Digg It - Business

I’ve been asked just about every question related to using the mail stream better, smarter and with a greater degree of success. I always lean back on three reactions a direct marketer must trigger, simply to gain opportunities: An action of “Yes, I’ll buy” or “I’m interested

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

in more” or “Not now, but maybe later”… each are about hitting the key emotions to move the mail recipient to act. Yes, action! A.C.T.I.O.N... just like the cheer often witnessed at a sporting event, but for the DM’ers of the world... it’s bliss.

DM euphoria can be achieve

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

Examples of combination products may in

by putting timely efforts into a succinct package that compels the recipient to act. So, you might ask yourself, “How can I ensure that I’m covering these elements correctly?” Thanks for asking, I’ll do my best to help you understand its importance and provide benchmarks to

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

et your mind at ease. For starters, pay attention to the things that matter; meaning, those elements you can measure. Doing this ensures you never undermine your hunt for greater ROI.

I usually give a few descriptions of good DM. Let me begin with the one we can all relate

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

o. Okay - you accomplish your morning rituals, shower, brush your teeth, use the restroom, and as you complete this last task you are concerned you won’t have enough bathroom tissue (“TP”, in my house) to satisfy your personal hygiene requirements.

Get my drift? Move ahead

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

Combination pro

a few hours. You make the trip to the mailbox (a daily ritual that is as sacred as, well, apple-pie and Chevrolet) and low and behold there is a coupon for a free roll of TP when another of same value is purchased. Now, you happen to be a non-brand loyal who is a fairly con

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

cience shopper and you are going to the grocery to acquire this toiletry along with some other, hmm, less important items.

The previous example is one every household can understand; whether we loathe the direct marketer or are amazed of “how did they do that?” the business

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

f direct marketing greatly influences our buying patterns and is becoming increasingly refined and more capable of “wowing” the consumer and business mindset.

There are over 100 ways to qualify, mend or create direct marketing segmentation. Each of them extends worthy time

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

nd energy in pursuit of the DM holy land: ROI that rocks. Let’s look at some key methods:

• Targeted DM. It’s making sure the list of folks with whom you are communicating is a properly profiled audience. Not an easy feat, but obtainable through either painstaking soul sear

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

ching or simple business intelligence. We should all know who our best prospects are but sometimes we don’t. There are many ways to validate, but be sure to test all theories and never stop second-guessing yourself.

Dig, dig and dig deeper to ensure that your audience is ei

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

her profiled to match your existing house file or you have studied your direct competition enough and realize your selling horse products to a list of horse owners will work. Hint: Think about targeting down to the minutia. How about, age of the horse, will that help you?

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

Following aspects would a

Bet it will. Or, maybe household income of the owner, or, zip codes where you’re having more success than others will enhance results.

• Relevant DM. It's knowing when the last piece of “TP” is coming off the roll. How do we know such details? Well, my example is extreme,

dd to the challenges in developing combination products:

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

but really not too. For example, now that POS (point of sale) data is captured at the grocery store, marketers can begin to forecast consumption of product based on the last time of purchase, time before that, and where you purchased the unit. Thus, giving the marketers a f

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

airly good idea of when you’ll be looking to acquire more.

On the other hand, relevant DM’ers know that the household of sedan vehicles might be interested in an SUV or minivan. Why? Because our households are ever changing; everyday, each of the 220 million US consumers ch

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

nges… they get rich, they get poor, they expand and they contract. And as a result, they need to buy new things and that… is… relevant.

How do we capitalize on relevance in the household to motivate a purchase for our product or service? We test hypothesis of relevance base

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

on demographic and psychographic shifting. We look for Hotline information- not necessarily from data but from propensity or profiling.

• Timely DM. It’s being instinctual about the art. Now, how can I get timely to figure into a decision? Timely is sometimes the hardest

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

Professional from academic institutions, pharmaceutical industries, health care indust

thing to know. How can we predict the trends of a household? Much easier when we know the baby is coming and they’ve registered with everyone and everywhere, giving us delivery dates and sex details.

Timely knows that those of a multi-family dwelling unit, who earn high in

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

comes, could or should be able to afford a house and a mortgage. So, it makes sense that new home solicitation targeted to the aforementioned market is timely. And given the right, compelling offer they will ACT.

Direct Marketing Success is about capturing the rhythm of inte

.

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

est by instinct & skill. It’s the nose of the DM expert or CMO who understand that he or she must use the senses of observation combined with any and all analytical information that can be added to the formula.

After this soup is stewing, an educated guess is where targeted,

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

Companies that provide selfless information through particip

relevant & timely meets ROI. Call it luck; call it opportunity meets intelligent preparation. Call it whatever you like, but they are forecasts that go beyond explanation. They just work. I can help you to manage these issues… another time, another place, another DM galaxy

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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