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I get many e-zines in my inbox every week, and they all offer useful information. But there are some I enjoy more than others.

What do the ones I love have in common?

They feel like they come from a REAL person. These publisher

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

s put some heart-and-soul into their e-zines. They share information about themselves. And because I FEEL like I know them personally, I'm more likely to buy from them at some point.

In the traditional sales world, they call thi

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

Examples of combination products may in

s the "know, like, and trust" factor -- I abbreviate it to "KLT"

I was amazed to find that once I began sharing a bit about ME (the real Ali) in my e-zine, my response rates increased dramatically. More readers wrote me back, mo

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

re clicked on my links, and more bought my products and services.

So, how can YOU put more you in your e-zine? Very easily. Here are a few ideas to get you started.

What's Going on With YOU?

Quick: Think of three things

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

going on in your life right now that you could share with your readers. Have you won an award? Were you mentioned in a national newspaper? Did you pull a hamstring doing Tae Bo? Are you teary-eyed because your daughter's wedding

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

Combination pro

is right around the corner? These are all events your readers can relate to and will appreciate you sharing.

One e-zine I used to get a real chuckle out of was Dave Balch's "Big Bucks in a Bathrobe." (Unfortunately, his busines

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

s has changed so he no longer publishes it.) In each issue, Dave not only shared useful information on running a profitable business, but also hysterical stories about "life on the ranch." Dave and his wife own many animals, incl

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

uding horses, dogs, and "the parrot that just won't die." Whenever I saw Dave's e-zine in my mailbox, I read it right away because I knew it would brighten my mood.

Reach Out for Help

Have a question you'd like answered?

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

Why not ask your readers for help? Example: In 2005 I bought a new VW Beetle Convertible, and in my e-zine I asked my readers who had owned convertibles to share their tips on how to care for them.

You wouldn't believe how many

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

people wrote me back, telling me about their own cars, how much they love them, and what new convertibles they recommend! I was delighted with the response.

Readers also love quick polls that allow them to give you their opinio

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

. For multiple choice answers, I have used www.SurveyMonkey.com. It's free for up to 100 responses, and reasonably priced for more. For single question and open-ended answers, use www.AskMyEzine.com

Give Us the Picture

P

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

Following aspects would a

hotos help your visitors and your e-zine readers feel closer to you instantly -- it's as if they know you better than before.

Unless you're ugly as a toad, a decent photo will only help your sales. (Remember you're building the

dd to the challenges in developing combination products:

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

KLT factor.) If you publish an HTML e-zine, put your photo in your top banner if you have room.

Also don't be afraid of sharing photos of your family, pets, business associates, etc. (I post mine at a personal blog which is FREE

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

to create at www.blogger.com.) You'll be surprised how often your readers will click-through to see them. Example: "Click here to see me in action at my first swing dancing competition!"

After taking my course, one client of mi

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

ne decided to share a photo of his pet pug, and he said his readers went NUTS! They wrote him back with photos of their dogs and it opened up a new level of communication for him with his subscribers.

Don't Be Afraid to Have

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

Opinions

Real people have real opinions. So voice yours, and people will perk up. I've found that my readers often respond best when they're provoked and encouraged to see things in a new light.

If some don't agree with you

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

Professional from academic institutions, pharmaceutical industries, health care indust

(and some won't), their response can lead to a brand new discussion or article topic. Remember, if someone takes the time to write you back to disagree with anything you've said, be happy. It means they're actually reading your

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

e-zine!

Where, and How Much?

A great place to put this personal information is at the beginning of your e-zine in an "editor's note" or "welcome message." This welcomes the reader with a warm greeting from you and is the

.

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

perfect spot to share these positive, personal tidbits.

Once you get the hang of giving more YOU to your readers, you'll come to enjoy the art of sharing and the increased reader-interaction it brings. Just make sure that it do

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

Companies that provide selfless information through particip

esn't take over your e-zine. The bulk of your content should still be your main article, list of tips, etc. Think of your personal information as the introduction that leads up to the main event!

(c) 2003-2007 Alexandria K. Brow

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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BB link (for phorums):
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