related to your business.

Put into practice, these basic assumptions stop some from issuing their own newsletters. These are worth considering, but are not must-haves. What readers really nee

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

Following aspects would a

d from you is heart.

survey says…
Gallup research shows that the key to wooing customers isn't price or even product. It's emotion. Gallup developed an eleven-question survey to understand client engagement (CE 11). Eight o

dd to the challenges in developing combination products:

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

those questions (73%) probe emotional engagement. (Alec Applebaum: The Constant Customer, Gallup Management Journal 06/17/01)

emotional engagement
When you engage clients emotionally – which often follows from showing your

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

own emotional engagement – that leads to more loyal, profitable business. People go out of their way to deal with businesses whose values they respect, whose style they like, and whose sincerity they like. When people believe in you, th

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

y demonstrate it with loyalty to you and bring more business to you.

medium for meaningful contact
When a newsletter makes people feel good about themselves in connection with the newsletter issuer (e.g. it validates their

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

alues) then it can create a feeling of connectedness. When that sense of connectedness is maintained through meaningful contact (e.g. a brand-aligned newsletter) then competitors’ attempts at wooing your clients have less effect.

Wh

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

Professional from academic institutions, pharmaceutical industries, health care indust

y not…
honor what your clients like about you?
reflect their interests?
celebrate your connection with them?
declare the satisfaction you find dealing with them?

measure engagement
In addition to iss

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

ing an engaging business newsletter, also set reasonable performance expectations and measures. Rather than short-term sales increases, efforts to optimize newsletter performance should reflect long-term business goals, such as:
st

.

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

onger client loyalty or retention.
more, higher-quality referrals.
more business per client.

get real sincerely
Newsletters are naturally brand-management tools, and good brand management is good client relations.

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

Companies that provide selfless information through particip

If you think in terms of client relations – maintaining the connection and managing the client experience – then you can improve your business with a client newsletter that shows your true colors. That’s getting real.

- Glenn Harringto

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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Credit card companies are changing. There are so many of them out there that they need to do things that set them apart from the tons of other credit card services available. In addition to being a major credit card company, Discover card services also offers a great scholarship program to high school juniors. Their support of education is one more thing to like about the Discover card.

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