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The best way to measure your success in direct mail donor acquisition is to examine your cost to raise

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

a donor rather than your cost to raise a dollar.

Your cost to raise a dollar is a perfectly valid me

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

Examples of combination products may in

tric in direct mail fundraising, of course. By dividing the cost of your mailing by the gross income,

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

you arrive at a number that helps you compare different mailings, compare results across different yea

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

s, and compare fundraising methods (such as direct mail versus banquets versus telephone fundraising).

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

Combination pro

But acquisition mailings are different than other fundraising letter mailings in one major respect—y

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

ou are aiming to raise donors first, donations second. An acquisition mailing cannot be considered a s

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

ccess if it acquires no new donors, regardless of how much money it brings in.

That’s why you need to

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

measure your cost to raise a donor, and watch that number over time to see how it fluctuates when you

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

mail to new lists or mail new acquisition packages.

You calculate your cost to raise a dollar by div

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

ding your net cost by the number of donors acquired. Let me illustrate.

You mail 1,000 packages at a

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

Following aspects would a

cost of $1 each.
Total cost: $1,000

You generate a response rate of 1%.
Total new donors ac

dd to the challenges in developing combination products:

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

quired: 10.

You raise a total of $750.
Which means you don’t cover your costs (common in direct

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

mail donor acquisition).
So your net cost is $250.

Your cost to raise a dollar is $1.33.
Y

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

ur cost to acquire a donor is $25.

If this sounds like an expensive way to attract new donors, rememb

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

er that donors acquired through the mail tend to repay the cost of their acquisition with repeated gif

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

Professional from academic institutions, pharmaceutical industries, health care indust

ts over time, provided that you acknowledge their gifts promptly and personally, appeal to their inter

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

sts, and mail them often enough.

When you compare the results for your donor acquisition mailings ove

.

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

r time, you’ll discover that some lists perform better than others and some packages perform better th

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

Companies that provide selfless information through particip

an others. Your goal is to find the lists and packages that acquire the most donors at the lowest cost

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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