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In direct mail, the offer is the incentive or reward that you dangle in front of your prospects to motivate them to re

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

spond to your mailing. In business-to-consumer direct mail, for example, a magazine publisher will offer a yearly subs

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

Examples of combination products may in

ription to its magazine at 60% off the newsstand price. The discount is the offer. It motivates prospects to subscribe

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

now and save 60%.

Offers are vital to the success of your business-to-business (B2B) direct mail campaigns as well. Y

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

u need to motivate action. Without a clear, compelling offer, your response rates will be low and your mailing unprofi

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

Combination pro

table. Here’s why you need an offer.

1. Your prospects are preoccupied
The people you are trying to reach are ju

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

t as busy as you are. They avoid salespeople. They avoid things that waste their time. They use call display. You need

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

a compelling offer because you only have a second or two to grab your prospect’s attention at work. Don’t expect that

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

our company name, or your product name, or your top product feature, will grab their attention. Use a compelling offer

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

instead.

2. Your prospects don’t care about you
That sounds kind of harsh, stated like that. But your prospects

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 care about your company, your extensive client list, your qualifications or your product features. That means yo

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

Following aspects would a

r direct mail package has to meet your prospects where they are, not where you are. You have to start by saying “you”

dd to the challenges in developing combination products:

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

ather than saying “we.” Your offer, clearly communicated, shows prospects that you care about them.

3. Your prospects

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

are skeptical
Tired of advertising hype? Your prospects are, too. They read all sales messages with their built-

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

n hype detector in full operation. Your offer helps to overcome this skepticism by showing your prospects that you wil

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

reward them for taking action. You are not asking them to believe your sales pitch, just to respond to your offer, an

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

Professional from academic institutions, pharmaceutical industries, health care indust

to take the sales process to the next step.

4. Your prospects are self-interested
Your prospects are interested

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

in themselves. They don’t want to hear about what your product or service does as much as what it will do for them. W

.

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

en you offer a free report that promises to save your prospects time, money or effort, or promises to make them more e

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

Companies that provide selfless information through particip

ficient and look good in front of their managers, you answer the “what’s in it for me?” question in a satisfactory way

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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Digg It - Business to Business Direct Mail Sales Letters Need an Offer (and Here's Why)

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