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Testing of your email campaign is all important...not only do you risk your campaign being a flop, but you also risk your reputation being at risk if you send a badly formatted copy. You can test the factors contributing towards the d

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

eliverability of the campaign as well as the factors contributing towards the overall success of the campaign, which includes open rates and response rates.

The key point to remember when testing is to use a control message as a basis

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

Examples of combination products may in

for comparison. Don't be tempted by the ease of testing your campaign and test multiple parts of an email at once. Just test one facet of the campaign and compare it to the control message. Have a checklist which needs to be signed o

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

ff. Also have a written testing procedure in place and record your results.

Factors to be tested:

Personalisation: Test whether you should personalize the subject line, whether you should work the bu

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

siness name into the copy...what other personalisations are relevant to your message? Do they make a difference to the result? Personalisation should not only be tested for response but also for deliverability differences. Segmentation

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

Combination pro

Test to see whether your response rates improve if the campaign is segmented even further. Generally the more targeted the offer, the better the response rate.

Tone: Change your tone of writing to suit the recipient.

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

..for example if your audience are lawyers, you can be more formal in your tone. Don't use the same tone when writing to both lawyers and graphic designers!

Time and Day: Test this thoroughly for receptiveness. It can

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

be different for each sector within each country...Research your audience and don't be scared to try out different times and days.

The length of the message: Test short messages, long messages...different lengths wil

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

l suit different audiences and offers.

The lead: Recipients will stop reading if the first paragraph doesn't grab them. Use the "above fold" (preview window) wisely and put some attention grabbing statements or offer

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

in there. Don't let the preview window be filled only with the company logo or header.

The offer: Test the offer/s thoroughly...Make sure the offer correlates with the subject line. Hard versus soft sells, Full-price

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

ersus discount offers, Different discount levels, Buy-one/get-one offers, Money-back guarantees, Free gift offer.

Follow up mailings: Test these thoroughly - both the copy/offer and the mechanism. If they're automated

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

Following aspects would a

, does the mechanism work? Is it simple to use? If using forms - check these aren't too long. The simpler the response mechanism, the better.

Subject line: This is one of the easiest tests and one of the most effectiv

dd to the challenges in developing combination products:

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

e test you can perform. Should the subject line be personalized? If you put an offer in the subject line, make sure it is relevant and supported in the copy.

The "From" field: Who is the email from? Should you use the

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

companies name or an actual person? Who will the recipient be more receptive to?

Format: When testing the format, always be sure to actually send a test message - don't just preview it. It is the sending of the email

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

which brings out symbols and weird formatting.

Call(s) to action: Are they easy to find? Who does all the hard work...you or the recipient? Make sure you have procedures in place and make it as easy on the recipient

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

o respond as possible. Test the positioning of these calls to actions and how many calls to action work best?

Spam rating: Most reputable email service providers supply a spam scoring test. Use it in conjunction with

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

Professional from academic institutions, pharmaceutical industries, health care indust

your general testing. You may have a fantastic subject line, but if it gets blocked by ISP's because they deem it to be too 'spam like', then it's no good using it.

Deliverability to major ISP's: Does your email servi

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

ce provider supply a feature which tests the deliverability to major ISP's? If so, then utilise this feature...

So, in summary:

1. Test only one element at a time

2. Use a control message

3. It can be as simple as sending different

.

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

batches with different subject lines

4. Test the spam score and the deliverability of the message to major ISP's.

5. Use these results for your direct mail campaign…instead of having to wait months and having to do an expensive re-r

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

Companies that provide selfless information through particip

un of the direct mail campaign, utilise your easily gotten email campaign results to use on your direct mail campaign.

6. Keep notes of all tests, as this is very valuable information for your future campaigns.

Copyright 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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