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In the classic direct mail package, the response device – the thing the prospect is asked to return, be it fax form, response card or 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

pplication within a business reply envelope – is often the neglected element. While it may not have the immediate impact of the envelop

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

Examples of combination products may in

teaser nor the persuading power of the letter and/or brochure, the response device matters: It’s your last chance to sell.

True, ther

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

’s not much space after you create room for the customer’s contact information and (when appropriate) credit card information. But ther

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

are a few things you can do to give the response device more power.

Give it a meaningful name. Too often, the response device

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

Combination pro

s literally called the “Response Form” or something similar. Why not give it a name that reinforces your brand or reminds prospects of

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

n important benefit or feature? Perhaps you should refer to it as the “30-Day Weight Loss Initiation Form” or the “First Step to Financ

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

al Health Application.”

Give prospects the option to say “no” or “maybe.” It sounds crazy to give prospects a “no” option to ch

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

ck off (after all, if they don’t want anything, why would they return the card at all?), but test after test shows that adding the nega

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

ive option actually increases positive responses.

Give them a reason to say “yes.” Beside the appropriate checkbox, define the

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

eaning of “yes” by articulating what customers will get when they choose it. For example: “YES, I want a slimmer, healthier me in just

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

Following aspects would a

30 days. Send me the 30-Day Weight Loss Kit and the first 30 delicious VitaFix Strength Supplements immediately!”

Give them a “mayb

dd to the challenges in developing combination products:

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

” that keeps them in the loop. Some people may not be ready to commit, yet may be hot prospects in the future. Give them an interme

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

iate offer that keeps them within your reach. Example: “Maybe. I’m not ready to lose weight with your program, but I want more informat

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

on. Please send me your FREE newsletter, Weight Loss Update.”

Give them a “no” that makes them question their own sanity.
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
Here’s the key – write the “no” option in such a way that it reminds prospects of all the good things they’re missing by not accepting
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
your offer: “No. I don’t want to join the thousands of healthier, happier people who’ve collectively lost millions of pounds in just 30
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
days – without back-breaking exercise or ‘starvation’ diets.”

Give them a response device even though you have a functioning websit
.

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
. Some people don’t have web access, don’t have high-speed access or simply don’t like the web. And why make people go to their com
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
uters if they have the info they need right in their hands? Use a response device and apply my suggestions to turn it to your advantage

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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Digg It - Get More Response By Writing Better Response Devices

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