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If you want to increase the number of people who read your email fundraising letters and email newsletters, put today's

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

headlines in your email subject lines.

Paris Hilton is in the news right now because she is in jail right now. She's be

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

Examples of combination products may in

hind bars because she drove drunk while her license was suspended for drunk driving. Mothers Against Drunk Driving made

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

good use of Paris Hilton's celebrity status and newsworthiness in an email appeal dated May 13, 2007.

Their subject l

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

ine? "Help MADD stop the 500,000 Paris Hiltons."

Here is the opening of the email:

"Help us raise $500

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

Combination pro

,000 keep our roadways safe and support victims of this violent crime, especially those who drive while suspended.

"The

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 has been a news explosion over the fact that Paris Hilton drove drunk, had her license suspended, and then continued

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

o drive anyway. What has not been mentioned is that she is one of 500,000 people do this same thing each year; studies

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

shown that 50 to 75 percent of people who have their license suspended for drunk driving continue to drive without a 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

icense and many of them are continuing to drive drunk. We are trying to raise $500,000 by the end of June to combat the

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

se 500,000 unsafe drivers and we need your help."

As you can see, MADD did three things right with their

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

Following aspects would a

subject line.

1. They tied it to a celebrity who draws massive media attention and who is in the news today.

2. They ti

dd to the challenges in developing combination products:

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

ed that celebrity to an alarming statistic (500,000 drunk drivers yearly), making that statistic more dramatic and concr

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

ete, less abstract.

3. They tied that alarming statistic of 500,000 drunk drivers with their campaign goal of raising $50

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

,000. Very clever.

Amnesty International did the same thing during the week that a new movie about the illegal diamond

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

trade appeared in theatres. Their subject line: "Go see 'Blood Diamond' this weekend."

Covenant House tied current even

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

Professional from academic institutions, pharmaceutical industries, health care indust

ts with their May 2007 appeal with this subject line: "A Gift of Love on Mother's Day."

Greenpeace did the same thing a

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

t Christmas 2006 with this subject: "Green holidays, your campaign to save the whales, enviro art and much, much more.

.

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

"

Like everyone else, donors like to read about what's new. And nothing is as new as today's news. So tie your email me

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

Companies that provide selfless information through particip

ssage to a breaking news story, put that in your email subject line, and you'll boost your open rates, and clickthroughs

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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