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What is Messaging On Hold? Message On Hold is a customized recording that callers will hear when they are placed on hold. Now one

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

might think that that is just another fancy way to keep your callers entertained. But truth is, Messaging On Hold is far more th

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

Examples of combination products may in

an just helping callers kill time while they are on hold. Messaging On Hold is actually a highly effective marketing tool. It is

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

basically an infomercial about your business. Yes, it will keep your callers entertained avoiding that they hang up. But most imp

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

rtantly, it will help to sell the products and/or services that your business has to offer. Studies conducted by major telecommun

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

Combination pro

ication companies revealed that approximately 20% of callers that are placed on hold will actually make purchase decisions based

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

on what they hear while they are on hold.

Here are some interesting Message On-Hold statistics:

Results of studies performed by

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

3 of the major telecommunication companies:

AT&T REPORTS:

An estimated 70% of business callers are put on-hold.

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
An estimated 60% of business callers put on-hold hang up.
An estimated 30% of these callers don't call back!

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

NATIONAL STUDY PUBLISHED BY NORTH AMERICAN TELECOMMUNICATIONS ASSOCIATION REPORTS:

Callers with SILENCE-ON-HOLD will ab

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

andon their calls in less than one minute; 90% hang up within 40 seconds.

Callers with MUSIC-ON-HOLD will stay on the line

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

Following aspects would a

30 seconds longer than with only silence.

Callers with INFORMATION-ON-HOLD will stay on the line for up to 3 minutes longer

dd to the challenges in developing combination products:

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

US WEST COMMUNICATIONS FOUND THAT INFORMATION-ON-HOLD RESULTS IN:

40% increase in retention of callers on-

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

hold

15% increase in inquiries

12% increase in requests for products and services mentioned on-hold

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

ON-HOLD FACTS:

Telemarketing Magazine - "Over 70% of business callers are put on-hold..."
OfficeTeam Survey - "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

e average executive spends 17 minutes per day on-hold..."

CNN Survey - "The average person spends 60 hours per year on-hold

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

Professional from academic institutions, pharmaceutical industries, health care indust

.."

CNN Survey - "Without music or messages, 60% of those on-hold will hang up and 30% won't call back..."

Cellular M

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

arketing Magazine - "Over 85% of callers prefer on-hold messages over silence..."

Telemarketing Magazine - "Surveys show

.

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

that 15% to 20% of callers make purchases based on information they heard on-hold..."

On-Hold Messages are usually pla

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

Companies that provide selfless information through particip

yed back on dedicated Message-On-Hold players, that usually feature solid-state technology to ensure maximum playback reliability

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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