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What's in a name, a newsletter name?

When I wrote a plan for my e-mail newsletter, developing a name was a critical part of the planning process.

To develop it, I used a strategic app

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

roach. In other words, worked backward from my objectives to produce a newsletter name that would help me achieve those objectives. Of course, you might also consider other methods...

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

Examples of combination products may in

ther Newsletter Name Methods

For example, the two-column menu method. Take a word from Column A, let's say the company name, and a word from Column B, perhaps one of the standards like

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

Gazette, or Chronicle, or Times. That gives us a utilitarian newsletter name like The Acme Gazette (assuming Acme is the company name).

Then there are reader contests. They work well

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

or employee newsletters and member newsletters because readers get involved, making them feel they're part of the newsletter.

Or how about the clever method? Using brainstorming and cr

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

Combination pro

eative thinking; the outcome a clever play on words or concepts.

And, then there's the benefits approach, a good tactic for customer newsletters. Take the product name plus a word or p

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

rase that describes its most important benefit, and you've got a high-potential newsletter name.

The Strategic Newsletter Name Method

I decided, though, to use the strategic approach,

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

which builds on objectives, and that seemed appropriate since this newsletter would explore the strategic side of organizational communication.

The newsletter has three objectives:

1

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

Supporting sales of my book, A Manager's Guide to Newsletters, by directing readers to the book's website,

2. Creating additional streams of revenue by selling ads in the newsletter,

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

and

3. Associating my name (Abbott) with the idea of strategic communication.

Let's start with an easy one, objective 3, which calls for building an association between my name and th

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

concept of strategic communication. So, my last name, at least, should go into the newsletter name.

Second, every newsletter or e-zine name should include some functional information.

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

Following aspects would a

That way readers get an immediate idea of its content. Objective 3 refers to communication so the word 'communication' should get into the title.

That also helps me connect with object

dd to the challenges in developing combination products:

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

ive number 1; as you will have noted, the subtitle of the book is Communicating for Results.

But, should it say communication, or more specifically strategic communication? Obviously t

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

e latter describes the content more precisely, but, the newsletter will be distributed by e-mail, so shorter is better. Second, the idea of strategic communication is a relatively uncom

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

mon one, and might reduce advertising sales (the second objective).

Focusing on objective 2, it helps if the type of medium (in this case a newsletter) is immediately identifiable. But

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

should I call it a newsletter, or should I call it an e-zine, which refers to an online newsletter or magazine?

I prefer 'newsletter' because my target audience is comprised of manage

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

Professional from academic institutions, pharmaceutical industries, health care indust

rs, who spend a limited amount of time online, and may not know what 'e-zine' means.

But, the length of the word 'newsletter' is an issue, because we want the name to fit in the subjec

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

line of an e-mail reader. So instead of 'newsletter,' I went with just 'letter.' That also adds a degree of personalization, because letter suggests a one-on-one relationship.

Pulling

.

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

the pieces together I end up with Abbott's Communication Letter. I think the name satisfies all the objectives, and aptly describes a newsletter that explores how managers can use comm

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

Companies that provide selfless information through particip

nication to help achieve their goals.

When you start looking for a newsletter name, think strategically before making a final decision. Not all newsletter names have the same potential

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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