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The toughest job you face as a B2B direct marketer is reaching your prospect with your message. Reaching C-level executives is particularly difficult because they

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

employ mailroom staff and executive secretaries who screen their mail, or your mail, depending on how you look at it. So unless your direct mail lead generation le

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

Examples of combination products may in

tter or postcard or self-mailer stands out from the rest, it won’t reach the desk of your potential client.

That’s why dimensional mailers are one of the most eff

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

ective ways to reach elusive prospects with your sales message. A dimensional mailer is simply one that has more than two dimensions. Unlike a letter, postcard or

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

self-mailer, it has three dimensions. Dimensional mailers are usually boxes, but they can also be sturdy envelopes that have something three-dimensional inside. Th

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

Combination pro

ese kinds of packages are also known as “lumpy mail.”

Dimensional mail is effective because it stands out. It gets attention because it doesn’t look like everythi

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

ng else that the executive is receiving that day. Dimensional mail is also effective because it always gets opened. I am confident in predicting that no one who re

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

ceives a box 36 inches long, 9 inches wide and 5 inches deep, bearing the prospect’s name and job title on the top and an intriguing headline, is going to pitch th

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

e box in the trash unopened. Innate human curiosity is too powerful for that.

TIPS FOR PRODUCING DIMENSIONAL MAILERS

Use a stand

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

ard size of box if possible to save on printing costs (talk to a printer)

Put something in the box that is valuable, or fun, or both

Make sure

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

what’s in the box ties in with what you are selling

Make your sales message inside the box easy to find and easy to understand

Remember that th

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

Following aspects would a

e goal of a dimensional mailer is not to close a sale but to generate a lead, so keep your message focussed on achieving that goal and nothing else

dd to the challenges in developing combination products:

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

trong>ADVANTAGES OF DIMENSIONAL MAIL

Gets noticed amidst all the other mail your prospect receives

Almost guaranteed to get opene

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

Likely to get opened first

Great at stimulating buzz at a company

Likely to make it past the executive gatekeeper

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

ong>DISADVANTAGES OF DIMENSIONAL MAIL

More costly to design, print and mail than other direct mail formats

Might be mistaken at t

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

he target company fora bomb or a prank

Expensive to produce if you need a custom-made box

Box can get damaged along with your brand reputation

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

Professional from academic institutions, pharmaceutical industries, health care indust

if delivered by mail

May be perceived as a bribe for a sales appointment if the item in the box is particularly valuable

EXAMPLE OF

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

A SUCCESSFUL DIMENSIONAL MAILER
Continental Resources generated a 30% response rate by mailing a remote-control dinosaur to technology executives (wi

.

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

thout the remote control). Prospects got the remote control and batteries when they booked an appointment with a Continental sales rep. To see the mailer,

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

Companies that provide selfless information through particip

et="_new" href="http://www.sharpecopy.com/newsletter/index.php/direct-mail-response-rates-dimensional-mailers-business-to-business-lead-generation/">click here

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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