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Direct mail costs can be high when there is no definite strategy outlined. However there’s one things that makes it such a r

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

eliable method for bringing in new business, and that’s the ability to test different versions of your sales offer, package

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

Examples of combination products may in

and everything else involved.

If you really want to kill your direct mail business, don’t test. When people complain about

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

the direct mail costs, they are not considering the expense of NOT testing. You need to know what is the cost of acquiring a

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

new customer. That will give you much more flexibility when marketing and testing. If your cost per acquisition is low, the

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

Combination pro

n you have more money to invest in marketing and testing new methods that you would have otherwise not considered.

You can

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

decrease your direct mail costs by applying a little common sense and simply by testing which produces the best response. Le

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

t’s take a look at everything that makes up the direct mail piece… the envelope, a personalized sales letter, the brochure,

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

an order form, the reply envelope and lastly the data.

The most important of all these is the data. Which is your mailing l

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

ist, those that are going to see your offer. Mail out a good offer to a bad list = bad results. Mediocre offer to a good lis

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

= good to great results. See the difference?

You may already have a target audience in mind, for example, doctors. You’ll

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

Following aspects would a

be able to get a list of doctors from more than just one source, and you can test it. You can also break it up into may othe

dd to the challenges in developing combination products:

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

r lists determined by your target audience. Direct mail costs are very flexible as well. The more you do business with a par

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

ticular company, typically they’ll give you some price breaks.

First things first, you must target to get it right. And you

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

only find out if you have it right by testing.

You have so many options, starting with the envelope. You can pick differen

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

t colors, use a stamp, bulk meter (not recommended). You could use different sizes… so much you can test with the letter alo

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

Professional from academic institutions, pharmaceutical industries, health care indust

ne.

For your letterhead, you can change up the material. Textured paper always works best as studies have shown. The number

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

of options that you have at your disposal are unlimited.

Use these methods over time and you’ll see an increase in the eff

.

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

ectiveness of your mailings. You have to always test, even when you think you’ve got the perfect mailing, keep testing. Test

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

Companies that provide selfless information through particip

, test and test some more. Got it?? That’s the best way to keep your direct mail costs down, isn’t that what we’re all after

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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Just Answers - Direct Mail Costs – The Biggest Expense is Lack of Testing

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