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In business-to-business direct mail lead generation, more prospects see your mailing envelope than will e

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

ver see what is inside. That’s because prospects spend only a few seconds examining your envelope before

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

Examples of combination products may in

eciding whether to peruse it or pitch it.

Naturally, this tempts some copywriters to start selling on th

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

envelope, stressing features and benefits, even describing the offer. Which is a mistake, most of the ti

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

e.

As Herschell Gordon Lewis so well observed, “The only purpose of the carrier envelope, other than kee

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

Combination pro

ping its contents from spilling out onto the street, is to get itself opened.”

This means that, in most

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

ases, you should not spell out your offer when mailing to a cold list (people who do not know you). Inste

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

d, you should tease them inside, using envelope teaser copy that is so intriguing and compelling that pro

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

pects simply have to open your envelope to satisfy their curiosity.

Here are some tips for creating enve

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

lopes that prospects open:

1. USE VARIETY. People tire of seeing the same envelope mont

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

after month. If they have pitched it once, they will pitch it again. So put your sales message inside a

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

Following aspects would a

ifferent envelope (larger size, different color, for example).

2.BE PERSONAL. Nothing s

dd to the challenges in developing combination products:

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

ys bulk mail more than an envelope addressed to “The Office Manager” instead of to a person by name. When

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

ever possible, address your B2B direct mail to a person with a first and last name, and job title.

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

g>3. AIM FOR ACCURACY. How do you feel when sales people or telemarketers mispronounce your name

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

Your prospects feel the same way when your letter arrives with their name or initials misspelled. This t

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

Professional from academic institutions, pharmaceutical industries, health care indust

p was brought to you by Alan with one L, Sharpe with an E.

4. TEST YOUR TONE. Financial

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

services companies that generate leads using direct mail have found (through testing) that envelopes tha

.

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

look official are more likely to be opened. If you are selling insurance, mortgages, loans or credit rep

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

Companies that provide selfless information through particip

ir services through the mail, experiment with some envelopes that look formal, authoritative and official

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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