Digg It - Business

Here’s something to test.

Take your existing business-to-business direct mail package and make just one c

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

hange: put two windows on the mailing envelope instead of one. Mail it and see what happens.

According

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

Examples of combination products may in

o direct mail author, publisher and speaker Ren? Gnam, “two windows usually get more attention and respo

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

nse than a single window.” In tests that Ren? conducted for his clients, two (or more) windows on the ca

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

rier envelope increased response rates. The increased sales also paid for the added cost of producing th

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

Combination pro

e special envelopes.

Some direct marketers use one window to show the recipient's name and address, and 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

other window to reveal something tantalizing. This is a classic use for extra windows to tease prospects int

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 opening your envelope. The secret is to show something of value or immediacy through the window so that pr

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

spects are compelled to open the envelope rather than lay it aside or pitch it.

What to show through the

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

extra window:

gift certificate
discount coupon
photo of your back-end pr

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

mium

deadline for taking action

invitation to a special event

title of a white

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

Following aspects would a

paper or report

CD-ROM or DVD

front-end premium

special offer

prosp

dd to the challenges in developing combination products:

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

ct’s name on a certificate

teaser copy (“Reserved for [prospect name] . . .”)

a swatch

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

of material

name of the mutual acquaintance who referred you

something else (use your

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

great imagination!)

Why limit yourself to just two windows?

You could use more than two

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

windows, of course. Ren? Gnam once used four windows and saw an increase in response. Use as many as yo

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

Professional from academic institutions, pharmaceutical industries, health care indust

can think of. Just make sure they don’t break your production budget!

You are also not limited to putt

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

ing windows on just the front of the carrier envelope. Why not put one on the back as well, with somethi

.

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

g intriguing peering through? Check with your post office or mail shop to be sure that the envelope will

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

Companies that provide selfless information through particip

still be machine-readable and qualify for postage discounts (assuming you are mailing large quantities)

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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This article describes the importance of business ethics and how negligence towards them can have a negative impact on the business.

We all have job titles. And job descriptions. These are often so clich?d that when others ask us what we do, we have grown accustomed to responding with these generic automated answers that lack real impact. Listeners find out little about what we really do or what sets us apart from competing businesses.

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Digg It - Increase Direct Mail Response Rates With Double Window Envelopes

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