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In business-to-business direct mail lead generation, letters invariably outpull self-mailers, including postcards. Your sales message belongs in an

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

envelope for a number of good reasons.

1. Better privacy
An envelope announces to the recipient, “private correspondence encl

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

Examples of combination products may in

sed.” A self-mailer, on the other hand, particularly a postcard, says, “this message has been read by all and sundry, including the letter carrier

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

nd Joe in the mail room.”

2. More personal
I realize that, with digital imaging, postcards and self-mailers can now be persona

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

lized with the name of the reader. But they still look like and read like bulk mail. A letter, on the other hand, always looks like a piece of one-

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

Combination pro

o-one communication, particularly when it is hand-signed by the writer and arrives with a hand-affixed stamp on the carrier envelope.

3

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

Better response mechanism
If you want your prospect to answer a survey or return a business reply card, you are better off going with a l

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

etter mailed in an envelope. There are self-mailer alternatives, of course. Double postcards let the prospect tear off one side of the postcard and

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

mail it back to you. And you can always incorporate a perforated, tear-off business reply card into your self-mailer. But these two methods have th

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

drawback of making your piece look like bulk mail, which is death in B2B lead generation.

4. Exclusivity
Which brings us to t

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

e major selling feature of envelopes over self-mailers. Self-mailers, by their very design and utility, look like they are mass produced and mailed

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

Following aspects would a

in quantity. Even when addressed to a prospect by name and job title, self-mailers still look like, dare I use the term, junk mail.

But

dd to the challenges in developing combination products:

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

nvelopes, particularly #10 business envelopes, carry about themselves the aura of exclusivity, of a message that is for the eyes of the recipient o

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

ly. This is especially true when the letter writer addresses the needs of the reader in particular by naming the reader’s company, mentioning the C

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

EO by name, or discussing mergers, new product launches, IPOs and other events that have affected the prospect’s company in particular. This cannot

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

be done effectively, or believably, with a self-mailer.

How to get your envelope opened
To make sure that your business prospe

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

Professional from academic institutions, pharmaceutical industries, health care indust

ts open your mailings and don’t consider them bulk mail, make each envelope look private, personal and exclusive:

use a closed-face envelo

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

pe, not a window

laser the address (no labels)

avoid teaser copy

don’t use a bulk class postal indicia

use

.

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

first-class stamp, preferably a commemorative one

avoid gimmicks, like writing “IMPORTANT”

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

Companies that provide selfless information through particip

eprint this article online 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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Learn about Chinese business culture and how it differs from Western business practices. Useful if you are trading, buying, selling or negotiating with the Chinese in China.

Did you know that 80% of all sales are made after the 5th contact? The biggest mistake we make is not following up with our clients regularly. We not only lose the chance to offer other services and products, we lose the chance for satisfied clients' referrals. Follow-up is good business.

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