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1. Personal
Unlike an advertisement in a trade publication, which can be read by anyone, your sales letter arrives at your prosp

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

ect’s place of business as a piece of personal communication from your mind to his. Also, unlike any other medium, direct mail can be

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

Examples of combination products may in

personalized (Dear Mr. Smith) and customized to each reader (“As an IT manager, you know that . . .”), showing your prospect that yo

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

u know about him by name and understand his business in particular.

2. Cost effective
Advertising by its very nature is expensi

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. To reach a lot of people, you need to spend a lot of money. Direct mail, on the other hand, only targets the prospects you want to

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

Combination pro

reach. Instead of pitching your product to a huge audience of potential buyers, you aim your sales message only at prospects most li

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

kely to buy.

3. Breaks through the clutter
Your ad can easily get lost among dozens of competing ads in a trade newspaper. Your

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

sales message is also easily forgotten on radio or television unless you repeat it many times, which is expensive. But a simple lett

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

r, addressed to your prospect by name and arriving on her desk in the morning mail (which she must open), cuts through the media clut

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

ter and gets her attention.

4. Measurable ROI
Direct mail is one of the best mediums for measuring the return on your marketing

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

dollar (or pound or yen). Simply code your business reply cards, and count how many return to you in the mail. Then calculate how ma

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

Following aspects would a

ny of those replies generate a sales meeting or a sale. Now you know immediately—and exactly—how effective your mailing has been. Dir

dd to the challenges in developing combination products:

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

ct mail numbers never lie.

5. Predictable
One advantage of knowing the success rates of your past mailings is that you can pred

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

ict the success of future mailing. If you mail the same package with the same offer to a similar group of prospects at the same time

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

of year, you can predict how many responses you will receive, and how many of those will translate into sales.

6. Can be improved th

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

rough testing
Because you can measure your direct mail results, you can also test your mailings. Test one package against anothe

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

Professional from academic institutions, pharmaceutical industries, health care indust

, one list against another, one offer against another, and you’ll discover what works and what fails. That way you’ll spend your mark

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

eting dollars where they are most effective (without relying on guess work or hunches).

7. Immediate
General advertising builds

.

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

brand awareness. Sales brochures inform. But a direct mail letter asks for action now. So if you need to generate sales leads, and d

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

Companies that provide selfless information through particip

on’t have time to wait for your ad to appear in “IT Buyers Quarterly,” send a direct mail letter and wait a week or so for a response

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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Among the many advantages of marketing your business with promotional items is the visibility you gain when your gifts are used. If increasing brand awareness and recognition is part of your intent in using promotional gifts for marketing, then visibility should be high on your priority list when you choose which items or gifts to use.

Your brand identity communicates a promise from your company to your customer. Your brand identity consists of your logo, business card, letterhead, website and all other marketing and advertising collateral. When a customer looks at your brand identity, what do they see? What is their perception of your company?

Ask just about anyone what they think they should do to get ahead in their career and they'll all say the same thing - retrain and-or get more qualifications. Does more knowledge really improve your performance at work? The answer to that question might surprise you!

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