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E-mail is a wonderful way to reach a large number of people for little cost. But it won’t do you any good if it goes straight into the delete file.

The first thing you have to do is g

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

et past all the filters…that means avoiding trigger words, and you’ve no doubt already read plenty about that. My goal is to help you pass the “glance test” and to create a friendly fe

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

Examples of combination products may in

eling in the minds of your readers.

First the from line: Be honest about who is writing. If the recipients might know your name, use it. If they might know your business name instea

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

, use that. Hiding behind some goofy email address labels you as sneaky and untrustworthy.

Then the subject line: Make it interesting, but true, and make it relevant to your message.

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

Consider your own reactions. When the subject line is clearly an attention getter to make you look at the message…and has nothing to do with the message… doesn’t it make you cranky?

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

Combination pro

It does me!

Take a little information out of your message and turn it into a hook to draw your reader in. If you’re having a sale on widgets, announce it. The people who want a widge

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

t will read your message and be glad they got it. The people who don’t want widgets will go away… but they were going anyway.

If you have interesting news about a political or social

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

development, don’t say “news.” Say something interesting like “HR 345 passed! Learn who voted for it.” You have about 40 spaces, so use them!

Every day my mail… and yours… is filled

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

with e-mail from people who are trying to trick us into reading their messages. I get mad. That means that even if I wanted what they were selling, I wouldn’t buy from them. Don’t yo

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

u feel that way?

A huge controversy rages on about the length of e-mail messages. Some experts say long copy sells best. Others believe it bores people to death and so they skip most

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

of it to get to the bottom line. My take on it is that you need to say enough to be clear about the benefits you offer, but then get to the point and tell them what it is! And, I belie

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

Following aspects would a

ve that if you’re selling a product you should be up front about the price. Some people assume that if you aren’t telling, then it costs too much.

Pass the second "glance test."
dd to the challenges in developing combination products:

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

What about the look of the copy? How many times have you started to read an e-mail message and stopped because it was too much work? A long block of copy might work in a book or a
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
magazine article, but on the screen it’s difficult to keep your eyes on the right line when there are too many lines.

Copywriters call it a “grey wall” and it is a wall. It’s a wall b
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
etween you and your intended readers, because many people simply won’t bother to try.

The answer is short paragraphs with blank lines between them. Break it up, make it easy to scan,
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
nd use bullets and sub-heads to draw your readers to the most important points. This practice is just as important in personal correspondence as it is in copy designed to sell. If you
ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust
want your message read and understood, break it up into bite size pieces.

Finally, there’s advertising. We all know that affiliate links can add to our revenue, but sometimes too muc
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
h is too much. Some e-mail messages, especially ezines, are so filled with affiliate ads and links that you can hardly find the intended message. Do you bother to hunt for it? I don’
.

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
.

The bottom line is that you need to do everything possible to create trust in your reader, and to make it easy for him or her to read and comprehend your message. One of the easiest
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip
ways to accomplish that is to put yourself in the reader’s place… If you got that e-mail would you read it or delete it? If you’re not sure, ask a friend to read it before you send it

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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