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Many marketers peg acquisition-based e-mail response rates at historically low levels, primarily due to the high volume of messages in ev

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

eryone's inboxes these days. Some believe that allocating any percentage of a marketing budget to acquisition-based e-mail is waste. Howe

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

Examples of combination products may in

er, this is not true. Although the true response rates for acquisition are typically lower than those for retention-based e-mail, renting

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

lists to win over prospects and grow a customer base can work wonders, if you do your homework.

Here are some guidelines that can help

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

n buying or renting lists for achieving high ROI.

- With email, just like direct mail, how precisely the list is targeted to the markete

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

Combination pro

’s offer is critical to the success of the email campaign. The marketer will need to test a variety of email lists in order to find the m

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

ost responsive names for their offer. Recency, Frequency, and Monetary Value are important within email lists. Thus, where applicable, fo

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

us on lists of recent online buyers or registered users.

- More importantly, when researching email lists, focus on the origin of the li

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

st to ensure compatibility with your offer. Make sure you obtain names from branded, well-recognized sites or sources. Since an outbound

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

mail announces to the recipient, in the form of a header, exactly where they gave permission, a well recognized source would lend more cr

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

dibility to the message.

- A frequency cap can ensure lists aren't over mailed. If a list manager can't provide the details on mailing f

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

Following aspects would a

requency, look elsewhere. That organization probably lacks the control, technical expertise, and reporting basics. Also ask about recency

dd to the challenges in developing combination products:

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

selects. Newer names offer access to new subscribers.

- Frequent uploads of new names and instant suppression of unsubscribes are a must

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

. Your brand will be associated with spam by those who unsubscribed but still receive mailings before their request is processed. Lists t

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

at are housed and resold by multiple managers are probably mailed more frequently. This negatively impacts performance, brand equity, and

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

deliverability.

- As filtering becomes increasingly dominant, you must make sure list managers are up to speed on delivery techniques an

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

Professional from academic institutions, pharmaceutical industries, health care indust

d processes. ISP relations and white listing are critical. Check all available blacklists for the list manager's IP addresses. List manag

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

rs should be able to monitor delivery of their campaigns and ensure messages are delivered to the inbox, not a bulk mail folder.

- Final

.

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

ly, the best-performing lists provide the most ability to slice and dice the file to find the right people for your offer. Leveraging sel

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

Companies that provide selfless information through particip

cts based on demographics, psychographics, and even specific stages of the buying cycle will almost always outperform untargeted mailings

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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