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The ‘Order Form’ is your response mechanism when you send a letter. It is the most important piece in your mailing package

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

. It is the final ‘call to action’ your prospect will see.

In many cases it can be a real stumbling block for someone and

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

Examples of combination products may in

can often prevent a person from responding if it is too difficult to complete or doesn’t in any way confirm they are making

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

the right decision.

You need to create a ‘magnetic’ response form that your prospect cannot resist.

Think of it as your <

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

strong>1-page advert for the offer in your sales letter.

Make it attractive, easy to fill in and valuable looking

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

Combination pro

Confirm the main thrust of your offer and any bonuses and guarantees you have made in your letter.

Keep these 10

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

Rules in mind when designing your magnetic response form

1) Avoid calling your form ‘Order Form’. Priority Reser

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

vation, Special Enquiry or Delegate Certificate is a more gentle approach.

2) Use a separate sheet of paper for your ord

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

r form. It is important - make it look as if it is a valuable piece of paper.

3) Do not write anything on the back of t

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

e form. You will distract your prospect and they may delay, and then forget, to complete and send the form. And if he put

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

it face down, and you have something on the back, there is no incentive for him to turn it over to check what it is and be

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

Following aspects would a

reminded about sending it off.

4) Put a border around the form to enhance its appearance. (See my article ‘Microsoft Wo

dd to the challenges in developing combination products:

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

d: Business Writing; 8 Tips to Save More Time).

5) For a high value offer use a heavyweight paper, such as 120gsm or a sp

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

cial paper like parchment to give the feeling of value.

6) Include tick boxes and the word Yes at the b

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

eginning of the form to start an affirmative statement: e.g. Yes, I do want to…

7) Restate the benefit

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

and results the respondent can expect to receive i.e. the offer. Write the confirmation statements as if he/she were sayi

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

Professional from academic institutions, pharmaceutical industries, health care indust

g it him/herself. Emphasise the positive benefit not the negative angle.

8) Repeat your guarantee – to remind him he is

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

taking a low-risk or risk-free action. Highlighting in a coloured or shaded panel helps it to stand out so your prospect i

.

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

happier about entering their details. (Use a box-frame instead of shading if you are offering a fax-back facility).

9)

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

Companies that provide selfless information through particip

ake the form simple to fill in and check it flows easily.

10) Say ‘Thank You’ - show your appreciation for their business

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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Rental modifiers drive more medical billing people crazy than just about anything else. In this installment, we'll cover the basics of rental modifiers, what they are and how they work.

Whether you are in education, marketing, retail, logistics, government service, entertainment or insurance, communicating positively and proactively with your clients makes sense.

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