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Postcards are perhaps the least expensive way of reaching a large number of people with your sales message. Although they have their drawbacks, they are cos

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

t-effective at attracting new customers. But only if you follow some simple rules that professional direct mail copywriters follow.

Grab their attention

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

Examples of combination products may in

on Side A
Side A is the side with the picture on it. One beauty of a direct mail postcard is that your prospective customer does not have to open i

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

. There in the morning mail is your sales message, seen by all. So make sure you put something on Side A that arrests the attention of your prospect. Here a

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 some ideas:

1. a wacky photograph
2. a photo of your product in an unusual setting
3. an outrageous (but true) claim
4. your unique sellin

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

Combination pro

promise stated in a clever or intriguing way
5. your prospect’s problem (the one that your product or service solves), stated or presented in a compel

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

ing way

The only goal of Side A is to arrest attention and stimulate interest. OK, so that’s two goals. You must motivate your prospect to turn your postca

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 over to read the other side. So make sure Side A is arresting and interesting but does not tell your whole story.

Sell them on Side B
Side B

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

s the one with the address and postage stamp. Here you create desire and motive your reader to take action. You do not have much real estate upon which to g

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

ve your sales pitch, so stick to your strongest benefit. Describe in clear, compelling language what your reader gets by buying your product or service. You

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

don’t have enough room here to say enough to make a sale, so just sell the next step.

Ask for the next step, not the order
The next step these

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

Following aspects would a

days is often for the prospect to visit your website. That’s a great use for a direct mail marketing postcard: driving potential buyers to a special page on

dd to the challenges in developing combination products:

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

your website (called a landing page) where you give the entire dog and pony show and give prospects a convenient way to part with their money, if I may put

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

t that way.

The next step may also be for the reader to call you, or to visit your business. Both good uses of direct response postcards. So make sure you

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

ay enough, and in a strong enough way, on this side of the card to motivate a potential buyer to lift the receiver or start heading in your direction. Which

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

brings us to your offer.

Make your offer irresistible
All direct mail pieces should contain an offer. The offer is what you dangle in front of

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

Professional from academic institutions, pharmaceutical industries, health care indust

rospects to motivate them to take the next step in giving you their business. What you are selling and what your offer is are two different things. For exam

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

le, using direct mail, banks promote credit cards. That’s what they are selling. But to persuade you to act today they extend you an introductory and time-l

.

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

mited interest rate of only 2.5% (some conditions apply, of course!). That’s their offer. Their offer must overcome inertia. And so must yours. Make sure yo

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

Companies that provide selfless information through particip

r postcard features a strong offer. For more information on crafting effective offers, read the many articles I’ve written on the topic, found at my website

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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