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Permission-based email marketing is an effective way for your business or organization to sell to known prospects, send out an email newsletter, and build customer loyalty.

An ESP is a service that hosts email marketing services on their

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

servers, which are specifically optimized for this purpose. While you control your email marketing account and send out emails using a Web browser interface, the ESP’s servers and Internet connections do the heavy lifting. If you tried to

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

Examples of combination products may in

send bulk emails through your regular Internet Service Provider (ISP), your campaign could be blocked, as regular ISPs are not set up for—and sometimes prohibit—bulk mailings.

An ESP also provides detailed reporting on the results of your

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

email campaign: delivery success rates, email open-rates, and link click-through rates. You should even be able to see which of your subscribers performed these actions. Good reporting is an invaluable feature as it helps you measure the

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

ffectiveness of your email marketing campaigns.

Most ESPs also make it very easy for you to comply with the CAN SPAM Act regulations. For example, an ESP should automatically include an unsubscribe link in every email sent through their s

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

Combination pro

ervice (and automatically remove these addresses from your lists), as well as verify that all emails are sent from a valid, working email address. Most ESPs also require you to send only to lists of subscribers that have opted-in

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

to receive emails from you.

ESPs allow you to execute professional, organized email marketing campaigns. Now, what should you look for in an ESP to make sure you choose the right one? Here are some criteria to consider:

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
>Private IP address. The IP address from which an email is sent is like a phone number; it indicates the origin of an email. Just like you would not share a phone number with a large group of strangers, you do not want to share an
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
IP address with other customers at your ESP. If your ESP makes you share an IP address with other customers, too many spam complaints against another customer could get your shared IP address blacklisted by a major ISP. This would prevent
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
your emails from being delivered, and it can take time for your ESP to get the IP off the blacklist. Be sure your ESP can provide you with a private IP address.
Customer support and training. Your ESP should offe

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

r both online and phone customer support and training.

Robust infrastructure. Make sure your ESP has multiple, high-speed connections to the Internet through more than one source and hardware redundancy. This ens

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

Following aspects would a

ures reliability if one of the Internet connections fails or there is a hardware failure. Ask prospective ESPs about their infrastructure. This is important because a lot of ESPs will offer “click-tracking” tools. The click tracking will r

dd to the challenges in developing combination products:

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

quire that the links go to the ESP first, and then it is redirected to your web site (that’s how it can track the click). There would be nothing worst than sending to your valuable prospects and customers and having the ESPs servers go dow

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

n. The people reading your emails won’t be able to click through!

Good reporting. The ESP should offer a variety of user-friendly reports: deliverability success, open-rates, and click-through rates.

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

TRONG>CAN SPAM compliance. Your ESP should require customers to comply with the CAN SPAM Act and make it very easy to do so.

List Segmenting. Your ESP should enable you to segment lists by demographic an

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

d other criteria, Targeting subsets of your list with content relevant to them leads to more successful email marketing campaigns.

A/B testing. It is important to have the ability to test different versions of yo

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

Professional from academic institutions, pharmaceutical industries, health care indust

r email to find what works. A/B testing is a way to test your email content, subject line, etc., to see which version gets the best results. Often this involves randomly splitting up the list and comparing results, and your ESP should be a

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

ble to provide this functionality.

Free trial. Most ESPs offer a free trial. Do a test drive to see if the service meets your needs.

No term contract. Do not sign up for a service that

.

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

requires anything beyond a month commitment. If you are unhappy with your service, you should be able to cancel and switch services at will.

Pricing Plans. ESPs host your email list on their servers. Some charge

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

Companies that provide selfless information through particip

a monthly fee based on the number of emails on your list, while others charge a monthly fee you based on the maximum number of emails you think you will send per month. Be sure to choose a pricing structure that fits your needs.

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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