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If the most important part of any business-to-business direct mail package is the list, how can you be sure that you have a good list before you drop your money (and your reputation) in

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

the mailbox? Answer: Ask the right questions before you rent that list.

1. Who is on the list, exactly?
Let’s say your potential list is high-tech prospects. Are

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

Examples of combination products may in

the people on the list analysts, network administrators, product managers, chief information officers or sales managers? Knowing makes all the difference. So make sure you can select na

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

mes by job title or function.

2. What is the source of the list?
Is the list a compiled list, where names and addresses are compiled into a list from directories,

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

newspapers, trade show registrations and other public sources? Or is the list an opt-in list (such as subscribers to a particular trade publication, or buyers from an online store)? List

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

Combination pro

s of names that are compiled from phone books and directories usually age more quickly than names from opt-in lists and usually produce more undeliverable mail.

3. Are the

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

names on the list known buyers?
The best B2B lists contain names of businesspeople who have bought your product or service or one like it, regardless of how they bought it (onli

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

ne, by mail, retail).

4. How recently did they buy?
In the trade, we call this Recency. Prospects who bought a product or service like yours recently are better pr

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

ospects than ones who purchased years ago.

5. How often do they buy?
We call this Frequency—how often someone buys. Naturally, someone who buys your product or service

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

often is a better prospect than someone who buys less frequently.

6. How much do they spend?
We call this Monetary value, and it’s the third component in the stan

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

dard test of mailing list quality—Recency, Frequency, Monetary value. Buyers who spend the most are the best prospects for your mailing.

7. Are the people on the list “dire

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

Following aspects would a

ct-mail responsive?”
Sometimes a list owner or list broker will know if the names on her list respond to direct mail offers. A good example would be a catalog merchant who wou

dd to the challenges in developing combination products:

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

ld know the percentage of names on his list who buy through the mail.

8. How fresh are the names?
Some business-to-business lists decay at a rate of 25% a year. In o

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

ther words, at any given time, 25% of the names on a given list will have moved (new address), been promoted (new job title), undergone a restructuring (new email address) or quit. Ask y

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

our list owner or list broker how often they update their list.

9. When was the list last cleaned?
List owners “clean” their lists by comparing them against the po

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

stal service’s National Change of Address file. Ask how often this is done.

10. How often is the list rented?
If the list is rented often, it is likely a good list (bu

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

Professional from academic institutions, pharmaceutical industries, health care indust

t one that contains names of prospects who may have

been inundated with offers like yours). If the list is rarely rented, it is either no good or it contains a highly specific group of

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

prospects that no other business except yours wants to mail to (not likely).

11. How many other mailers tested the list successfully?
You should conduct a test maili

.

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

ng to a list before rolling out your entire mailing. Ask how many other businesses tested the list and then declined to rollout, and how many tested the list and decided to rollout. Th

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

Companies that provide selfless information through particip

e answers you get give you an idea of the value of the list to your business.

12. Who else rents the list?
Do your competitors rent the list? See if you can find out

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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