Digg It - Internet and Businesses Online

Are your e-mail response rates dismal? Unfortunately that’s the nature of the online environment today. Recent statistics show that over 50% of the tens of billions of e-mails sent daily are

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

spam, and the top Internet Service Providers are blocking almost 25% of permission-based e-mails. These are staggering numbers for business owners relying on e-mail as a marketing tool.

Is t

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

Examples of combination products may in

here anything you can do to keep this from happening to your e-mail campaigns? Absolutely. You can significantly improve your deliverability, open rates and number of responses by addressing

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

three key issues:

• Getting past the spam filters

• Attracting your reader’s attention with a value-focused subject line

• Offering an e-mail that is short and succinct

Here are 6 key tip

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

s to help you accomplish these challenges.

1. Get permission

Permission-based e-mails don’t guarantee deliverability, as the statistics above confirm, but your success rate will certainly b

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

Combination pro

e higher than without permission. Also, once you have established a relationship with someone, ask them to put you in their address book. This is the single most important thing you can do to

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

increase deliverability.

2. Focus on your Subject Line

This is critical to get your message opened. You have only a few seconds to get the reader’s attention before you’re clicked into the

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

garbage pile.

• Focus on Value. Give the reader a compelling reason to open your message before deleting it and going to the next one. You will sabotage your efforts if you only use generic

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

information. For instance, if you’re sending a monthly newsletter with valuable home maintenance tips, don’t use “March Newsletter” as your subject line (I receive numerous newsletters just

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

like that). That won’t entice anyone to open it. However, if your subject line reads “6 home maintenance tips that add value”, you’ll get a much higher open rate.

• Front-load your message.

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

Some recipients don’t see the entire subject line due to shortened screens. Make sure your most valuable part is not cut off.

• Pay attention to the spam triggers. All CAPS, excessive punctu

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

Following aspects would a

ation, repeated phrases and specific words/phrases trigger the spam filters. (Note. The trigger words and phrases are continually changing. To keep up-to-date, I recommend a newsletter that o

dd to the challenges in developing combination products:

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

ffers advice and guidance on e-mail marketing and other online issues. Subscriptions are available for free at www.wilsonweb.com.)

3. Tighten up the body of your message

Avoid long blocks o

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

f copy by limiting paragraphs to no more than three or four sentences. Most people scan e-mails quickly because they’re forced to deal with so many. Use numbers and bullets to make it easy fo

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

r the reader to focus (if you’re technologically challenged like me and don’t know how to use html code, you can simply type in the numerical digits or copy and paste a “bullet” symbol from a

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

word document).

4. What’s on the screen?

Do not put large graphics or a giant masthead on top of your e-mail. You’re wasting valuable space. And include your most valuable content first, s

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

Professional from academic institutions, pharmaceutical industries, health care indust

ince the latter part of your message probably won’t be viewed without scrolling. Send yourself a test and discover what you see in your preview pane.

5. Select appropriate font colors

Avoid

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

colors like yellow, fuchsia, aqua and other colors that are hard on the eyes and score higher on the spam filters.

6. List Maintenance

Keep your lists up-to-date. Delete undeliverable addr

.

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

esses and “bounces” before mailing again since not doing so can negatively impact future deliverability. You can make your job easier by including easy-to-follow unsubscribe instructions with

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

Companies that provide selfless information through particip

every single message you send.

100% e-mail open rates are probably not realistic given the current online environment. But you certainly can improve yours by following the above guidelines.

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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