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Fruit trees provide a useful email marketing analogy. Like fruit trees, different types of customers need to be cultivated in different ways if they are to bear fruit. The problem is th

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

at when it comes to email marketing, most companies treat all their customers the same...providing the same nutrients to all of their fruit trees instead of taking time to understand 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

t what makes an apple tree bear fruit may cause a cherry tree to produce a miserable crop. When you use email marketing properly, you spend your efforts providing each different type of

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

tree with personalized care so each one produces an abundance of juicy fruit.

So before you go ahead and develop that new email campaign, here's a short primer on what you can do to mo

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

ivate the people on your list to click and buy.

Talk to the right group of people.

Many retailers and marketers make a fundamental (and costly) error when they create an email marketi

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

Combination pro

g campaign: they don't know their own customers. I know this may sound obvious, but with email marketing it often gets messed up. What you must realize is that if you want to sell to ev

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

ryone on your list, you'll need to use different approaches.

For instance, you'll want to use a different approach to sell the same product to men than women because as we all know, me

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

n and women are different. You can do this by breaking down your list into different groups based on demographics, buying behavior, lifestyles, or whatever you choose. This gives you th

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

flexibility to target your promotions and offers based on specific customers' needs and desires.

Keep your eye on design.

Eye-tracking is one of the latest (and seemingly greatest) t

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

ols in the email marketers' shed, and the performance gains made by companies that make use of it are real. Using the data accumulated from eye-tracking studies allows you to see how pe

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

ple read your emails and to identify visual "hotspots" where customers look on the page. You can then change your layout and design to improve performance.

When designing your emails i

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

Following aspects would a

's important to remember that most people view email in a preview pane so make sure your offers are prominently placed near the top of the page. But don't place them in the header image

dd to the challenges in developing combination products:

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

the majority of people make use of their email program's image blocking function and studies show they "rarely" or "never" download images.

A few choice words.

Anyone who has worked

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

n print campaigns will tell you that long copy works better than short copy. But with email, less is definitely more. With email you have only a second to engage the reader so it's impo

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

rtant to keep your key message short, focused, and to the point.

Use trigger words that tell the reader they need to "act now" throughout your copy and write it in a style and language

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

your customers are familiar with. Offers and promotions work best when they're big, bold, clickable and placed near the top of the page. The same is true for headlines. Subject lines sh

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

Professional from academic institutions, pharmaceutical industries, health care indust

uld be personalized, kept to 10 words or less, and include an offer or promotion with a specific call to action. The "from" line is also important: if you write from fred@teddybearsrus.

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

om it could be confused with spam; better to use the company name or a name your customers are familiar with.

Test.

One of the great things about email marketing is that it's incredib

.

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

y easy to test and track the results of a campaign. You can even monitor and make adjustments to a campaign on the fly based on customer responses, or even their lack of responses.

Tak

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

Companies that provide selfless information through particip

ng advantage of the latest tracking and analytics software will help you discover what works and what doesn't, and which links get clicked on most and which produce the most conversions

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.diggit.org.ua/article/62368/diggit-Email-Marketing-Dont-Treat-All-Your-Customers-the-Same--Make-It-Personal.html">Email Marketing: Don't Treat All Your Customers the Same - Make It Personal!</a>

BB link (for phorums):
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If you're stuck in the 9-5 corporate world and want more freedom to do the things you want, this articles will explain how you can do so.

Find information about an executive summary, things to address in it, laying out the company’s challenges, and using training classes or a mentor.

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