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Are you shooting from the hip when you send out a commercial email? Do you simply write up a single email and then fire it off to your list and wait to see if you mak

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

e any sales? If so, you could be leaving thousands of dollars on the table.

The sad fact is that most email marketers today perform their campaigns this way. With the cost

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

Examples of combination products may in

f sending emails so cheap, why bother creating an effective, high converting email, when you can send another email out to your list in a couple days?

You don’t need to sen

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

d more emails to your list to increase profits (and risk an increase in the number of people that unsubscribe). By performing some simple, straightforward testing, you can d

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

amatically increase your conversions.

Here’s an example:

Let’s say you have a list of 30,000 subscribers and you want to get the highest conversion possible. You would fir

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

Combination pro

t start by optimizing the number of people that open the email. This is probably one of the most important steps; after all, how can your sales letter sway people if they do

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

n’t even open the email?

Instead of emailing a sales pitch to all 30,000 subscribers, you would send four or five separate emails to 500 people from the list, each with its

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

own subject line. For the sake of this example let’s say you send four separate emails, so that’s 2,000 emails sent.

You would then track the open rate for each type of ema

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

l. Let’s assume that the four subject lines had the following open rates:

As you can see, there’s qui

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

te a big difference between the best and worst subject lines with respect to open rates.

So you now have a subject line that you can use, now what?

You now test different

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

spects of the email body. There are a number of different things that can be tested including the length of the email, the type of offer, the format of the email, the tone u

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

Following aspects would a

ed in the email, and even the time of day the email is sent.

For this example, let’s say you’re testing the difference between using a soft sell and a hard sell. So, you wo

dd to the challenges in developing combination products:

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

uld send out an email with the soft sell to 1,000 subscribers and then send out an email with the hard sell to 1,000 subscribers – both using the best subject line from your

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

first test – and track the number of sales generated from each. It is important to use a separate tracking code in each email so you know where the sales were generated.

Le

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

’s say that the first email with the soft sell generated 6 sales and the second email with the hard sell generated 2 sales. This would give you a 3.5% conversion rate for 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 first email (17% open rate x 1000 = 170 => 6 sales / 170 = 3.5%) and a 1.17 % conversion rate for the second email (17% open rate x 1000 = 170 => 2 sales / 170 = 1.17%).

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

Professional from academic institutions, pharmaceutical industries, health care indust

ow that you have the highest converting email body and the best subject line, you can send your email to the remaining 26,000 subscribers from your list!

If you’re not conv

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

nced this testing is worth it, just plug the amount per sale you would be making into the numbers above. Use the worst subject line along with the lowest converting email bo

.

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

dy and compare your results to the best subject line along with the highest converting email body. You will be shocked by the difference!

Don’t over-sell your list in an at

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

Companies that provide selfless information through particip

empt to increase your sales. The next time you run an email campaign, remember to follow these effective testing guidelines and skyrocket your conversions - and your profits

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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