Subjects - Business

Absolutely. E-letters should be an integral part of nearly every company’s marketing plan. They are both time and cost effective, reaching all of your clients and as many potential clients as you have permission to solicit via email. I am a huge advocate of e-l

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

etters; our company sends one out every month and we receive additional work because of contacts made through our e-letters. Developing e-letters is part of our client services.

So why have I recently talked clients out of using e-letters for their businesses?

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

Examples of combination products may in

Because e-letters are not a quick fix solution. They should be one tactic in an established marketing strategy.

Have a marketing plan If you don’t know where you’re going and what you’ll say when you get there, don’t bother communicating. You need to ha

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

e your company’s branding messages developed.

Mission – The basis for your brand is what your company provides to customers and why should they care.
Visual elements – Logo, identity, tagline, colors. All the graphic elements that stimulate

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

customer recognition and support your Mission.

Message planning – The marketing messages you want to focus on for the next 12 – 24 months.

Tactics – The specific action points that will communicate your brand and message.

Getting you

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

Combination pro

brand in the door One of the big reasons I believe in email as a marketing or branding tactic is because it supports visual recognition. Certainly content is important, but recognition allows the receiver to acknowledge the brand and let the message in. Le

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

t’s give it a quick test right now. Think about Coca Cola. Unless you have never seen their logo, chances are that right now you are visualizing the white script on red background. You let the brand in immediately and now you’re ready for the message.

Well-exe

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

cuted e-letters work the same way. Your letter’s identity is the first image your readers will see and a positive reaction gets you in the door to tell your story. Maximize that opportunity:

Consistently use a masthead, including e-letter name that immediate

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

y connects clients to your company identity.

Use photography and other graphic elements to create excitement. A picture is still worth a thousand words!

Design a layout that is appealing and a format for articles that’s easy on the eyes. Font

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

type and size as well as colors used are a major issue in viewing any written Internet communication. Take various systems into account and test on as many as you can until you are sure your e-letter will display equally well on most servers.

Follow al

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

the rules. Read the Can-Spam Act and use only your own permission based mail list.

Your in, now make it worth their while Once your e-letter achieves entry, give the reader something of value. Do not use an e-letter for blatant advertising or you

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

Following aspects would a

risk losing subscribers. Support your brand with information related to your company’s industry, articles that can inform and educate, even entertain, without a hard sell. For instance, if you are in the automotive business offer topics like “Fill Your Tank Less

dd to the challenges in developing combination products:

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

Often” or “Lease or Buy, Which is Best for You?” rather than directly selling cars.

If no one on your staff has the ability to craft well written articles, hire a professional or use a publishing service that allows reprints of articles at no cost, like ezine

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

rticles.com

Keep articles to 250 – 300 words. If an article must be longer, show the opening paragraphs on your e-letter and link to the full story.

Add humor, points of interest that are relevant to your industry and link articles and photos

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

to appropriate web sites that might be useful to your readers. Our own web site receives the most click thru’s from our e-letter; second place goes to “Cool Site,” a feature about other sites that we like and find very entertaining.

Decide what success l

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

ooks like Reports are available from all e-letter service companies and you should regularly review them to measure the effectiveness of this marketing tactic. We looked at click thru’s to develop future content and bounces to correct addresses. Even more i

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

Professional from academic institutions, pharmaceutical industries, health care indust

portantly, we listen to the feedback we receive and react to it. Our readers know what they like and we think servicing this customer is part of our overall client service objective.

Consistency counts Don’t embark on an e-letter campaign unless you are

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

able to maintain it. We have clients that distribute monthly, bi-monthly and even quarterly. How often is not as important as consistency. Your readers should know what to expect and when to expect it. And this is where we began…why I have talked clients out o

.

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

developing e-letters. If you don’t have a brand identity or marketing plan, if you don’t have the ability to develop content, if you don’t have a permission based mail list, don’t start an e-letter campaign. You will be very disappointed with the results and ab

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

Companies that provide selfless information through particip

andon the effort after one or two issues.

With well thought out planning and focused execution, your e-letter campaign will support your brand and might just be the most cost effective way to communicate with your audience. It will definitely be worth the effort

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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