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Autoresponders are, without a shadow of a doubt, one of the most powerful and important tools available to anyone marketing on the internet today. They allow you to automatically send out a sequential series of email messages to prospects who have sign

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

ed up to receive your information and who you therefore know are interested in what you’re offering.

They make it easy to build a relationship and establish interest and trust with your prospective customer or recruit and they minimise the amount time

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

Examples of combination products may in

you need to devote to busy work. By the time your prospect has got through your series of messages, if they feel the need to make further contact with you prior to making a decision, you are at least assured that they are sufficiently interested to mer

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

t your manual input and the time taken to communicate.

It depends very much on the type of product, service or opportunity that you’re marketing but it is generally accepted that somewhere between 5 and 9 “contacts”, or messages, are required before a

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

customer is comfortable enough to make a decision. Seven is often quoted as the ideal number but it does vary and this should not be taken as gospel.

I am constantly surprised by the number of marketers, some of them very experienced, who load up thei

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

Combination pro

autoresponders with 7 messages, capture the email addresses of interested parties, send them their message series and leave it at that. If that’s what you’re doing then there are a couple of very simple tweaks you can make to improve your return on th

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

time and money you spend to collect those valuable email addresses.

The first is simplicity itself and requires very little effort on your part – no need to even change your message series. Let’s assume that your message series consists of the standa

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

d 7 and that this suits the type of product your promoting perfectly well (it probably does). You send out these messages spaced one day apart over the course of a week, messages 1 to 5 are probably largely informative and messages 6 and 7 may well con

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

ain a “call to action”, possibly with a sense of urgency being introduced – although you may have introduced a call to action earlier in the series depending upon the product type.

Your prospects go through this series of messages and a percentage of

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

hem will take your advice and sign up for whatever your promoting. The majority of them won’t – that’s just statistics I’m afraid.

However, you can increase your sign up rate by something as simple as introducing an eighth and ninth message. Send mess

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

ge 8 a week after they receive the last in the main series of messages and send message 9 about 3 weeks after message 8. Just give them a gentle reminder about your offer and see if they’re still interested. Keep the wording generic and don’t repeat a

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

Following aspects would a

ard sell – your original message series should have done all the selling – this is just a reminder.

This is a very simple technique and if it seems obvious to you – congratulations, you clearly know your stuff. Nevertheless, you’d be amazed at how man

dd to the challenges in developing combination products:

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

marketers omit this easy memory jogger. Speaking from personal experience, I get about 20% of my signups this way, either after message 8 or 9. Some prospects were waiting for pay day, some were going to do it after they came back from holiday, some j

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

st plain forgot. Whatever reason they may have had for not signing up at the first or second call to action, this technique boosts my return by 20%.

The second simple tweak takes advantage of the ability of most modern autoresponders to send out a “br

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

adcast” to those prospects on your mailing list. This can be considered as a supplementary message and you can use it to either update your prospects on your original offer or introduce them to a new, but related product or opportunity.

This needs to

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

e used with a little more care. I send out an update at least once every 6 months and preferably once every 3 months (it depends upon the nature of the individual list). I make sure these broadcasts only go to people who have been on the list for at le

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

Professional from academic institutions, pharmaceutical industries, health care indust

st 3 months. My earlier emails will have already highlighted the fact that they would be provided with important updates in future.

There are plenty reasons for you to communicate. If you are promoting a product you can advise of any feature upgrades

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

r special price promotions. If you are promoting an opportunity then you can update them on any new features which might make them think again. One technique which works very well with opportunity seekers is to update them once about any new benefits t

.

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

ey should know of and then, if they still don’t sign up, follow up 3 months later with details of a slightly different opportunity.

Both of these techniques work and will produce a welcome boost to your signup rate. Certainly you can expect to get a f

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

Companies that provide selfless information through particip

w unsubscribes, but if they’re genuinely not interested that’s no great loss. There’s no point in making the effort of building your list and then not communicating with them – both you and your prospects stand to gain from a little extra communication

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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Many companies now use their web site as the primary recruiting method. As a result, traditional job search methods have been turned upside down by the Internet. Five years ago, company web sites would have been number four or five in order of importance. Today, it's my number one recommendation, as a hiring manager, for finding job openings at the mid-management level and below.

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