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Digg It - 15 Effective Tips for Advertising and Marketing through the Mail - From a South African Perspective
Although many of the best-known catalogues come from large companies, the mail-order business presents incredible
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
opportunities for small businesses with the right blend of products, marketing strategies, prices and target custo
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
mers. To compete successfully the entrepreneur must target a specific market. What does it take to succeed in the
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
highly competitive mail-order industry?
The following guidelines should help:
1. Sele
The following guidelines should help:
1. Sele
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ct or develop the right mailing list; its the key to a successful campaign.
2. Use a pitch headl
2. Use a pitch headl
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ne, one that catches the readers attention by telling them the nature of the offer.
3. Sell a be
3. Sell a be
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
nefit, something of value to the reader in the headline. Use keywords that promote feelings and solutions. "Do not
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
sell me a suit, sell me a chic look and a tailor made fit that will turn heads."
4. Use window
4. Use window
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
envelopes if possible, as they pull in more customers than plain envelopes do.
5. Include attent
5. Include attent
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
ion grabbing teasers on the envelope.
6. Keep the copy as short as possible, but include all the
6. Keep the copy as short as possible, but include all the
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
necessary details. If you use long copy, keep it lively, interesting and believable.
7. Personal
7. Personal
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ise the letter and open it by telling the reader something great (a benefit), repeating it in the body and repeati
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
ng it at the end.
8. Use clean, easy-to-read type and keep the message simple.
9.
8. Use clean, easy-to-read type and keep the message simple.
9.
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ong> Tailor the letters message to the target audiences needs; make your meaning clear.
10. ask
10. ask
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
for action from the reader - return the reply card, call a toll-free number - and make it easy to respond to.
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
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
ong>11. Give the letter a sense of urgency; encourage the reader to respond now.
12. In
12. In
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
clude a postscript at the end of the letter to restate the major benefit or to offer an added incentive. The posts
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
cript is one of the best-read sections.
13. Use splashes of colour to guide the readers eye, bew
13. Use splashes of colour to guide the readers eye, bew
.
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
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
are of over-doing it.
14. Keep the copy specific; do not sell generalities.
15.
14. Keep the copy specific; do not sell generalities.
15.
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
> Always tell the truth, do not lie, trick or distort this will lead to your company developing a bad reputation
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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