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We all know how important it is to gain subscribers and build your database, however, it is equally as important to retain your database. There is no use in gaining subscribers, only to lose them shortly thereafter. To increase the likelihood of subscriber retention, I've taken a note or two f

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

rom the 4 main learning styles, which are used by presenters, lecturers and students, and modified them for use when writing & preparing newsletters.

The Four Main Learning Styles are*:

The Visual/Written Learning Style: You learn best when informa

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

Examples of combination products may in

tion is presented visually and in a written language format. In a classroom setting, you benefit from instructors who use the blackboard (or overhead projector) to list the essential points of a lecture, or who provide you with an outline to follow along with during lecture. You benefit from i

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

nformation obtained from textbooks and class notes. You tend to like to study by yourself in a quiet room. You often see information "in your mind's eye" when you are trying to remember something.

The Visual/Image Learning Style: You learn best when information is pr

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

sented visually and in a picture or design format. In a classroom setting, you benefit from instructors who use visual aids such as film, video, maps and charts. You benefit from information obtained from the pictures and diagrams in textbooks. You tend to like to work in a quiet room and may

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

Combination pro

not like to work in study groups. When trying to remember something, you can often visualize a picture of it in your mind. You may have an artistic side that enjoys activities having to do with visual art and design.

The Tactile Learning Style: You learn best when ph

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

ysically engaged in a "hands on" activity. In the classroom, you benefit from a lab setting where you can manipulate materials to learn new information. You learn best when you can be physically active in the learning environment. You benefit from instructors who encourage in-class demonstrati

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

ns, "hands on" student learning experiences, and field work outside the classroom.

The Auditory Learning Style: You learn best when information is presented auditory in an oral language format. In a classroom setting, you benefit from listening to lecture and partici

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

pating in group discussions. You also benefit from obtaining information from audio tape. When trying to remember something, you can often "hear" the way someone told you the information, or the way you previously repeated it out loud. You learn best when interacting with others in a listening

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

/speaking exchange.

Whilst these styles don't apply directly to your e-newsletter (as you are generally not required to complete a test after reading a newsletter - thank goodness!). I believe that with some minor alterations we can apply similar styles when writing & creating e-newsletters.

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

ur aim is not necessarily to teach your subscriber, but if the subscriber does retain the information which they read in your newsletter, then they will be more likely to want to read the next newsletter that you send out. Additionally, if the information within the newsletter is presented in

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

Following aspects would a

the subscribers preferred learning style (we all have one, which one is yours?), then they are more likely to consciously/subconsciously view your newsletter positively.

In modifying & applying the above 4 styles for e-newsletters, I have come up with the following suggestions:

1

dd to the challenges in developing combination products:

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

: Applying the Visual/Written Communication Style: This is typical of e-newsletters & is easily achieved by simply providing articles and information within your newsletter. However, this can also be further segmented, by applying information for recipients who scan the newslette

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

r in order to find the relevant information and in depth readers.

2: Applying the Visual/Image Communication Style: In order to meet the needs of the Visual/Image subscriber, you can supply graphs, images & visuals to accompany the articles and information. Additiona

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

ly, the layout and design of your newsletter is very important to these subscribers. You need to ensure that you are offering both HTML and text versions, as these Visual/Image subscribers will more than likely prefer to receive the HTML version.

3: Applying the Tactile Communicat

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

ion Style: Whilst this style's requirements are hard to meet when applying to e-newsletters, it can be somewhat met by supplying tests, forms, quizzes, surveys, tasks etc for the recipient to complete. These subscribers are also more likely to print out the newsletter. I have bee

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

Professional from academic institutions, pharmaceutical industries, health care indust

n advised by a couple of extremely helpful subscribers that printing the articles off our website is not particularly easy and so will be remedying this in the very near future by supplying PDF versions of the articles as well.

4: Applying the Auditory Communication Style:
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
trong>The obvious application for this style is a streaming video. Understandably, this is not for every business due to time or financial restraints, but it is worthy of consideration as more and more businesses are looking at including a video within their newsletter.

Now, whilst I'm not ad
.

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
vocating that all of these techniques are used within every newsletter, the appearance of the occasional Visual/Image, Tactile, and Auditory communication styles, in addition to the standard Visual/Written Communication style, will more than likely keep the subscribers interested & hopefully h
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
elp them to retain the information better. This in turn, will help to retain them as a subscriber.

* Source: Web Version of the Learning Styles Survey © Copyright 2000 by Suzanne Miller, Instructor, www.dvc.edu

©Kath Pay 200

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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