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It’s estimated that your prospect is inundated with 17 different solicitations in his mailbox every week. So, like mo

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

st of us, he checks his mail with his sales-defense shields on high. He sorts his mail standing over a trash can, giv

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

Examples of combination products may in

ing each piece about 3 seconds consideration before deciding its fate.

Your job is to get past those defenses and ge

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

your letter opened. And your envelope has a lot to do with your chances for success.

There are two common tactics i

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

n sales letter envelopes. Tactic #1 is to try getting in under the radar: Leave the envelope blank, hand write the ad

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

Combination pro

dress if possible, and leave the return address blank (or include only the actual address, with no company name). Ho

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

efully, your prospect will mistake you for an actual personal letter, and you’ll at least get opened.

Tactic #2 is t

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

o come out with phasers on kill: Not only does your envelope admit to carrying a sales message inside, it actually la

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

unches into that message before it’s even opened – with a headline printed right on the outside.

So which one works

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

better? Well, Tactic #1 may be opened more often. But Tactic #2 will usually have a better response (with one importa

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

nt caveat, which we’ll talk about in a minute). Why?

Because Tactic # 1 gets your envelope opened, but unfortunately

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

Following aspects would a

, it’s for all the wrong reasons. Your prospect tore it open thinking it could be a letter from Dear Aunt Susie. Or p

dd to the challenges in developing combination products:

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

rhaps an old Sweetheart – who knew? Instead, he’s hit between the eyes with a sleazy sales message! He’s immediately

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

disappointed and a bit miffed, and the letter winds up in the round file after all.

Tactic #2 works better because i

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

t’s honest. When well done, it connects with the prospect’s core buying emotion and sets him up for the sale. It draw

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

him in, tickling his desire from the get-go.

Notice I said, “When well done.” (That’s the important caveat). Teaser

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

Professional from academic institutions, pharmaceutical industries, health care indust

copy on an envelope is just like a headline: It’s got to be good to work. Boring, irrelevant teasers get tossed. “Me

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

-based” teasers get tossed.

But great teasers, the ones that look at the package from the prospects point of view, a

.

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

d speak directly to his core desires and emotions, get opened. And, if the letter inside continues to tap into those

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

Companies that provide selfless information through particip

emotions, and fulfills the promises made in the teaser, a great teaser can deliver on the promise of a great response

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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Store fixture hardware is used for most fixing needs. These are specifically designed to coordinate with a lot of different store fixture accessories. These are available in different sizes for different displays and shelf support needs.

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There is a huge value in accepting help in your business, to build your own capacity as well as growing your team too. And often, when we are given a compliment, or someone says 'Thank you', we feel it is polite to gently decline. We say things like 'It's nothing' or 'No, no - it was all you'. Yet, there's much more to it than that...

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