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The recent announcement that AOL and Yahoo! will start charging e-mail marketers postage per thousand e-mail messages delivered, via the pay-me-to-deliver-email Goodmail program, is rocking e-mail marketers all around the world and at the same time m

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

aking die-hard RSS fans proclaim the death of e-mail marketing.

It's certainly a fact that AOL and Yahoo! announced they'll start implementing the above mentioned pay-me-to-deliver Goodmail program and charge $2.5-$10 per thousand emails sent to guar

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

Examples of combination products may in

antee delivery.

But what does this really mean for e-mail marketers? Is it the end of the world as we know it? And is RSS really poised to take the throne for direct content delivery and direct marketing?

A] IT'S NOT THE END OF THE WORLD AND CERTAIN

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

Y NOT THE END OF E-MAIL MARKETING

While e-mail postage will certainly increase e-mail delivery costs, it's still too early to say whether it's actually going to drive ROI down.

Depending on your own e-mail metrics, the increase in delivery might act

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

ually help you increase your ROI, even considering the increased e-mail campaign costs. This is by all means certainly a time to start carefully analyzing your e-mail metrics and calculating what these changes might mean specifically for you, before y

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

Combination pro

ou actually start getting worried.

It's now also finally a fact that website optimization, to ensure increased visitor-to-customer conversion rates, will become paramount to reaching online profitability.

The important point right now is that you st

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

rt measuring and analyzing, finding ways to adapt to the coming changes in the world of e-mail marketing. It's not the end of the world, but simply another issue to adapt your marketing to.

B] GET STARTED WITH YOUR RSS MARKETING PROGRAM

But adapting

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

to the new rules of internet marketing is not only about optimizing your e-mail programs and your website conversion rates, but also finally getting started with RSS marketing, if you haven't done so yet.

For those new to RSS, the simple explanation

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

is that RSS is a tool that gives you the benefit of 100% content delivery, without any problems associated with spam and other filters, such as the one that AOL and Yahoo! announced they'll start using. And the best thing about RSS is that it can eve

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

be free to implement and certainly free to deliver.

But if you haven't started with your RSS marketing program yet, now is most certainly the time.

First, consider these tactics for integrating RSS marketing with your existing e-mail marketing prog

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

rams:

1. Use RSS to announce each new issue of your e-mail e-zine, which you make available in full on your website.

2. Provide a separate RSS feed for the articles you publish in your e-mail e-zine and get them to your subscribers as soon as the ar

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

Following aspects would a

ticles become available, without them having to wait to receive them in your e-mail newsletter. The same goes for your news section, if you have one.

3. If you publish much content in different topic categories in your e-zine, provide a separate RSS

dd to the challenges in developing combination products:

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

eed for each of those topics. Take another look at the elements we listed above that a typical e-zine might include. Each of those elements could in fact become a stand alone RSS feed.

4. If you're doing e-mail autoresponder marketing, provide those

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

very same autoresponders as RSS feeds, allowing your visitors to subscribe either to the e-mail or RSS delivery channels to receive the very same content.

5. If you have your own affiliate program, make sure that your affiliates can also subscribe to

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

your affiliate notices via an RSS feed, not just e-mail. Basically, all you will be doing is duplicating the same content you're sending out via e-mail in an RSS feed.

6. If you're sending out special notices or updates to your existing customers vi

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

e-mail, create a special limited-access RSS feed to deliver those same updates via RSS as well.

More information on integrating RSS and e-mail is available here: http://rssdiary.marketingstudies.net/content/rss_and_email_1_how_they_can_work_together

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

Professional from academic institutions, pharmaceutical industries, health care indust

.php

These are of course only some of the options for using RSS in your marketing. To get the most from this channel you will in fact need to implement the entire 7-step RSS marketing plan:

1. Start Using RSS as an End-User

2. Plan Your RSS Feeds

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

3. Create a List of RSS Marketing/Publishing Requirements

4. Use this List to Choose an RSS Publishing Tool and Create Your First Feed

5. Correctly Promote Your RSS Feeds through Your Own Channels

6. Promote Your RSS Feeds Through External Channels

.

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

7. Implement RSS Metrics and Your Own Content Syndication Program

You will get more free information on the 7-step RSS marketing plan with all the specifics here: http://rssdiary.marketingstudies.net/content/the_7step_rss_marketing_plan.php

C] BECO

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

Companies that provide selfless information through particip

ME A MULTI-CHANNEL MARKETER

And in the end, don't forget that multi-channel strategies work best. This simply means that you shouldn't use ONLY e-mail or ONLY RSS, but rather use them, and all the other channels, together.

Copyright 2006 Rok Hrastni

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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We see many companies still suffering from the traditional struggle between the marketing silo and the sales silo inside their businesses. Is this happening in your firm? It doesn’t have to be that way. Frequently, marketing and sales spend too much time and energy competing with each other for resources and a CEO’s attention, as opposed to taking a more enlightened approach: focusing on integrating their efforts in order to optimize the company’s overall revenue growth.

For mortgage brokers and loan officers looking for internet mortgage leads, you will find that there is quite a variety to choose from. But which is the best mortgage lead for you?

Are you building and using an email listt? If not, you're potentially leaving money on the counter -for someone else to pick up.

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