Digg It - Internet and Businesses Online

Does the response rate from your direct marketing effort online seem lackluster at best?

Do you get all the website traffic in the world, but your Paypal account remains dry as a bone?

Well...

Do your online clients know an

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

y more than they did when they first visited your site?

If not...

YOU LOSE. Every time. Period.

And more importantly, so does your client. Your site did not I.E.C. What is I.E.C.? Good question.

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

Examples of combination products may in

Inform them.

Educate them.

Compel them to take the next step.

Notice the letter "C" does not say compel them to buy what your offering.

There are a

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

ery few instances where actually buying what your offering is the next step. For the sake of education in this post though, we are going to assume this is not the scenario.

So what is the next step?

A g

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

ood idea is to offer content of some sort. Quality content, not a sales pitch to what your offering. If your content is good enough, then...and only then...will a potential client consider what your offering for sale.

Thi

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

Combination pro

s quality content should be perceived by your potential client almost as valuable as the item your selling.

Let me repeat that...because this is where 90% of online marketer's fail...

This quality content should

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

be perceived by your potential client almost as valuable as the item your selling.

Most website's I visit offer a "special report" or "e-course" of some sort in exchange for your name and email address. Here is a litmus

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

test for that special report or e-course that you can use to determine if it is quality or garbage that needs to be taken out before you drive one more visitor to your page...

It is called the "So what, O

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

K, WOW test."

So What? (-1 point) Just about worthless to you and your client. You probably are doing more selling and less informing and educating before you compel. That, or the content is too

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

basic for your target audience (you do have a target audience, right?).

Ok? (0 points) You almost have something here. You may have caught your reader's interest...but lose them in the following hype about produc

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

t or whatever your trying to sell. Think "How can I change my website visitor's life without them having to pay for it?."

WOW! (1 point) Bingo. You have content that stimulates thinking, gives ideas and spurs cre

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

Following aspects would a

ativity in your potential client. They should be thinking...

"Man, if they give me this much information/product/samples for FREE...I am aching to buy what they have to offer!"

You see the point values

dd to the challenges in developing combination products:

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

bove. Email your freebie to an objective person. Have them review the whole thing, reading it aloud.

If they do not score your freebie with at least 7 Wow's, or 7 points in total, after reading it...then you need to re-work the p

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

iece. If you can score at least 7 points...then your piece is demonstrating enough value to entice someone to read it and react to it.

IMPORTANT: This is where most people who are selling on the

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

web just don't get it. We do not give away information to "agitate" a problem anymore. Give the goods, and the clients will do business with you to see what you "really" have to offer. I promise.

"But Joe, yo

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

said 'Compel them to take the next step' was one of the steps."

Your absolutely right. Your content will get them to the end of your piece, where you become a professional resource to them, right?

So make a resource page a

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

Professional from academic institutions, pharmaceutical industries, health care indust

s your last page. Tell your potential client what the next logical step is to gain further from the piece you just gave them. But most importantly...

Tell them why it is the next logical step. Another spot where

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

marketers leave prospects in the dust. What a shame.

And that next step could be a small sale, to your sales letter for your main front end product etc...

(You do have a back end product to sell

.

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

after they have invested in you, right?)

Then, even if they don't buy, offer more and more valuable content that they were not expecting when they first signed on to your list. The better your surprise...the better your

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

Companies that provide selfless information through particip

secondary response as long as you compel them to take the next step.

So the challenge for you today is...re - evaluate your current "lead in" offer for your own website...and add as much value as you can.

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

Tags

Links

Digg It - Your Internet Clients Can't Find You If You Don't Give Them What They Are Looking For

Related Articles: