Digg It - Internet and Businesses Online

One morning this past fall, I was going through my e-mail inbox, relentlessly deleting junk mail. As you're likely well aware, many spam messages ar

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

e made to look like they're from a real person.

One name briefly caught my eye: "Jeff Bezos." But because I was in furious deletion mode, I did

; 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 recognize it. Also, it had a salesy subject line: "New Apparel Store Now Open." So I hit the delete key.

A few minutes later, it occurred to

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

me that I knew that name -- Jeff Bezos is the CEO of Amazon.com. I rescued the message from my delete folder and opened it. Turns out it was an ann

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

uncement to all Amazon Associates (affiliates) about the opening of Amazon's new online apparel store.

What was wrong with this promotion? (Whi

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

Combination pro

ch was unusual for Amazon, by the way.)

This e-mail should have been sent FROM an address that included the name "Amazon" in it, because as an

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

mazon affiliate, I'd never before received an e-mail that was from a personal name. Also, the subject line made no indication the message was from A

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

mazon. So it was a prime target for that delete key!

So ... whom should YOUR e-zine be from? You, or your company name?

The answer depends

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

on whom your readers are familiar with and whom they're expecting to hear from.

SOLO PROFESSIONALS

If you are a sol

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

o professional and work on your own (e.g. coach, consultant, freelancer, practitioner), then your clients and prospects are familiar with YOU. You A

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

E your brand. So make sure YOUR name is in the "FROM" field of your e-zine when it's sent out.

BRANDS and LARGER COMPANIES

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

Following aspects would a

If you're the marketing person at a larger company who's sending out the e-zine, make sure the FROM field of the e-mail message has your COMPANY NAM

dd to the challenges in developing combination products:

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

E.

Like in my Amazon example, your customers/clients are familiar with your company's name and not you personally.

Another example: Say yo

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

r name is Suzy Q and you're the marketing manager at Clinique's corporate office. If you send out your e-zine from "Suzy Q", many of your recipients

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

may delete your message without blinking, since they'll have no idea who you are.

However they WILL instantly recognize your e-zine if it come

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

from "Clinique" and also includes a related subject line.

Now, if you're a solo professional who's trying to build a brand name

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

Professional from academic institutions, pharmaceutical industries, health care indust

that's not your own personal name, you should do this as well. For example, my e-zines are from "E-zine Queen."

BUT WHAT ABOUT

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

HE CONTENT?

Whether you represent yourself or a larger company, it's still best to make your e-zine FEEL like it's from an individual when it c

.

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

omes to the content itself.

So think about who you want this person to be -- it may be you, it may be someone else in your company. Having the

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

Companies that provide selfless information through particip

ontent be written from a real person will make your e-zine a more personal (and therefore effective) communication.

(c) 2002 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

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.diggit.org.ua/article/63677/diggit-Who-Is-Your-Ezine-Really-FROM.html">Who Is Your E-zine Really FROM?</a>

BB link (for phorums):
[url=http://www.diggit.org.ua/article/63677/diggit-Who-Is-Your-Ezine-Really-FROM.html]Who Is Your E-zine Really FROM?[/url]

The best way to measure your success in direct mail donor acquisition is to examine your cost to raise a donor rather than your cost to raise a dollar.

The importance of being able to read a sales situation and act accordingly is discussed.

Audio streaming can be one of the most influential things you can do to your site to increase its conversion rate. Many people like the element of audio; of course you have to test everything you do. Some audiences respond better to audio than others. It is also a fact that many people round the world are unable to read, or at least to read enough to get the message of a sales letter. Nevertheless, they can hear you speak, and are therefore more likely to respond to a vocal message than a written one. It is estimated that as many as 14% of adults in the USA are functionally ....

Tags

Links

Digg It - Who Is Your E-zine Really FROM?

Related Articles: