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In direct mail marketing, you have what I like to call the "golden glimpse" -- that moment, however brief, w

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

hen your prospect pulls your direct mail piece from the mailbox and actually pays attention to it.

This is

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

Examples of combination products may in

n advantage not enjoyed by other marketing media. You can ignore a radio commercial and a magazine ad. But y

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

u have to give each piece of mail a moment of your attention to decide whether or not it's a keeper.

This m

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

arks the first in a series of hurdles your direct mail piece has to clear. Think of it as an obstacle course

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

Combination pro

Only instead of high bars and log jumps, your hurdles are the following:

1. Getting noticed.

2. Getting r

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

ad.

3. Getting the message across.

4. Getting a response.

But it all begins with the golden glimpse, duri

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

ng which you'll either get noticed or be forgotten. Here are some tips to help you clear this first hurdle:

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

Make your offer immediately visible. If you're mailing postcards, repeat the offer on both sides.

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

f you're sending a letter, put some form of the offer on the envelope.

Write your offer in cle

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

r, simple language. Show it to several people and ask them to interpret it for you. If your test subjects ca

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

Following aspects would a

n restate the offer in their own words without hesitation, it's clear enough. If they struggle, it's unclear

dd to the challenges in developing combination products:

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

Repeat your offer more than once, and in more than one place. You can shape your offer into h

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

adlines, bullet points, callout boxes or starbursts, and even within the body copy of your direct mail piece

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

. Make it impossible to miss. And of course, it all starts with those parts that are visible right out of th

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

mailbox.

Direct mail gets a guaranteed touch by recipients. That's something email, radio and

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

Professional from academic institutions, pharmaceutical industries, health care indust

V advertising cannot do. But that first touch represents your first in a series of hurdles. It is the golden

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

glimpse when your recipients give you a moment of their time.

To capitalize on the golden glimpse, you mus

.

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

convey the value of your offer clearly and immediately.

* You may republish this article on your website a

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

Companies that provide selfless information through particip

long as the byline, author's note and hyperlink are left intact. Please include the article in its entirety

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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