E-Folder - Business

It’s just as easy to succeed as to fail in direct mail, so here are a few simple guidelines of what not to do. You’ll probably still find lots of other mistakes to make on your own — but at least you won’t have to make these:

1. Not k

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

nowing your audience - every ad should be to a specific targeted group that you research until you know it intimately. Aim for your readers' personal hot spots, in a writing style and level they're comfortable with. Learn how they feel

; 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 act, and what they like and dislike. Then, craft your style and content specifically to your readership.

2. Mailing to the wrong list - this is probably the most common, and most fatal, error made in mailings. Spend as much time o

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

n researching your list as you do on the creative aspects of writing and layout and on the research about your products, pricing, and offer. Unless the people on your mailing list want or need your product or service, they'll be tough

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

o convince, and probably impossible to sell. If you can't afford to lose the money, make sure you find the time for this.

3. Lack of clear objectives - nothing blurs good writing like not having a specific goal. Make sure you know whe

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

Combination pro

re you're going with each piece you write, and then stay focused. Write your objective first, in the upper right-hand corner of your page, and refer to it often. Stay on target.

4. Price before offer - "Only ?49.95!" No matter what yo

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

're selling, a price has no meaning until readers know what they're getting. Make sure you tell them about your product first. If your number one sales point is your product's low price, you may introduce the price early on in the same

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

sentence. Bear in mind though, that the price is almost never the exclusive selling point.

5. Price before benefits - "Just ?89.95!" may sound like a great price to you for a stereo, but if you present it first - before showing exact

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

y how great the product is - most of your readers will bin your brochure before they even see your offer. You need to tell them what makes your price so great in terms of benefits (what's in it for them.)

6. Wrong price point - there

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

are thousands of theories on how to price your product correctly. Funny, each formula gives you a different answer. There's only one absolutely certain way to set your price: Let the market decide. You do this by testing each price poi

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

t you think will work, and seeing which one brings in not only the most orders, but the most overall profit. That's your price. Simple, isn't it?

7. Inadequate testing - there's no reason to lose big money in direct mail. Everything i

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

Following aspects would a

testable, and you should test small mailings until one is clearly a winner. Then ramp up slowly: Next time, mail to a slightly larger test group. If that works, test still larger mailings. Until you know you're absolutely going to be

dd to the challenges in developing combination products:

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

profitable, just stick with smaller test mailings - so you'll never lose big money. How will you know you'll be successful? As long as you mail the same package to the same list, your results should be the same. Your advertising has a

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

ixed cost whether it brings you three leads or 300, so you owe it to yourself to get the possible return for your investment.

8. Wrong objective - asking for the sale instead of starting the relationship can be a fatal mistake. The ob

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

jective of a small ad or direct mail piece is to get the prospect to call, write in, email, visit your website, or whatever you want them to do. Your objective should be to get the reader to call for additional information (or for your

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

free informational booklet, free report, free sample, etc) Generally, you do not ask for the sale in an ad or a short letter; you ask for an action. Then, offer the product, show the benefits, educate, inform and create the desire.

9.

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

Professional from academic institutions, pharmaceutical industries, health care indust

Wrong headline - the headline is the single most important element of your ad. Solely on the basis of this one line, your reader makes the decision to continue reading - or not to. Write 100 headlines, then pick the best one. (Sounds

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

xcessive, but it really works, I promise). Spend several days on this task.

10. Not telling your readers exactly what you want them to do - you should tell your readers several times exactly what you want them to do. Be specific. Let

.

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

readers know exactly what action you want them to take; tell them, and tell them again. Aim for four times, but a really well written piece could state the action ten time.

11. Forgetting the P.S. - a P.S. at the foot of the page is t

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

Companies that provide selfless information through particip

e second most read part of a direct mail letter after the headline. Use it to reiterate your sales message, it will get read.

12. Unethical behaviour - always be very clear about the opt-out procedures for recipients and stick to them

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

HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.e-folder.org.ua/article/57/e-folder-12-Ways-To-Avoid-Direct-Mail-Rigor-Mortis.html">12 Ways To Avoid Direct Mail Rigor Mortis</a>

BB link (for phorums):
[url=http://www.e-folder.org.ua/article/57/e-folder-12-Ways-To-Avoid-Direct-Mail-Rigor-Mortis.html]12 Ways To Avoid Direct Mail Rigor Mortis[/url]

Chicago? Here are some helpful tips when visiting this wonderful city. Advice about the airport, what to see and how to get around the city are some of topics discussed in this article.

Businesses are looking for ways to increase the value they provide their clients. Social Responsibility is a value that is not appreciated, but is becoming an expectation.

If you are just starting out in construction, the process of bidding may be a little confusing. When you are drawing up an estimate, you are basically calculating the total expense of the project you want to bid on. The first step in creating an accurate estimate is to figure in all of the materials that you will need to complete the job. Contractors depend largely on their reputations. If you use quality materials and give accurate estimates, you will gain a reputation of the highest caliber.

Tags

Links

E-Folder - 12 Ways To Avoid Direct Mail Rigor Mortis

Related Articles: