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I've been in the ezine publishing business since 1998.

I started out in the early days with short, text emails directing my readers to my web site for articles and tips I thought would be of interest to them.

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

It was a crude beginning.

I used Microsoft Outlook and managed my list manually. At the time it was all I knew and you know what? It worked! For over five years I generated 100% of my small business marketing consu

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

Examples of combination products may in

ting clients from referrals that I tracked directly to those email messages.

Those messages enabled me to maintain contact with people I am confident I would have lost touch with otherwise. And to keep them posted on wha

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

t I was doing as well as to help them by sharing useful small business marketing information and tips.

So when I was ready to launch a new small business marketing business in 2004, you can bet I turned to email marke

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

ing.

I've learned a lot about successfully publishing an ezine and using email marketing as a client attraction and relationship building tool in the past seven years.

Here are 5 tips to help you be more successful

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

Combination pro

with your ezine:

(1) Publish in html format so you can track your sent/opened ratio.

Some Internet gurus will argue that you should only publish text messages; that if you publish in html your ezine will get caug

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

t in spam filters. And, too many people can't or don't want to receive graphic-intense html email. I disagree. Html ezines are easier to read, they allow you to include images so they are more interesting, and best of all

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

they enable you to track your sent/opened ratio.

If you want to see how many of your subscribers are reading your ezine every week, you need to be able to track your sent/open ratio. This can help you determine what su

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

ject lines are most effective and what content your readers are most interested in.

(2) Use a program that has MIME capabilities so 100% of your subscribers can receive your messages.

If you're going to publish

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

in html, I highly recommend you use a program that allows you to also publish a text version of your ezine. Use a program that has MIME capabilities - this allows you to create both an html and text version of your ezine.

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

Your subscribers' computers determine which version gets delivered based on their preferences. This allows you to publish in html but also have a back up for those subscribers who don't want or can't receive html messag

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

Following aspects would a

es. It's the best of both worlds.

(3) Use email marketing software or an autoresponder program to manage your email marketing - Don't try to manage it manually.

There are many programs available, some are even

dd to the challenges in developing combination products:

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

ree, that you use can use to manage your list, your opt-ins and your unsubscribes. It's not only time consuming to try to do it manually, it can get you in trouble. You don't want to be sending out emails to large groups

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

through an email program like Microsoft Outlook, or you may be accused of sending spam.

Spend your time writing great articles that your readers can benefit from and leave the subscription and broadcasting management jo

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

s up to a software program designed to do just that.

(4) Always run your messages through a spam-checker before sending them to ensure deliverability.

Even if you write to avoid typical spam trigger words, it's s

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

till important to run your ezine through a spam checker before you send it out. This gives you the chance to edit out any problem words so you can increase the odds your ezine will be delivered to 100% of your subscriber

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

Professional from academic institutions, pharmaceutical industries, health care indust

ist.

(5) Always write content that is of high interest to your readers. If you're not sure what that is, ask your readers to tell you.

Of course your ezine is a marketing vehicle, but if you lean too heavy on the

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

marketing and don't include enough valuable content, your subscribers won't stay on your list very long. Be sure to consistently include articles, tips and information that are of high interest to your readers.

And mak

.

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

sure the information is consistent with the content on your web site and what you promised to give them when they subscribed. Keep your marketing to less than 50% of your total content and you'll maintain a fair balance

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

Companies that provide selfless information through particip

of free information and promotion.

Reading your ezine helps them get to know you as well as building trust. And those who know and trust you are a lot more likely to purchase from you.

(C) 2006 Copyright Debbie LaChus

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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