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When making a business sales letter, the primary goal is, obviously, to make a sale. However, focusing on this bottom line is ultimately what causes a lot of business sales letters to fail, simply because customers feel that t

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

he letter is all about trying to separate them from their hard earned money. The best business letters are made by people who believe in their products and know that it is actually to their customer's benefit to use it over ot

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

Examples of combination products may in

her competing products. Building on this basic rule, there are 7 factors to consider when making a business letter that will let your customers know that, while you ARE out to make a profit, it will be based on THEIR satisfact

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

on with your product.

Target Market Type - consider the demographics of your intended market. Know how they think, how they talk, what they need, how much of a budget they generally have, and what benefits they can find in us

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

ing your product. This knowledge makes it easier to tailor a sales approach that they can relate to. Using fancy words or "business jargon" when your target market is mostly composed of people who haven't studied economics, fo

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

Combination pro

r example, will only serve to overwhelm and confuse them.

Product Details - know your product intimately. This does not mean that you have to blab about the endless hours of research that went into making your product superio

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 others, or the incredibly high tech materials and construction methods that went into making it. Intimate product knowledge from a consumer point of view boils down to one thing: What can your product do for the buyer?

Pr

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

oduct After Sales Support - if your product provider has after-sale support options, be sure to include those as some of the advantages of buying what you have to offer. Customer service lines, extended warranties, and even ho

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

me service options are things that show the customers that you will still be there for them even AFTER you've made a sale. This also imparts a measure of faith in the product that it won't simply break down a few months or eve

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

weeks after purchase.

Selling Approach - the most effective selling approach is to remain customer oriented. By focusing on your buyer's needs, you increase the likelihood that they will prefer to buy what you have to offer

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

over the competition. However, you also have to consider HOW your target market thinks and communicates; some demopgraphics prefer elaborate statements, others value a sense of humor, still others prefer terse and straight to

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

Following aspects would a

the point presentations. Know how your customers generally communicate and make your style suit them.

Layouting - a good visual presentation is one of the keys to any good document. Layouting is essential in any letter becaus

dd to the challenges in developing combination products:

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

it makes the document catch the eye at first glance and makes readers willing to see what you've got. Beyond the looks, however, layouting also involves the order and manner in which you present your information. A graphicall

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

y stunning letter that has poor layouting when it comes to presenting information will still fail. Be precise and orderly in your presentation of facts.

Timed Response Incentives - this is a fairly classic method of getting a

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

quick response from a customer. The most common places you'll see this will be on shopping channels, with announcers saying something like "order within the next 30 minutes and get a 10% discount". Timed response incentives i

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

business letters should be similar BUT should offer greater leeway for customer response to special promotional discounts. The failure of shopping channel program's approach is that customers feel pressured to buy NOW, which

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

Professional from academic institutions, pharmaceutical industries, health care indust

makes them think that all the company wants is their money, period. Promos on sales letters should have a much more relaxed time table, like "We're having a 10% sale all of next week, from 12:00am X date to 12:00pm Y date. Fee

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

l free to drop by and look our products over."

What Should They Do Next? - Lastly, customers HATE being left in a lurch if they wind up liking what a product has to offer but get little or no information on how to actually go

.

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

about buying the product. Always include extensive contact info on the letter that lets them know the fastest and easiest ways to get in touch with you when they want to ask questions or buy something. If you have several cont

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

Companies that provide selfless information through particip

act numbers, try splitting them off into several types as well and include these in the letter, like a "product inquiry" number, another for making personal purchases, another for bulk purchases and/or potential retailers, etc

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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If your business is like many other traditional cleaning companies, you started by cleaning an office, apartment building, retail store or other commercial building. Adding additional clients may have included more office buildings, medical clinics and perhaps even expanding into manufacturing facilities. But have you stopped to think about expanding into residential cleaning?

Next time you have a product presentation to make, why not use a tool that can deliver you from the hell of stale concept presentations. It's called storytelling.

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